As of August 17, 2017, approximately 9% of retails sales were conducted online . .
THURSDAY, AUGUST 17, 2017, AT 10:00 A.M. EDT
Data Inquiries Economic Indicators Division, Retail Indicator Branch: (301) 7632713 CB17132 Media Inquiries Public Information Office: (301) 7633030
QUARTERLY RETAIL ECOMMERCE SALES 2nd QUARTER 2017
The Census Bureau of the Department of Commerce announced today that the estimate of U.S. retail ecommerce sales for the second quarter of 2017, adjusted for seasonal variation, but not for price changes, was $111.5 billion, an increase of
4.8 percent (±0.9%) from the first quarter of 2017. Total retail sales for the second quarter of 2017 were estimated at
$1,256.2 billion, an increase of 0.5 percent (±0.4%) from the first quarter of 2017. The second quarter 2017 ecommerce estimate increased 16.2 percent (±1.6%) from the second quarter of 2016 while total retail sales increased 4.1 percent (±0.5%) in the same period. Ecommerce sales in the second quarter of 2017 accounted for 8.9 percent of total sales.
On a not adjusted basis, the estimate of U.S. retail ecommerce sales for the second quarter of 2017 totaled $105.1 billion, an increase of 6.9 percent (±0.9%) from the first quarter of 2017. The second quarter 2017 ecommerce estimate increased 16.3 percent (±1.6%) from the second quarter of 2016 while total retail sales increased 4.4 percent (±0.5%) in the same period. Ecommerce sales in the second quarter of 2017 accounted for 8.2 percent of total sales.
Estimated Quarterly U.S. Retail Ecommerce Sales as a Percent of Total Quarterly Retail Sales:
1st Quarter 2008 – 2nd Quarter 2017
Percent of Total
The Quarterly Retail ECommerce sales estimate for the third quarter of 2017 is scheduled for release on November 17, 2017 at 10:00
A.M. EST.
For information, including estimates from 4th quarter 1999 forward, visit the Census Bureau’s Web site at
<http://www.census.gov/retail>. For additional information about Census Bureau ebusiness measurement programs and plans visit
<http://www.census.gov/estats>.
* The 90% confidence interval includes zero. The Census Bureau does not have sufficient statistical evidence to conclude that the actual change is different from zero.
Table 1. Estimated Quarterly U.S. Retail Sales: Total and Ecommerce1
(Estimates are based on data from the Monthly Retail Trade Survey and administrative records.)
Quarter 
Retail Sales (millions of dollars) 
Ecommerce as a Percent of Total 
Percent Change From Prior Quarter 
Percent Change From Same Quarter A Year Ago 

Total 
Ecommerce 
Total 
Ecommerce 
Total 
Ecommerce 

Adjusted2 







2nd quarter 2017(p) 
1,256,232 
111,542 
8.9 
0.5 
4.8 
4.1 
16.2 
1st quarter 2017(r) 
1,250,055 
106,383 
8.5 
1.0 
4.7 
5.1 
15.4 
4th quarter 2016 
1,237,663 
101,606 
8.2 
1.7 
1.7 
3.8 
14.2 
3rd quarter 2016 
1,216,808 
99,870 
8.2 
0.9 
4.0 
2.1 
15.4 
2nd quarter 2016(r) 
1,206,395 
96,014 
8.0 
1.4 
4.2 
2.3 
15.2 
Not Adjusted 







2nd quarter 2017(p) 
1,274,565 
105,096 
8.2 
9.5 
6.9 
4.4 
16.3 
1st quarter 2017(r) 
1,164,228 
98,292 
8.4 
10.4 
19.8 
3.7 
15.1 
4th quarter 2016 
1,299,699 
122,515 
9.4 
6.5 
32.2 
3.6 
14.0 
3rd quarter 2016 
1,220,051 
92,644 
7.6 
0.1 
2.5 
2.2 
15.5 
2nd quarter 2016 
1,220,714 
90,397 
7.4 
8.8 
5.8 
2.2 
15.6 
(p) Preliminary estimate. (r) Revised estimate.
1 Ecommerce sales are sales of goods and services where the buyer places an order, or the price and terms of the sale are negotiated over an Internet, mobile device (Mcommerce), extranet, Electronic Data Interchange (EDI) network, electronic mail, or other comparable online system. Payment may or may not be made online.
2 Estimates are adjusted for seasonal variation, but not for price changes. Total sales estimates are also adjusted for tradingday differences and moving holidays.
Note: Table 2 provides estimated measures of sampling variability. For information on confidentiality protection, sampling error, nonsampling error, sample design, and definitions, see http://www.census.gov/retail/mrts/how_surveys_are_collected.html.
Table 2. Estimated Measures of Sampling Variability for Quarterly U.S. Retail Sales Estimates: Total and Ecommerce
(Estimates are shown as percents and are based on data from the Monthly Retail Trade Survey.)
Quarter 
Coefficient of Variation (CV) 
Standard Error1 (SE) for Ecommerce as a Percent of Total 
SE for Percent Change From Prior Quarter 
SE for Percent Change From Same Quarter A Year Ago 

Total 
Ecommerce 
Total 
Ecommerce 
Total 
Ecommerce 

2nd quarter 2017(p) 
0.7 
1.5 
0.1 
0.2 
0.5 
0.3 
0.9 
1st quarter 2017(r) 
0.6 
1.7 
0.1 
0.2 
0.4 
0.3 
1.1 
4th quarter 2016 
0.5 
1.4 
0.1 
0.1 
0.5 
0.4 
1.0 
3rd quarter 2016 
0.5 
1.7 
0.1 
0.2 
0.6 
0.4 
1.1 
2nd quarter 2016 
0.5 
1.6 
0.1 
0.2 
0.5 
0.3 
1.0 
(p) Preliminary estimate. (r) Revised estimate. (Z) Estimate is less than 0.05%.
1Standard errors may be larger than those previously published because the estimated totals used to produce the percent changes are derived from different samples.
Note: Estimated measures of sampling variability are based on data not adjusted for seasonal variation, tradingday differences, or moving holidays, and are used to make confidence statements about both adjusted and not adjusted estimates. For information on confidentiality protection,sampling error, nonsampling error, sample design, and definitions, see http://www.census.gov/retail/mrts/how_surveys_are_collected.html.
Survey Description
Retail ecommerce sales are estimated from the same sample used for the Monthly Retail Trade Survey (MRTS) to estimate preliminary and final U.S. retail sales. Advance U.S. retail sales are estimated from a subsample of the MRTS sample that is not of adequate size to measure changes in retail ecommerce sales.
A stratified simple random sampling method is used to select approximately 10,000 retail firms excluding food services whose sales are then weighted and benchmarked to represent the complete universe of over two million retail firms. The MRTS sample is probability based and represents all employer firms engaged in retail activities as defined by the North American Industry Classification System (NAICS). Coverage includes all retailers whether or not they are engaged in ecommerce. Online travel services, financial brokers and dealers, and ticket sales agencies are not classified as retail and are not included in either the total retail or retail ecommerce sales estimates. Nonemployers are represented in the estimates through benchmarking to prior annual survey estimates that include nonemployer sales based on administrative records. Ecommerce sales are included in the total monthly sales estimates.
The MRTS sample is updated on an ongoing basis to account for new retail employer businesses (including those selling via the Internet), business deaths, and other changes to the retail business universe. Firms are asked each month to report ecommerce sales separately. For each month of the quarter, data for nonresponding sampling units are imputed from responding sampling units falling within the same kind of business and sales size category or based on historical performance of that company.
Responding firms account for approximately 72 percent of the ecommerce sales estimate and about 71 percent of the estimate of
U.S. retail sales for any quarter.
For each month of the quarter, estimates are obtained by summing weighted sales (either reported or imputed). The monthly estimates are benchmarked to prior annual survey estimates. Estimates for the quarter are obtained by summing the monthly benchmarked estimates. The estimate for the most recent quarter is a preliminary estimate. Therefore, the estimate is subject to revision. Data users who create their own estimates using data from this report should cite the Census Bureau as the source of the input data only.
Adjusted Estimates
This report publishes estimates that have been adjusted for seasonal variation and holiday and tradingday differences, but not for price changes. We used quarterly ecommerce sales estimates for 4th quarter 1999 to the current quarter as input to the X13ARIMASEATS program to derive the adjusted estimates. For sales, we derived quarterly adjusted estimates by summing adjusted monthly sales estimates for each respective quarter. Seasonal adjustment of estimates is an approximation based on current and past experiences.
The X13ARIMASEATS software improves upon the X12 ARIMA seasonal adjustment software by providing enhanced diagnostics as well as incorporating an enhanced version of the Bank of Spain’s SEATS (Signal Extraction in ARIMA Time Series) software, which uses an ARIMA modelbased procedure instead of the X11 filterbased approach to estimate seasonal factors. The X13ARIMASEATS and X12 ARIMA software produce identical results when using X13ARIMA SEATS with the X11 filterbased adjustments. The X13ARIMASEATS software and additional information on the X 13ARIMASEATS program may be found at http://www.census.gov/srd/www/x13as/.
Note that the retail estimates continue to be adjusted using the X11 filterbased adjustment procedure. Reliability of Estimates
Because the estimates in this report are based on a sample survey, they contain sampling error and nonsampling error.
Sampling error is the difference between the estimate and the result that would be obtained from a complete enumeration of the population conducted under the same survey conditions. This error occurs because only a subset of the entire population is measured in a sample survey. Standard errors and coefficients of variation, as given in Table 2 of this report, are estimated measures of sampling variation.
The margin of error, as used on page 1, gives a range about the estimate which is a 90 percent confidence interval. If, for example, the estimated percent change is 11.4% and its estimated standard error is 1.2%, then the margin of error is
±1.753 x 1.2% or 2.1%, and the 90 percent confidence interval is 13.5% to 9.3%. Confidence intervals are computed based on the particular sample selected and canvassed. If one repeats the process of drawing all possible samples and forming all corresponding confidence intervals, approximately 90 percent of these individual confidence intervals would contain the estimate computed from a complete enumeration of all units on the sampling frame. If the confidence interval contains 0%, then one does not have sufficient evidence to conclude at the 90 percent confidence level that the change is different from zero.
Nonsampling error encompasses all other factors that contribute to the total error of a sample survey estimate. This type of error can occur because of nonresponse, insufficient coverage of the universe of retail businesses with ecommerce sales, mistakes in the recording and coding of data, and other errors of collection, response, coverage, or processing.
Although not directly measured, precautionary steps are taken to minimize the effects of nonsampling error.