Consumers spend nearly $1 in $5 online in Q2, but digital penetration for retail purchases is dipping. Offline sales grow at a record rate of more than 20% year over year as newly vaccinated consumers flock back to stores.

Online penetration hovers around 20%
Nearly $1 in every $5 spent on retail purchases continued to come from digital orders in the second quarter, according to a Digital Commerce 360 analysis of Commerce Department data, and online’s share of total retail sales was still elevated from pre-pandemic levels. But penetration dipped—down to 18.6% in Q2 from 20.3% during the same time last year.

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