Traditional brick-and-mortar retailers operating in the country face significant cost pressures in running their store estates and now see their revenue growth driven by online channels, while emerging pure plays continue to disrupt the market at a rapid pace. National Retail Federation (NRF) research estimates the US retail industry will grow between 3.7% and 4.2% year on year in 2017, while online and other non-store sales are expected to increase between 8% and 12%. It is clear what is driving industry revenues. Official government figures show that over the last decade, e-commerce has moved from having a 3.5% share of the overall US retail market to around 8.5% today. It is expected to continue to grow as a percentage of the total market, underlined by an encouraging demand
from consumers and an increased level of sophistication in terms of e-commerce technology.