Innovations in Web analytics and personalization will drive online retail sales to $329 billion in 2010, up from $172 billion this year, according to the latest e-commerce forecast released by Forrester Research Inc.
By 2010 online sales will account for 13% of total U.S. retail sales, according to Forrester.
Projections for 2010 were revised down slightly from $331 billion, due a recent softness in overall consumer spending.
With $63 billion in sales this year and a projected $119 billion in 2010, the travel sector is expected to remain the largest online sales category.
The general merchandise category -- excluding food, beverage and travel -- is projected to exceed $100 billion this year for the first time.
By 2010 an estimated 14% of jewelry sales will be online. Similarly, a projected 29% of small appliance sales will be completed online. Among the fastest growing product categories are apparel, consumer electronics, health and beauty, home, food and beverage and sports-related products.
