Q404 Online Retail Sales Totaled $18.4B, per DOC

The Census Bureau of the Department of Commerce announced that estimated online retail sales totaled $18.4B in the fourth quarter of 2004. Note that their figure does not include auction and ticket sales. Total retail sales was estimated at $938.5B for the quarter, suggesting a 2% online retail sales penetration rate. These figures were adjusted for seasonal variation and holiday and trading-day differences. Full year 2004 online retail sales were estimated at $69.2B, up 23.5% YoY, an accounting for 1.9% of total 2004 retail sales.