According to the US Census Bureau's August 18, 2026 release, seasonally adjusted retail e-commerce sales reached $340.2 billion in the second quarter of 2026. That was 12.2% above the same quarter a year earlier, with e-commerce accounting for 17.1% of total retail sales. These figures are not adjusted for price changes.
U.S. Census Bureau · Second-quarter 2026 report ↗
Market growth is a starting point
My first question is whether a business is prepared to serve additional demand. A growth rate for the market as a whole does not tell us that an individual seller or product category will achieve the same result. That distinction matters.
When considering a new business, knowing the market's size helps. But a large number alone is not enough without understanding the problem a customer will pay to solve. We also need to discuss whose need we are meeting, and how we can meet it better.
Look at the customer journey first
Can someone visiting a product page find the information they need? Are delivery expectations clear? Once the product arrives, will they need to ask for help to use it? A business can look for answers in its own data and customer messages.
If the same setup question keeps appearing, a clearer explanation or short video is worth testing. If returns rise for a product, examine the reasons before expanding its promotion. These are my suggested working steps, rather than findings directly established by the report.
Choose a measurable experiment
A development like this does not require changing everything. Choose one bounded experiment: improve descriptions for one product group, clarify delivery information or adjust after-sales support. Then compare results over similar periods and under comparable conditions.
For me, the important question is how the business will respond to the opportunity. If the customer experience holds up as orders increase, there is a more concrete reason to believe the foundations can support growth.
See you in the next note.
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