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Online Appliance Sales to Balloon

ATLANTA-Shopper demand to purchase appliance onlineis growing, and willing retailers are crowding the Internet to capture this lucrative market.

By Jennifer D. Duell | Updated on January 10, 2005

ATLANTA-Online appliance sales are expected toincrease 20% this year to $1.1 billion from $886million in 2004. Most appliance retailers–if not all–have positioned themselves to benefit from thegrowing demand.

According to of Cambridge, MA-based Forrester ResearchInc., fast-growing online retail market in the U.S.will reach $316 billion in goods and services sold by2010. The research firm attributes the increase to agrowing population of online-shopping households, aswell as better retailer web sites.

For appliances, the penetration of online purchases isabout 4%, which is on target for most online retailpenetration, says Patti Freeman Evans, a retailanalyst with New York City-based research firm JupiterResearch. “Online appliance sales are not a small segment ofonline sales, but it’s not huge either,” Evans tellsGSR. “It is growing, though—there’s demand and thereare retailers out there ready to satisfy that demand.”

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