It’s estimated that 16% of all retail sales in the US are online. Nearly two out of every ten purchases are made through a virtual checkout instead of face-to-face.
As eCommerce continues to grow, local retailers have the opportunity to leverage online shopping to take their business to new levels.
A McKinsey study found that 73% of respondents use AI to learn more about brands and products. More than half use it to get personalized recommendations and to compare products.
AI tools are crawling websites, reviewing product details, reading reviews, and making recommendations based on the information available online - not just from your own website, but others’ sites too.
Make it a goal in 2027 to get more reviews online - for your products and for your business.
Ask your shoppers to leave a review after they purchase a product. Automate a follow-up email asking for a review. Remind your checkout clerks to ask for reviews if customers are happy with their purchase.
As you build relationships with your customers, share the importance of online reviews and be direct in your request. A simple ask can go a long way.
📢 Tip: Getting featured in trusted publications can also help build brand authority. Reach out to a local news outlet and pitch a creative story on your business or products. Share your news with MRA for a chance to be featured in our publications, too!
Don’t abandon your entire SEO strategy yet, but it’s time to discuss “Answer Engine Optimization” (AEO). While SEO focuses on keywords and backlinks to help your site rank well in search engines, AEO focuses more on the structure of information on your website so AI tools can easily find the information they’re seeking.
Make sure your product pages are structured so AI can easily read and understand them, going beyond “marketing” descriptions and really getting into the factual details.
Your online checkout should always be secure and seamless. Make sure your checkout process is smooth and encourages shoppers to come back and shop again. What payment methods do you accept? Can customers buy online and pick up in-store? Do they need to create an account to check out? Put your “shopper hat” on and spend a few minutes browsing your own website to identify areas for improvement.
A small but growing percentage of online orders are happening through AI tools. It’s time to start considering changes to your online checkout process. Many eCommerce platforms will offer integrations with AI tools to allow for sales directly through AI searches. Is this something you want to enable for your business? Consider all the impacts it might have before flipping the switch. (See page X for more)
It’s projected that more than 50% of all US retail eCommerce sales will be from a mobile device in 2027. Three-quarters of US adults regularly make purchases on their phones, and 70% say they prefer to check out in a mobile app instead of a mobile website for the ease of checkout.
Beyond your own website and app, social eCommerce continues to grow, too. In July 2026, TikTok Shop accounted for about 2% of online retail spending in the US. More than 200,000 US small businesses have taken to TikTok Shop to leverage the rapid growth of the platform, which is fueled by discovery-led shopping and impulse buying.
A report from GlobalData found that 67% of consumers go to TikTok Shop when they’re looking for new products and brands.
💻 MRA members, do you have a website you’re proud of?
Share it with us at news@retailers.com and make sure you’re featured on our “Michigan Monday” eCommerce list for Cyber Monday 2026.