New Study: More Than 2.5 Million California Small Businesses Sell Online
Washington, DC (July 17, 2023): Today, the Connected Commerce Council (3C) released a new study showing that more than 2.5 million California small businesses (roughly 60% of the state’s small businesses) sell products online. The survey of 1,500 California-based small businesses conducted by the Data Catalyst Institute (DCI) highlights the importance of e-commerce to the Golden State’s small businesses and economy.
“With the growth of e-commerce, small businesses are no longer confined to their local geographies or to the whims of retail stores that control access to customers,” said David Audretsch, Professor of Economics at Indiana University and Editor-in-Chief of Small Business Economics. “Web stores, online marketplaces, and click-to-buy social media sales are empowering California small businesses in ways traditional retail cannot match, to the tune of $297 billion in revenue last year. It is only a matter of time before all small businesses sell online.”
Additional findings include:
- 74% of small businesses that sell online expect this year’s online sales revenue to be higher than last year’s.
- 99% of small businesses say digital technologies are important to how they sell products, with 85% saying they are very important.
“E-commerce has truly leveled the playing field for small businesses, so a small card games manufacturer from San Francisco can compete with Parker Brothers and Milton Bradley,” said Rob Retzlaff, 3C Executive Director. “As customer habits shift, and people look to shop online more and more, it’s vital that online selling remains accessible and affordable to small businesses.”
