ComScore: Online Spending To Grow As Much As 19% This Holiday Season

Fulgoni stated he is pretty confident that by the end of the holiday shopping season, total e-commerce sales will total $80 billion and represent a growth rate of 16 to 19 percent on a year-over-year basis.

Fulgoni continued that comScore's forecast for e-commerce sales coupled with the National Retail Federation's 3.6 percent total growth implies that offline sales are barely going to grow in the discretionary sector this year.

Fulgoni suggested this is additional evidence of how the online channel is disrupting the retail market and consumer behavior.

Amazon Versus Everyone Else

Fulgoni continued that Amazon.com, Inc. AMZN's share of total online spending runs around 20 percent, which is actually a "staggeringly high number" that continues to grow each year.

"Across pretty much every metric that we track, Amazon leads everybody else," he said. "Just as an example, the total number of visits to Amazon for the season is greater than the next four retailers combined."

Fulgoni further stated that Amazon also holds a key advantage over its peers in offering consumers a superior mobile shopping experience. Moreover, half of all U.S. householders hold an Amazon Prime membership which offers two-day free shipping and puts additional pressure on Amazon's online peers to at least match its offer.