Northern California sees double-digit growth in quarterly e-commerce spending

All but one county experienced significant gains in e-commerce spending

September 28, 2020
Source: JLL Research, CDFTA

  • Revenue from the Bradley-Burns Local Sales and Use tax provides insight into e-commerce spending habits across Northern California. In the quarter of the strictest phase of the COVID-19 lockdown, Northern Californians shifted toward online purchases en-masse. All counties, except for San Joaquin County, saw double-digit growth in quarter-over-quarter e-commerce spending, for a NorCal average of a 26.4 percent increase.

  • E-commerce spending exceeded $23.1 billion in Northern California at the end of the second quarter. At the same period in 2019, the e-commerce market was valued at $19.7 billion. Bay Area counties make up the bulk of e-commerce spending, with San Mateo County leading per capita spending at $1,425. The region’s average per capita spending is $1,030.

  • Rural counties, a segment that has been traditionally slow to embrace e-commerce, saw the biggest increase in quarterly spending growth. El Dorado County and Merced County, two of the least densely-populated counties in the NorCal region, saw the biggest growth with an increase in spending of 51.8 percent and 46.6 percent, respectively. As the COVID-19 pandemic shakes up the notion of a traditional e-commerce customer, expect demand for last-mile delivery centers and warehouses to remain elevated as those users seek proximity to their growing consumer base.