A whole new world of new possibilities is opening up for creative Web retailers.

eMarketer estimates that retail e-commerce sales will increase at an 18.6% annual rate between 2005 and 2009.

While that’s strong growth, believe it or not, it is a downturn from the previous four years. Between 2001 and 2005 the annual rate was 26%.

"But the downturn is not a cause of concern,’ says Jeffrey Grau, eMarketer Senior Analyst and author of the new report, US Retail E-Commerce, "it’s merely the sign of a maturing e-commerce marketplace."

The growing stability of the market is illustrated by the evolving profile of the online shopper. To do that eMarketer built an e-commerce demand model by collecting relevant data from the US Department of Commerce and international government agencies as well as from leading consultancies, market research firms and trade associations.

"As one example of the strength of e-commerce marketing in the US, computer hardware/software sales online are poised to exceed offline sales," says Mr. Grau. "But not only are online shoppers buying more online, they are buying more types of products. Today, consumers are purchasing big-ticket items on the Internet like refrigerators and treadmills, and even high-priced luxury item such as designer apparel and jewelry."

Early e-commerce experts pronounced that apparel would never sell well online. To this day, many consumers feel uncomfortable buying apparel online. But the online apparel marketplace is undergoing changes that may soon force analysts to reassess their earlier predictions.

"Some of the most exciting developments in online apparel are taking place on the market’s edge. There, numerous small Web retailers have sprouted up to meet the needs of fashion driven consumers and other shoppers with special needs or interests," says Mr. Grau.

E-commerce may be maturing, but that does not mean it has stopped evolving, and growing.

More here.