The competition between clicks and cash registers is heating up.
This year's Black Friday in-store sales dropped off by a sharp 10% compared to most of the last few years, according to ShopperTrak, as more shoppers opted to buy online. And when it comes to the company dominating online retail, Amazon is still the name of the game.
According to Yory Wurmser, eMarketer retail and e-commerce analyst, Amazon currently accounts for between a quarter and a third of all e-commerce in the U.S.
But other retailers are starting to stand out too.
"The ones that have done the best are the ones that have figured out how the consumers are using their app or website and optimizing it to the consumer experience," Wurmster told CNBC.