Who's winning the online sales surge?

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.

"Macy's, Nordstrom, Walmart and Target have figured out the customer journey."

e-commerce online shopping
Johnnie Davis | Getty Images

eMarketer predicted a 13.9% growth in e-commerce this holiday season compared to 2014, however preliminary numbers suggest it could be more than 15%. While brick-and-mortar sales are expected to grow by slightly above 2% according to eMarketer, National Retail Federation pegs growth to be 3.7% for the season.

Most of the growth is taking place on smartphones, with eMarketer forecasting mobile commerce to grow by 32% in 2015.

Yet retailers like Target and Walmart still only earn about 2% to 3% of their revenue from online sales.

"They came late to the game and they've invested tremendously," Wurmser said. "They've gone from 1 or 1.5% to 2-3% this year, so they're making progress."