You can’t swing a dead cat without hitting a headline these days about the booming online sales this holiday season. Too bad it doesn’t necessarily include the small to mid-size e-tailers.

Inc.com reports that overall, cyber shopping since the beginning of November has been breaking records left and right. Commscore reports it’s up to a record 16.8 billion as of Sunday (December 5th). That’s a 12% increase from the same time period a year ago.

That’s all well and good, if you are one of the top online retailers. The top 25 online sellers’ market share has, so far, increased from 63.6% to 67.8%. Everyone else is losing market share. It’s down to 32.2% from 36.4% last year.

Why is this happening? Simple: the big guys can afford to hook in shoppers with deep discounts and high profile promotions. It’s just another sign of the times.

Photo by packandsmooch .

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