E-commerce continues to evolve, and the way consumers shop online is becoming increasingly diverse. At GROW Nebraska, we have the unique opportunity to see these changes firsthand—not only through the businesses we work with, but also through our own e-commerce operations.
Through August 2026, our e-commerce sales have increased approximately 10% compared with the same period last year. More interesting than the overall increase, however, is where that growth is happening.
Marketplace sales increased approximately 9%, reinforcing the importance of making products available where consumers are already shopping. At the same time, sales through our direct online store decreased approximately 8%. Consumers have more ways than ever to discover and purchase products, making it increasingly important for businesses to look beyond their own websites.
GROW Nebraska currently sells Nebraska-made products through BuyNebraska.com, Amazon, Target Plus, eBay, TikTok Shop and Shopify Collective. We also operate NebraskaWholesale.com, helping connect Nebraska businesses with wholesale opportunities.
We’re also seeing growth in newer channels. Shopify Collective sales increased approximately 74%, while TikTok sales grew more than 200%. TikTok still represents a smaller portion of our overall e-commerce sales, but its growth demonstrates how quickly shopping habits can change.
These results reinforce one of the most important lessons in e-commerce: diversification matters. A business doesn’t need to sell everywhere, but it should understand where its customers are shopping and determine which platforms make sense for its products.
That’s also one of the benefits of GROW Nebraska membership. Our team can help Nebraska businesses expand their reach through third-party platforms such as Amazon, Target, eBay and TikTok, along with providing e-commerce education, marketing support and opportunities to reach customers beyond Nebraska.
As we head into the holiday season, we’ll continue watching the data, testing new opportunities and adjusting as consumer behavior changes. E-commerce continues to grow, but where that growth happens is changing—and businesses that are willing to adapt will be better positioned for what’s next.
