The U.S. placed second to China in 2013, but gained the No. 1 spot because of continued growth, an improving economy and higher consumer confidence. U.S. growth in e-commerce increased 15 percent last year, according to the A.T. Kearney Global Retail E-Commerce Index for Market Opportunity. Globally, online sales rose 20 percent in 2014 to $800bn.

Retailers can look at the study to devise global online strategies and identify market investment opportunities, while learning about the tradeoffs and barriers to success, A.T. Kearney said in a press statement.

One key to international success is to become a first mover, said Parvaneh Nilforoushan, principal in the retail practice of A.T. Kearney, a global strategy and management consulting firm.

The report identifies four overall themes that color this year's Index findings as they relate to business strategy, customers and channels. These include internationalization, the rise of e-commerce IPOs, the continuously connected consumer and the need for omnichannel strategies.

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