"A lot of the companies that are listed in the [National Retail Foundation] figures are in categories that are not particularly online-friendly, says Clark Fredricksen, Vice President at eMarketer. "McDonald's, Starbucks, these are companies that have some online presence, but not a big one."
Indeed, the data includes some large restaurant chains. Likewise, grocery stores are also well represented among the top 100, and very few people buy groceries online. Even retail giant Amazon is only beginning its push into that market.
So while the data indicate that online retailers may be lagging, a company may have to perfect the art of selling fast food online before the tide shifts dramatically.