If web sales are only 5% of Targets sales, why is Target hustling to adapt for the web? Answer: much more than 5% of sales are researched first online and then bought in store. Some stats claim that 50% of large, in-store sales are first researched online. After all, can you imagine buying a stereo, car, or appliance without first researching it online? 5% may actually be more like 50% and that's why retail players are battling and investing online.
Side note: I'd forgotten that Amazon ran Targets site from 2001 - 2011.