Carrie Johnson

VP, Group Director serving eBusiness & Channel Strategy PROFESSIONALS

Carrie serves eBusiness & Channel Strategy Professionals and leads a team that helps these professionals in the retail, financial services, travel, and healthcare industries optimize sales and service strategies across channels. Carrie's current research focuses on online and multichannel retailing.

Prior to this position, Carrie spent eight years at Forrester researching the dynamics and growth of online retailing. In this role, she analyzed consumers' adoption of eCommerce, their multichannel behavior, and how retailers optimize sales to those consumers with key technologies and strategies. In this role, Carrie authored many key Forrester reports, including Forrester's annual eCommerce forecast. In addition, since 2002, Carrie has authored or led the research effort for "The State of Retailing Online," a survey conducted by Forrester Research.

Previous Work Experience

Carrie's background prior to Forrester includes work at the Harvard Business School, where she wrote case studies on Barnes & Noble, Frontgate, PlanetAll, QVC, Streamline, and TV Guide.

Carrie has appeared on NBC Nightly News, CNBC, and CNNfn to speak about online retail trends and react to various retail news events. She has also been quoted in various newspapers, including The Wall Street Journal, The New York Times, USA Today, and The Boston Globe.


Carrie is a magna cum laude graduate of Bowdoin College.

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50 results in Reports

  • Carrie Johnson
  • eCommerce
  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Channel Strategy: An Overview

    How eBusiness Leaders Should Approach Mobile As A Sales And Service Channel

    Across the globe, the mobile channel is growing at a rapid rate. eBusiness and channel strategy leaders at B2B and B2C firms are at the forefront: 94% of eBusiness managers we surveyed are either...

    • Downloads: 2292
  • For eBusiness & Channel Strategy Professionals

    Report:How To Get Customers To Shop Online

    How Consumers Research, Buy, And Get Service

    Our research still shows that despite the adoption of online transactions, consumers prefer in-store experiences over the Web when it comes to researching, buying, and getting customer service. This...

    • Downloads: 986
  • For eBusiness & Channel Strategy Professionals

    Report:Rank Yourself With The eBusiness Maturity Model

    Assessment: The Retail eCommerce Playbook

    As retail companies evaluate their eCommerce opportunities, establishing a level set of their current strengths and weaknesses is essential. In 2008, Forrester introduced its proprietary eBusiness...

    • Downloads: 1213
  • For eBusiness & Channel Strategy Professionals

    Report:How eBusiness Firms Use Social Tools To Connect With Customers

    As consumers increasingly use social media to connect with each other and with brands, eBusiness executives seek to understand how — and if — these tools can drive online sales and...

    • Downloads: 1201
  • For eBusiness & Channel Strategy Professionals

    Report:The Role Of eBusiness In Multichannel Strategy

    eBusiness Owns More Than The Web But Struggles With Channel Execution

    Consumers today are more multichannel than ever before: 70% of consumers researched a product online and then bought it in another channel in 2009. To determine the role that eBusiness teams play in...

    • Downloads: 1044
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2010: eBusiness Teams Reorganize

    Teams Shift Into More "Ideal" Structures But Still Struggle For Internal Support

    Reporting structures are a challenge for any team, and eBusiness is no exception: Finding the right place for eBusiness teams as the Web evolves and grows in importance has been a struggle for most...

    • Downloads: 906
  • Report:An eBusiness And Channel Strategy Introduction To The State Of Consumers And Technology, 2008

    Forrester has released its annual guide to US device adoption and forecasts, demographics, and technology attitudes and behaviors. This year's report offers a generational analysis to show key...

    • Downloads: 868
  • For eBusiness & Channel Strategy Professionals

    Report:Using Channel Satisfaction Data To Build The Business Case For eBusiness

    Forrester recently released a report showing the results of a survey of more than 4,500 US consumers and their level of satisfaction with Web, phone, and in-person interactions across 12 different...

    • Downloads: 941
  • For eBusiness & Channel Strategy Professionals

    Report:The Building Blocks For Social Success In eBusiness

    As consumers become more comfortable integrating social tools into their everyday lives, eBusiness leaders seek the right social strategy to achieve their goals. While the benefits of social media...

    • Downloads: 929
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2011: Cost Of eBusiness Operations And Customer Acquisition

    Budgets And Costs Spike For B2B And Financial Services Firms

    eBusiness budgets have risen steadily since 2008. In our annual survey of eBusiness and channel strategy professionals, we find that B2B and financial services firms in particular have dramatically...

    • Downloads: 854
  • For eBusiness & Channel Strategy Professionals

    Report:Best Practices In Organizing For eBusiness

    Centralized Teams Lead As Best Practices

    In the face of the global economic downturn, eBusiness leaders face heightened scrutiny as firms place increased emphasis on the Web as a driver of sales and growth for their companies. eBusiness...

    • Downloads: 882
  • For eBusiness & Channel Strategy Professionals

    Report:Building Best-In-Class eBusiness Teams

    eBusiness leaders' biggest challenge lies in facing the tension between forming strong teams while also building a channel to evangelize the corporate brand and grow sales — all while managing...

    • Downloads: 719
  • For eBusiness & Channel Strategy Professionals

    Report:The Cost Of eBusiness Operations And Customer Acquisition

    Results From Our Q1 2008 eBusiness, Channel And Product Management Survey

    How much does it cost to run an eBusiness operation? What is the true value of an online customer? To find out, Forrester recently surveyed 68 current members of our eBusiness, Channel And Product...

    • Downloads: 684
  • For eBusiness & Channel Strategy Professionals

    Report:Web Buyers — And Their Expectations — Grow Up

    Experienced Web Buyers Are Becoming The New Mainstream

    The online shopper is maturing: Only one in 10 Web buyers has less than one year of online shopping experience, down from one out of five Web buyers in 2005. In fact, today, nearly one-third of Web...

    • Downloads: 622
  • For eBusiness & Channel Strategy Professionals

    Report:The Recession's Impact On 2009 eBusiness Plans

    The Online Channel Grows In Importance Despite The Weak Economic Climate

    To get a sense for how eBusiness and channel managers are faring in the face of the economic downturn — from budgets and staffing to changing their 2009 plans for growth — we surveyed our...

    • Downloads: 552
  • For eBusiness & Channel Strategy Professionals

    Report:Mobile eBusiness Key Performance Measurements

    Benchmarks: The Mobile eBusiness Playbook

    Like mobile measurement, mobile benchmarking is still in its infancy. Hard-to-come-by benchmarks challenge eBusiness and channel strategy professionals to understand how their investment levels...

    • Downloads: 720
  • For eBusiness & Channel Strategy Professionals

    Report:2009 Cost Of eBusiness Operations And Customer Acquisition

    Competition Heats Up As Budgets Rise Along With Acquisition Costs

    There's good news and bad news for eBusiness executives. A recent survey of our eBusiness And Channel Strategy Professional Research Panel found that online budgets will increase this year. While...

    • Downloads: 597
  • For eBusiness & Channel Strategy Professionals

    Report:Adapting Your eBusiness Strategy For The Era Of Agile Commerce

    To bring eBusiness strategies in line with a vision of agile commerce — where companies serve customers seamlessly across touchpoints — we find that many firms are in the midst of massive...

    • Downloads: 758
  • For eBusiness & Channel Strategy Professionals

    Report:Retail Channel Surfers Prefer To Buy Offline

    Understanding Web Buyers' Price Expectations For Retail Shopping Channels

    Although the number of technologically inclined Web buyers is steadily increasing, Web buyers still prefer to shop in traditional offline stores, and their spending behavior confirms this — on...

    • Downloads: 532
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2010: Staffing And Hiring For eBusiness

    A few months into 2010, eBusiness is going strong, with restrained but modestly growing budgets and a shift under way toward a shared service organizational model. To get to the bottom of how...

    • Downloads: 564
  • For eBusiness & Channel Strategy Professionals

    Report:Multichannel Execution Falls Short

    eBusiness Executives Report A Gap In Multichannel Strategy Vision And Execution

    eBusiness executives have been fighting for increased investments in digital channels, and their efforts have paid off: The web channel tops their firms' channel investment priorities for 2011....

    • Downloads: 637
  • For eBusiness & Channel Strategy Professionals

    Report:eBusiness Teams Reorganize . . . Again

    Traditional Models Are Stepping Stones To Long-Run Agile Strategies

    The evolution from multichannel to agile commerce strategies has eBusiness teams scrambling. Finding the right organizational structure to accommodate the complexities of the...

    • Downloads: 547
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2012: eBusiness Operations And Customer Acquisition Benchmarks

    eBusiness Budgets Rise Again . . . And Will Continue To Grow

    eBusiness budgets rose again in 2011 and will keep rising in 2012. Why? Competition is heating up. The average eBusiness team is still maturing, and B2B firms increasingly are entering the eBusiness...

    • Downloads: 582
  • For eBusiness & Channel Strategy Professionals

    Report:Beyond Sales: Driving eBusiness With Engagement

    eBusiness And Channel Leaders: Prepare A Shift To New Customer Metrics To Succeed In 2009

    Will there ever be a shift away from the prevailing maniacal goal of increased sales online as a measure of success for eBusiness? Yes — and it's happening now. In Q1 2009, we surveyed members...

    • Downloads: 519
  • For eBusiness & Channel Strategy Professionals

    Report:B2B eBusiness: Preparing For Online Liftoff

    As more and more traditionally nonconsumer brands begin to move online, questions abound: How do we sell online? What do we sell to — or how do we service — our customers online? How do...

    • Downloads: 514