Why Read This
Companies often struggle with how to prioritize the countless issues that populate eCommerce to-do lists. This chapter of the retail eCommerce playbook is a prescriptive look at the industry standards and opportunities for differentiation in a retail eCommerce experience. We've divided the key opportunities into features and functionality to improve a site's navigation, the product detail page, and the checkout experience. The report also discusses additional areas of opportunity such as fulfillment, customer service, and multichannel execution. Much of the data in this report comes from retailer insights provided in "The State Of Retailing Online," an annual Shop.org study conducted by Forrester Research.