Sucharita Mulpuru

Vice President, Principal Analyst serving eBusiness & Channel Strategy PROFESSIONALS

Sucharita serves eBusiness & Channel Strategy Professionals. She is a leading expert on eCommerce, multichannel retail, consumer behavior, and trends in the online shopping space. She is also a noted authority on technology developments that affect the online commerce industry and vendors that facilitate online marketing and merchandising.

In her research, Sucharita covers such consumer-oriented topics as eCommerce forecasting and trends, merchandising best practices, conversion optimization, and social computing in the retail world. She has also authored "The State Of Retailing Online," a joint study conducted annually with Shop.org and a leading industry benchmark publication.

Previous Work Experience

Prior to Forrester, Sucharita was the director of marketing at Saks Fifth Avenue, where she managed the customer acquisition, retention, and market research efforts for the $2 billion luxury retailer's online channel. Prior to Saks, she held management positions at Toys R Us, where she was a merchant in the Babies R Us division and a store manager in one of the company's largest toy stores. She also worked for the Walt Disney Company, where she developed and managed marketing plans for new business initiatives, including the Disney Stores, the Disney Cruise Line, and Club Disney.

Additionally, she was involved in the expansion of Cap Cities/ABC properties, specifically ESPN Zone, ESPN Magazine, and the Go.com network. She has written two nonfiction books and has contributed to BusinessWeek Online.

Education

Sucharita holds a B.A. in economics from Harvard University and an M.B.A. from the Stanford Graduate School of Business.

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22 results in Reports

  • Sucharita Mulpuru
  • eBusiness & Channel Strategy
  • Past 18 months
  • For eBusiness & Channel Strategy Professionals

    Report:The New Paradigm Of Retail

    Vision: The Retail eCommerce Playbook

    Omnichannel and agile commerce promise to change the offers that retailers provide and the ways in which consumers buy; as a result, the look and feel of retail is certain to change in lockstep. All...

    • Downloads: 3340
  • For eBusiness & Channel Strategy Professionals

    Report:The Art And Science Of Retail eCommerce

    Executive Overview: The Retail eCommerce Playbook

    As retail eCommerce sales continue to explode, eBusiness executives must check all the boxes to ensure that they are not missing opportunities in this critical channel. This playbook provides...

    • Downloads: 1707
  • For eBusiness & Channel Strategy Professionals

    Report:The eCommerce Juggernaut Dominates Retail

    Landscape: The Retail eCommerce Playbook

    In the second chapter of the retail eCommerce playbook, we lay out the current state of eCommerce and the enormous trillion-dollar opportunity it will represent around the world by 2018. We discuss...

    • Downloads: 1424
  • For eBusiness & Channel Strategy Professionals

    Report:US Online Retail Forecast, 2012 To 2017

    US Online Retail Will Reach $262 Billion In 2013

    Online retail in the US continues to grow at a rapid rate, outpacing sales growth at traditional stores and stealing market share from them. We predict that online retail in 2013 will reach $262...

    • Downloads: 1508
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2013: US Retail eBusiness

    As US online retail continues to grow and capture shopper wallet share, online retail executives must determine the best areas on which to focus their limited resources, particularly given the number...

    • Downloads: 1009
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2013: Marketing And Merchandising

    Forrester partnered with Shop.org for its annual report of eCommerce benchmarks, gathered from a survey of retailers that sell online. We published the first 2013 report earlier this year, covering...

    • Downloads: 967
  • For eBusiness & Channel Strategy Professionals

    Report:US Cross-Channel Retail Forecast, 2012 To 2017

    Like last year, our cross-channel retail forecast reveals that as consumers use smartphones more frequently and become more accustomed to shopping online, they're more likely to use the Web to...

    • Downloads: 797
  • For eBusiness & Channel Strategy Professionals

    Report:How US Consumers Shop On Mobile Devices

    Consumers Use Mobile Phones Primarily For In-Store Product Research

    Sales remain small on mobile devices, and online retailers are taking a cautious approach to investment in mobile services — for now. In this report, we discuss the size of the US mobile retail...

    • Downloads: 813
  • For eBusiness & Channel Strategy Professionals

    Report:The Retail eCommerce Metrics That Matter

    Performance Management: The Retail eCommerce Playbook

    To achieve key business goals — such as increasing retail sales both online and offline — retail eCommerce executives need to ensure that they have the right metrics in place. These metrics should...

    • Downloads: 766
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online: Key Metrics And Initiatives 2014

    This State Of Retailing Online report comprises the results from the annual survey that Forrester Research conducts in partnership with Shop.org. In this survey, online executives at retail companies...

    • Downloads: 809
  • For eBusiness & Channel Strategy Professionals

    Report:Predictions 2014: US Retail eBusiness

    As eCommerce approaches $300 billion in sales in the US, it has a more pronounced effect on virtually every shopping category and on the ecosystem of devices and delivery formats that supports it....

    • Downloads: 575
  • For eBusiness & Channel Strategy Professionals

    Report:Five Pitfalls To Avoid When Executing A Retail eCommerce Strategy

    Processes: The Retail eCommerce Playbook

    Retail eCommerce has nearly two decades of experience under its belt, so companies in the early stages of web retail can now follow a fairly established set of best practices. This report is a...

    • Downloads: 652
  • For eBusiness & Channel Strategy Professionals

    Report:US Mobile Phone And Tablet Commerce Forecast, 2013 To 2018

    Mobile Phone And Tablet Commerce Will Hit $114 Billion In 2014

    Forrester estimates that 29% of all online retail sales in the US will be transacted on smartphones and tablets by the end of 2014. Media goods (e.g., video, music, books), clothing, and consumer...

    • Downloads: 445
  • For eBusiness & Channel Strategy Professionals

    Report:US eCommerce Forecast: 2013 To 2018

    Forrester expects online retail sales in the US to reach $294 billion in 2014, or approximately 9% of all sales in the US. We're forecasting a strong compound annual growth rate (CAGR) of 9.5%...

    • Downloads: 448
  • For eBusiness & Channel Strategy Professionals

    Report:US Retail Segmentation: Gen Y Online Shoppers

    Using Forrester Technographics® To Profile Generation Y Online Shoppers In The US

    In the US, Gen Y is a digitally savvy segment that frequently buys online through a number of touchpoints and will continue to be a core segment for US online retailers for years to come. eBusiness...

    • Downloads: 387
  • For eBusiness & Channel Strategy Professionals

    Report:Free Shipping Continues To Be Every Retailer's Frenemy

    Shipping can be seen as both a friend and an enemy to retailers, incentivizing customers to transact via free offers on the one hand while incurring hard costs on the other. Unfortunately, retailers...

    • Downloads: 333
  • For eBusiness & Channel Strategy Professionals

    Report:US Online Holiday Retail Forecast, 2013

    US Online Holiday Sales To Top $78 Billion

    Forrester estimates that US holiday season online sales will grow 15% from 2012 to 2013. Despite a dip in consumer confidence in October and a truncated holiday season, Forrester expects consumers to...

    • Downloads: 279
  • For eBusiness & Channel Strategy Professionals

    Report:Bitcoin: Some Parts Brilliant, Some Parts Sure To Bomb

    An Executive Q&A On Why Bitcoin Is Flawed But Will Spur More Efficient Payment Systems

    Bitcoin has attracted significant attention in recent months from entrepreneurs, journalists, consumers, merchants, and government entities. eBusiness executives, especially at banks and retailers,...

    • Downloads: 272
  • For eBusiness & Channel Strategy Professionals

    Report:Quick Take: Fire Phone Fails; Amazon Doesn't

    Insights, Not Sales, Will Define Amazon's Success

    On June 18, 2014, Amazon announced the launch of a smartphone, named the Fire Phone, with unique hardware and services designed to enhance its core businesses: retail and a digital platform....

    • Downloads: 127
  • For eBusiness & Channel Strategy Professionals

    Report:US Cross-Channel Retail Sales Forecast: 2014 To 2018

    Web-Influenced Offline Sales Total More Than $1 Trillion In 2014

    We forecast that US cross-channel retail sales, which we define as transactions that touch a digital medium but are not completed on the Internet, will reach $1.4 trillion in 2014 and grow to $1.8...

    • Downloads: 182
  • For eBusiness & Channel Strategy Professionals

    Report:Why Every Online Retailer Needs To Think Green

    The "Green Consumer" Opportunity And How Retailers Can Seize It

    Retailers have been dancing around green initiatives for years, but consumer demand has finally put green retail on the main stage. In addition to their obvious positive (or, at least, less damaging)...

    • Downloads: 167
  • For eBusiness & Channel Strategy Professionals

    Report:Three Things Frightening Retailers Now

    An Analysis Of Web-Related Risk Factors Disclosed In SEC Filings

    eCommerce and technology have become a larger part of retail companies overall, but the benefits of web sales also come with significant risks. We looked at the risk factors cited in the U.S....

    • Downloads: 128