Forrester

Why Read This Report

Agile commerce promises 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 retailers will need to adjust to the reality of shrinking margins and cherry-picking customers as eCommerce sales growth continues to outpace overall retail sales growth and consumer usage of mobile devices further shifts shopping to the web channel even when buyers are in the aisles of brick-and-mortar retailers. This report provides the vision component of the retail eCommerce playbook; it lays out the implications of this shifting landscape for retailers as well as how innovative retail firms can thrive amid these challenges in the decade to come. This report is an update to the report of the same name originally published on December 27, 2011.