Forrester

Why Read This Report

The UK online retail market is the largest and most mature in Europe, but an almost daily stream of innovation is making things steadily more complex and chaotic. In a market led predominantly by multichannel high-street retailers that are fast learning how to engage customers consistently across multiple touchpoints, shoppers will continue to turn to the Web — not only to buy products but also to lead and inform their offline purchases, trusting ratings, reviews, and peer opinion to guide their decisions. The pace of change is increasing, and UK eBusiness executives must respond by prioritizing their activities to deliver both short-term value as well as long-term multichannel transformation.