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 Shop.org 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.

Education

Carrie is a magna cum laude graduate of Bowdoin College.

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  • Zia Daniell Wigder
  • For eBusiness & Channel Strategy Professionals

    Blog:eCommerce Evolution in Latin America

    I just got back from a couple of days at eTail Latin America in Miami — it was my third year at the event and I always come away having learned an enormous amount from the other attendees. This...

    • For eBusiness & Channel Strategy Professionals

      Blog:The Global eCommerce Opportunity

      At Forrester, we've recently launched playbooks on topics such as Agile Commerce, Retail eCommerce, and B2B eCommerce. We are now getting underway with an eCommerce globalization playbook: Our...

      • For eBusiness & Channel Strategy Professionals

        Charts & Figures:Marketplaces Are Becoming A More Popular Way For Brands To Sell Online

      • For eBusiness & Channel Strategy Professionals

        Report:International Shipping Solutions For US Online Retailers

        Using Cross-Border Shipping To Reach Global Customers

        The US may boast the largest eCommerce market today, but eCommerce growth rates are far higher in other countries across Europe, Asia Pacific, Latin America, and other regions of the globe than in...

        • Downloads: 354
      • For eBusiness & Channel Strategy Professionals

        Blog:Selling Luxury Goods To Online Shoppers In China

        We just published a report on the online luxury shopper in China, Selling Luxury Goods To Online Shoppers In China. The report looks at the demographic of the online luxury shopper in China and the...

        • For eBusiness & Channel Strategy Professionals

          Blog:Three Things We've Learned About Emerging eCommerce Markets

          As global eCommerce players like Alibaba and Rocket Internet have made headlines in recent weeks, there has been much focus on how eCommerce is emerging around the globe. While a lot of the media...

          • For eBusiness & Channel Strategy Professionals

            Blog:On eCommerce In South Africa And Beyond

            I recently had a chance to catch up with another global eCommerce enthusiast: Hendrik Laubscher works for PriceCheck, a price comparison site in South Africa owned by MIH Internet Africa. He and...

            • For eBusiness & Channel Strategy Professionals

              Charts & Figures:Forecast: Online Retail Spending In Mexico (B2C And C2C), 2013 To 2019

              The Online Retail Markets Of Brazil, Argentina, And Mexico Will More Than Double By 2019

            • For eBusiness & Channel Strategy Professionals

              Charts & Figures:Retailers Such As Casa & Video Promote Buy Online, Pick Up In-Store

            • For eBusiness & Channel Strategy Professionals

              Report:Asia Pacific Online Retail Forecast, 2013 To 2018

              Trends In China, Japan, South Korea, India, And Australia

              The past decade has solidified the leading role that Asia Pacific plays in the global economy, and eCommerce is no exception. Our forecast outlines the magnitude of the opportunity in the region:...

              • Downloads: 638
            • For eBusiness & Channel Strategy Professionals

              Blog:Five Global Marketplaces All Brands Must Know

              Global online expansion is not the same game it was just a few years ago. Today companies are taking a multi-pronged approach to international expansion and looking at a variety of different ways to...

              • For eBusiness & Channel Strategy Professionals

                Blog:The Path Toward eCommerce Maturity

                Last year, we introduced our framework for how eCommerce markets evolve: Consumers come online to connect and entertain, then start to engage in eBusiness basics like online banking and travel.**...

                • For eBusiness & Channel Strategy Professionals

                  Blog:eCommerce in Brazil Charges Forward

                  I returned yesterday from a short trip to Brazil - I spoke at eTail in São Paulo on Monday and spent a few days meeting with retailers, vendors and agencies. Some of the takeaways from...

                  • For eBusiness & Channel Strategy Professionals

                    Blog:Four Takeaways From An Evening Of Omnichannel Retail In New York

                    Last night we held an event here in New York in which VP & Principal Analyst Peter Sheldon presented some of his recent research on the new omnichannel imperative.  He talked through the state...

                    • For eBusiness & Channel Strategy Professionals

                      Blog:Capture The Global eCommerce Opportunity

                      eCommerce growth continues unabated around the world, with eCommerce being cited as a driver of overall economic growth in markets from China to Nigeria. Indeed, online retail revenues continue to...

                      • For eBusiness & Channel Strategy Professionals

                        Report:Understanding The Dynamics Of China's eCommerce Market

                        China is set to be the world's largest eCommerce market by 2015. Growth in this market shows no signs of slowing down, but many of the forces driving sales differ from other eCommerce markets. This...

                        • Downloads: 565
                      • For eBusiness & Channel Strategy Professionals

                        Blog:The End Of A Long Week In eBusiness In New York

                        My colleague Patti Freeman Evans put up a great blog post yesterday about eBusiness efforts post-Sandy. I wanted to finish off the week with a snapshot of the ATM screen I took about 10 minutes ago...

                        • For eBusiness & Channel Strategy Professionals

                          Charts & Figures:Forecast: Latin America Online Retail Sales By Category, 2012

                          A Look At eCommerce Growth In Brazil, Mexico, And Argentina

                        • For eBusiness & Channel Strategy Professionals

                          Blog:eCommerce Sales In Brazil, Mexico And Argentina Will More Than Double By 2019

                          Latin America remains solidly on the radar of eCommerce leaders taking their brands global—at the same time, local players are rolling out sophisticated offerings of their own to compete with...

                          • For eBusiness & Channel Strategy Professionals

                            Blog:The Globalization Of eCommerce In 2014

                            eCommerce players of all types continued to build out their global footprint in 2013. Asos launched new sites for Russia and China, for example, and eBay targeted shoppers in Brazil with a new mobile...

                            • For eBusiness & Channel Strategy Professionals

                              Charts & Figures:Forecast: Online Retail Spending In India (B2C And C2C), 2012 To 2018

                              Trends In China, Japan, South Korea, India, And Australia

                            • For eBusiness & Channel Strategy Professionals

                              Blog:Trends In India's eCommerce Market

                              Together with our colleague Manish Bahl in Forrester’s New Delhi office, we just published our first report analyzing the eCommerce landscape in India. The report looks at the changing demands...

                              • For eBusiness & Channel Strategy Professionals

                                Report:Capture The Global eCommerce Opportunity

                                Landscape: The eCommerce Globalization Playbook

                                Gone are the days when most brands offered just one or two international sites: Today, a global eCommerce footprint is the end goal. To reach that goal, companies are taking a strategic look at the...

                                • Downloads: 1887
                              • For eBusiness & Channel Strategy Professionals

                                Blog:Three Rules When Exploring New Markets

                                I consider myself incredibly fortunate to have the job I do: Every year, I get to explore new markets around the globe and meet people who are equally passionate about building eCommerce businesses....

                                • For eBusiness & Channel Strategy Professionals

                                  Blog:Some global themes from recent events

                                  Over the past month, I’ve had the great fortune of taking part in three fantastic events: Forrester’s own Marketing & Strategy Summit in Shanghai, Demandware’s XChange Conference in...