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 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 network. She has written two nonfiction books and has contributed to BusinessWeek Online.


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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25 results in Reports

  • Sucharita Mulpuru
  • Consumer Electronics
  • For eBusiness & Channel Strategy Professionals

    Report:Case Study: How GameStop Is Fighting Disruption

    Like many companies in the physical media sector, video game retailers face disruption from mobile devices, digital distribution, and intense competition. This case study provides eBusiness...

    • Downloads: 73
  • For eBusiness & Channel Strategy Professionals

    Report:Google, Amazon, Apple, And Facebook: What eBusiness Executives Need To Know For 2012

    As four of the largest and arguably most currently influential technology companies — Google,, Apple, and Facebook — continue to exhibit ambitious tendencies to capture...

    • Downloads: 2066
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2012: US Retail eBusiness

    eBusiness executives in retail will grapple with three key trends in 2012: growth of mobile device usage, heightened competition from, and continued market share shift to web retail....

    • Downloads: 2039
  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Commerce Forecast: 2011 To 2016

    Mobile commerce is expected to reach $31 billion by 2016. While this represents a compounded annual growth rate of 39% from 2011 to 2016, mobile commerce is only expected to be 7% of overall...

    • Downloads: 3201
  • For eBusiness & Channel Strategy Professionals

    Report:Will Facebook Ever Drive eCommerce?

    Demystifying The Hype For Retail eBusiness Executives

    In spite of the fact that hundreds of millions of people around the world have Facebook accounts, the ability of the social network to drive revenue for eCommerce businesses continues to remain...

    • Downloads: 2589
  • For eBusiness & Channel Strategy Professionals

    Report:What You Need To Know About Third-Party Recommendation Engines

    eBusiness executives continue to look for new ways to increase their conversion rates and customer retention. In recent years, third-party recommendation engines, which have earned a reputation for...

    • Downloads: 1314
  • For eBusiness & Channel Strategy Professionals

    Report:US Online Holiday Retail Forecast, 2010

    Forrester expects US holiday season online retail sales to grow 16% year over year. Consumers are showing a willingness to spend this season, with affluent consumers driving the most growth. Almost...

    • Downloads: 418
  • For eBusiness & Channel Strategy Professionals

    Report:The Who, When, And Why Of Visits To Manufacturer Web Sites

    A Joint Study With Channel Intelligence Explores Shopper-Manufacturer Relations

    In our joint study with Channel Intelligence, Forrester surveyed manufacturer Web site visitors to gain a better understanding of the role the sites play in visitors' researching and purchasing...

    • Downloads: 648
  • For eBusiness & Channel Strategy Professionals

    Report:US Online Retail Forecast, 2009 To 2014

    Online Retail Hangs Tough For 11% Growth In A Challenging Economy

    Amid a global financial crisis, US online retail (excluding auto, travel, and prescription drugs) managed to grow 11% in 2009 to reach $155.2 billion. With a 10% compound annual growth rate (CAGR),...

    • Downloads: 2618
  • For eBusiness & Channel Strategy Professionals

    Report:Who Buys Groceries Online And Why

    Web grocery continues to be a low-penetration retail category online. Less than 10% of US online adults have purchased groceries online, but those who are doing so are valuable consumers: US online...

    • Downloads: 1172
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2009: Merchandising And Web Optimization

    The annual fielding of "The State of Retailing Online," a study conducted by Forrester Research, asked retailers about their prioritization and success rates regarding more than 50 site...

    • Downloads: 1705
  • For eBusiness & Channel Strategy Professionals

    Report:Success In Mobile Commerce Means Asking The Right Questions Now

    Forrester recently adapted its methodology for creating a successful social strategy — based on understanding people, objectives, strategy, and technology (POST) — to the mobile strategy...

    • Downloads: 894
  • For eBusiness & Channel Strategy Professionals

    Report:The Tasty Opportunity For Restaurants Online

    Online Ordering Has Clear Benefits, But Execution Needs Help

    Despite only a few restaurants having Web ordering capabilities, nearly one in three US Web buyers say that they have ordered food online, either through a PC or mobile device. Forrester believes the...

    • Downloads: 623
  • For eBusiness & Channel Strategy Professionals

    Report:The Emerging Opportunity In Mobile Commerce

    Explosive iPhone Adoption Resuscitates An Old Idea

    The rapid consumer adoption of the iPhone has encouraged retailers to once again consider the mobile-enabled commerce opportunity. Only 14% of US Web buyers who own a mobile device that is capable of...

    • Downloads: 1930
  • For eBusiness & Channel Strategy Professionals

    Report:Myths And Truths About Online Customer Reviews

    Ten Things Online Retailers Should Know About Customer Reviews

    Online shoppers are incorporating social content like customer ratings and reviews in their product research process, and many retailers have fully embraced the strategy. We uncovered five truths and...

    • Downloads: 1167
  • For eBusiness & Channel Strategy Professionals

    Report:Topic Overview: eBusiness And The Economy

    The silver lining in the cloud of the global recession is that Web businesses are certain to fare better than their offline counterparts as consumers continue to shift their daily activities online....

    • Downloads: 2589
  • For eBusiness & Channel Strategy Professionals

    Report:How Shoppers Evolve Online

    Examining eCommerce Tenure By Product Category

    As Web sales lose steam — online sales in the US are projected to grow 17% in 2008 over 2007 compared with a year-over-year sales increase of 66% in 2000 over 1999 — eCommerce executives...

    • Downloads: 890
  • For B2C Marketing Professionals

    Report:Benchmark 2008: The Web Purchasing Power Of Gen X

    North American Consumer Technographics

    Despite recent economic woes, online retail sales are projected to grow 17% in 2008 and surpass the $200 billion mark. Further, the bulk of online retail sales are driven by tenured Gen Xers and...

    • Downloads: 645
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2008: Marketing Report

    This report reflects the 11th annual fielding of the State of Retailing Online study, a survey conducted by Forrester Research. The objective of the study is to collect a series of...

    • Downloads: 2172
  • For eBusiness & Channel Strategy Professionals

    Report:Fashion And Online Shopping: It's A Match

    Trending US Online Fashion Buyers, 2001 To 2007

    In 2006, online apparel sales outpaced computer hardware and software for the first time — evidence of the maturing eCommerce landscape. Who are the online clothing buyers driving this growth,...

    • Downloads: 849
  • For eBusiness & Channel Strategy Professionals

    Report:Benchmark 2007: Retail

    Most Online Shoppers Are Early Adopters

    While online shopping continues to grow at a blistering double-digit pace, much of that growth results from the significant amount that the most tenured online shoppers spend online. Although they...

    • Downloads: 510
  • For B2C Marketing Professionals

    Report:How Consumers Use Manufacturers' Web Sites

    This Data Chart presents information about how consumers use manufacturers' Web sites, the results of a study by Channel Intelligence, conducted in conjunction with Forrester Research.

    • Downloads: 3
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2007: eCommerce And Online Retail

    2006 was a year of squeezing more out of existing eCommerce conversion rates, but Forrester predicts that 2007 will bring a keen focus on squeezing more out of a company's bottom line. Specifically,...

    • Downloads: 601
  • For eBusiness & Channel Strategy Professionals

    Report:Web Buyers Still Expect Lower Prices Online

    But That Doesn't Mean Retailers Have To Bottom Feed

    A history of insane promotions and deals has left the Web with the dubious reputation of being a bargain basement. As a result, online shoppers expect to find lower prices online than in other...

    • Downloads: 181
  • For eBusiness & Channel Strategy Professionals

    Report:How Damaging Are Negative Customer Reviews?

    While the vast majority of online consumers use customer reviews during the course of their research process, a much smaller percentage of online sellers offer them. Part of the anxiety with...

    • Downloads: 339