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 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.


Carrie is a magna cum laude graduate of Bowdoin College.

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12 results in Reports

  • Carrie Johnson
  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Channel Strategy: An Overview

    How eBusiness Leaders Should Approach Mobile As A Sales And Service Channel

    Across the globe, the mobile channel is growing at a rapid rate. eBusiness and channel strategy leaders at B2B and B2C firms are at the forefront: 94% of eBusiness managers we surveyed are either...

    • Downloads: 2347
  • For eBusiness & Channel Strategy Professionals

    Report:How To Get Customers To Shop Online

    How Consumers Research, Buy, And Get Service

    Our research still shows that despite the adoption of online transactions, consumers prefer in-store experiences over the Web when it comes to researching, buying, and getting customer service. This...

    • Downloads: 993
  • For eBusiness & Channel Strategy Professionals

    Report:Best Practices In Organizing For eBusiness

    Centralized Teams Lead As Best Practices

    In the face of the global economic downturn, eBusiness leaders face heightened scrutiny as firms place increased emphasis on the Web as a driver of sales and growth for their companies. eBusiness...

    • Downloads: 900
  • For eBusiness & Channel Strategy Professionals

    Report:Retail Channel Surfers Prefer To Buy Offline

    Understanding Web Buyers' Price Expectations For Retail Shopping Channels

    Although the number of technologically inclined Web buyers is steadily increasing, Web buyers still prefer to shop in traditional offline stores, and their spending behavior confirms this — on...

    • Downloads: 536
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2012: eBusiness Operations And Customer Acquisition Benchmarks

    eBusiness Budgets Rise Again . . . And Will Continue To Grow

    eBusiness budgets rose again in 2011 and will keep rising in 2012. Why? Competition is heating up. The average eBusiness team is still maturing, and B2B firms increasingly are entering the eBusiness...

    • Downloads: 617
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2011: Staffing And Hiring For eBusiness

    eBusiness Leaders Who Struggle To Fill Open Jobs Can't Settle For Mediocrity

    Unemployment plagues the US, yet eBusiness and channel strategy professionals face a counterintuitive problem — hiring. They struggle to fill customer experience, IT, and business analyst...

    • Downloads: 525
  • For eBusiness & Channel Strategy Professionals

    Report:B2B eBusiness: Preparing For Online Liftoff

    As more and more traditionally nonconsumer brands begin to move online, questions abound: How do we sell online? What do we sell to — or how do we service — our customers online? How do...

    • Downloads: 520
  • For eBusiness & Channel Strategy Professionals

    Report:How Big Online Spenders Use The Web

    US Adults Who Transact Online Are More Likely To Use The Web For Everything

    Online transactors — US online adults who bank online, apply for health insurance online, and book air travel online — are incorporating a wide variety of online activities into their...

    • Downloads: 334
  • For eBusiness & Channel Strategy Professionals

    Report:Strategic Staffing For Mobile eBusiness

    As mobile adoption increases, eBusiness and channel strategy professionals are challenged to determine how these devices integrate with their existing sales and service channels. It is imperative...

    • Downloads: 407
  • For eBusiness & Channel Strategy Professionals

    Report:Staffing For The Art And Science Of eBusiness

    A Further Look At Key eBusiness Skills And Functions

    What is the goal of eBusiness teams? To sell goods and services. As a result, eBusiness teams have become masters in the art of sales. As teams pivot efforts to optimize interactions across digital...

    • Downloads: 331
  • For eBusiness & Channel Strategy Professionals

    Report:Connected Gen Yers Create Custom Products Online

    Social Computing Increases The Creation And Importance Of Custom Products

    Interest in creating custom consumer products has remained flat overall during the past three years. But, as more young consumers embrace Social Computing, it's not surprising that Gen Yers are the...

    • Downloads: 250
  • For eBusiness & Channel Strategy Professionals

    Report:US Auto Insurers' Slow Merge Onto The Information Superhighway

    US auto insurance carriers like Progressive and GEICO have grown their online channels significantly over the past few years. Yet in 2006, online applications accounted for only 5% of total auto...

    • Downloads: 170