eCommerce refers to activities in which businesses — or consumers — use the Internet to identify supplies, select products and services, complete financial transactions, and/or obtain services. Delivery may occur online or outside of the Internet. Research coverage includes eCommerce platforms and technologies and mobile eCommerce.

Latest Research

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Omnichannel Maturity Assessment

    Assessment: The Omnichannel Commerce Playbook

    June 24, 2019 Brendan Witcher, Claudia Tajima

    Supporting an omnichannel fulfillment program is table stakes in retail today. Organizations need to assess their omnichannel maturity to understand their current state and compare it with their desired state. This report reveals why customers are demanding more, why capabilities need to evolve, and how to target areas for improvement. Communicating these gaps is challenging, and this assessment will help eCommerce professionals explain where their company stands vis-à-vis the competition so the executive team can guide the strategic plan to the next level. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The 3D Connected Consumer In 2019

    Create A Portfolio Of Experiences That Maps To How Your Customers Connect

    June 20, 2019 Julie A. Ask

    Three dimensions — devices, platforms, and channels — now define how connected consumers are, and brands must serve their customers wherever they are in these complex ecosystems. Digital business professionals must take a fresh look at how their consumers connect as they craft their technology and platform portfolios.

  • For CMO Professionals

    REPORT: The Enigma Of The New Norm: Direct-To-Consumer Disruption

    Return To The Core Of Best-In-Class Marketing To Solve Three Consumer Paradoxes

    June 13, 2019 Anjali Lai

    Direct-to-consumer (DTC) startups are storming onto the scene with a provocative brand ethos and unconventional business models that threaten retailer market share. VCs bet big on these bold brands, while critics call out the hype. Our multimethod study reveals that the DTC craze signals three growing paradoxes in consumer decision making that will reset expectations across industries. But CMOs don't need to reinvent the marketing wheel to solve these: Instead, hone classic marketing techniques to emphasize customer needs and the customer experience.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Forrester Analytics: Online Retail Forecast, 2018 To 2023 (Latin America)

    ForecastView Document

    June 5, 2019 Satish Meena

    Online retail in Latin America will grow at a compound annual growth rate (CAGR) of 22.3% to reach $129 billion in 2023. Brazil remains the largest market due to increased investment by online retailers and growth in marketplace sales, while Chile is the fastest-growing market. Our forecast details online retail growth across 12 product categories and six markets — Argentina, Brazil, Chile, Colombia, Mexico, and Peru.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Forrester Analytics: Online Beauty Forecast, 2019 To 2024 (Global)

    ForecastView Document

    June 3, 2019 Michael O'Grady, Reineke Reitsma

    By 2024, 25% of the global personal care market will be online, up from 13% in 2018; 41% of global beauty and cosmetics sales will come from Asia Pacific shoppers, up from 35% in 2018. The cosmetics market in China will grow three times faster than that of the US. This new global forecast for 2019 details personal care sales both online and offline for skincare, haircare, color cosmetics, fragrances, and toiletries across 18 countries in North America, Latin America, Europe, Asia Pacific, Africa, and the Middle East.

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