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 B2C Marketing Professionals

    REPORT: 2018 Mobile And New Technology Priorities For Marketers

    Why Marketers Must Keep Fixing Their Mobile Basics

    February 23, 2018 Thomas Husson

    After this year's Consumer Electronics Show in Las Vegas, we expect themes like the internet of things (IoT), chatbots, intelligent agents (IAs)— especially Google Assistant — and artificial intelligence (AI) to continue to take center stage at Mobile World Congress 2018 in Barcelona. But these innovative events have a downside: They hype a confusing landscape that threatens to distract B2C marketers from foundational mobile investments. Read this report to understand how, in light of these emerging trends, to prioritize mobile in 2018 and beyond.

  • For Application Development & Delivery Professionals

    REPORT: Case Study: Shop Direct Masters Personalization At Scale

    The Journey From A Catalog Business To A Pure-Play Online Retailer

    February 23, 2018 George Lawrie

    This report documents for application development and delivery (AD&D) professionals the way in which Shop Direct deployed personalized content at each customer journey touchpoint to drive traffic, conversion, and average order value as it evolved from a modest digital presence to become the leading UK multibrand online retailer.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Make Your Video Shoppable To Boost Online Conversion

    Optimize Your Marketing Video For Commerce

    February 23, 2018 Brendan Witcher, Nick Barber

    Retailers and brands across all product categories must differentiate themselves online while also finding ways to successfully engage and entertain today's digitally savvy, hyper-stimulated consumer. Though it is still in early stages of use, shoppable video shows promise in addressing these issues, and it also turns passive viewers into engaged customers. This report for digital business strategy professionals details the use cases, success metrics, and steps to get started using shoppable video.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Digital And Mobile Touchpoints Are Driving Offline Sales In Europe

    Highlights From The Forrester Data: Digital-Influenced Retail Sales Forecast, 2016 To 2021 (EU-7), Q1 2017 Update

    February 21, 2018 Michelle Beeson

    Consumers increasingly shop across touchpoints, so digital business professionals must understand the impact of digital touchpoints on in-store sales. In 2016, digital-influenced sales (formerly "web-influenced" sales) accounted for 31% of total European retail sales and will reach 38% of total EU retail sales in the EU (or €758 billion) by 2021. This report highlights Forrester's latest digital-influenced retail sales forecast for Europe. For the first time, this forecast includes mobile influence due to the increasing use of mobile, both in-store and outside, for research.

  • For B2C Marketing Professionals

    REPORT: Forrester Data: Online Retail Forecast, 2017 To 2022 (Western Europe), Q4 2017 Update

    ForecastView Document

    February 21, 2018 Michael O'Grady

    Online retail sales will grow at an average of 11.9% per year over the next five years in Western Europe. Italy and Spain will see the fastest online sales growth. By 2022, 21% of non-grocery retail sales will be online. Although grocery will be one of the fastest-growing online retail categories, just 4.5% of grocery sales will occur online in 2022. This forecast details growth for 22 product categories across 17 countries in Western Europe, with historical online category sales going back to 2002. It includes the most recent data from the end of 2017.

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