Forecast Report

Forrester Research Web-Influenced Retail Sales Forecast, 2015 To 2020 (US)

ForecastView Spreadsheet

September 16th, 2015

Summary

Web influence is the degree to which the Internet influences offline retail sales. This forecast highlights the effects of retailers’ cross-channel selling efforts. By 2020, we expect 42% of in-store sales to be influenced by the Internet during the customer’s purchase journey. From 2015 to 2020, web-influenced sales will grow at a compound annual growth rate (CAGR) of 6%. This forecast calculates web-influenced sales across 31 retail categories, with historical data going back to 2004. The day when almost all products reach 100% web-influenced is rapidly approaching. Therefore, online presence is vital to retailer success, especially when web-influenced sales are more than three times larger than online sales. A new addition to this year’s estimates is a top-line forecast on mobile-phone-influenced sales, which is the percentage of offline retail that is influenced by mobile phone research.

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