Save or Share this Report

For eBusiness & Channel Strategy Professionals

The State Of Retailing Online 2008: Marketing Report

May 7, 2008

Primary author headshot


Why Read This 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 benchmarks from online retailers that primarily transact in the business-to-consumer space. This is the first of a three-part series of reports based on those findings and highlights marketing priorities, spend, allocation, and areas of marketing focus. Among the key marketing takeaways of the 2008 survey are that in 2007, customer acquisition continued to dominate online retailer marketing spend, with paid search and email marketing hailing as the most popular marketing vehicles for online retailers. For offline marketing spend, online retailers focused on catalogs and direct mail. In 2008, online retailers plan to focus less on shipping promotions and are eager to experiment with Social Computing initiatives. Forrester Web site visitors without client access to our research can purchase this report at

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Table of Contents

  • Online Retail Continues To Grow Rapidly Despite Choppy Economic Waters
  • Metrics-Driven Marketing Is Critical For Online Retailers

  • A Challenging Economic Climate Should Drive Greater Efficiency
  • Supplemental Material
  • Related Research Documents

Recommended Research