Trends Report

The State Of Retailing Online 2009: Merchandising And Web Optimization

August 14th, 2009
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
With contributors:
Patti Freeman Evans , Peter Hult , Brendan McGowan

Summary

The annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research, asked retailers about their prioritization and success rates regarding more than 50 site merchandising and Web optimization tools. Even though retailers frequently review their rolling development wish lists, the paucity of time, budget, and IT resources typically means that to-do lists continue to tackle the most basic usability challenges. In 2009, improvements to the most basic of Web functions (e.g., checkout) topped the list of retailer priorities. A minority of retailers also appear to be focusing in the coming year on other key areas and are considering eCommerce tactics such as user-influenced content and greater transparency around shipping information.

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