Trends Report

The State Of Retailing Online 2013: Key Metrics And Initiatives

January 25th, 2013
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
With contributor:
Douglas Roberge

Summary

eCommerce continues to grow at a rapid pace; on average, the retailers surveyed for Forrester and Shop.org's annual The State of Retailing Online study experienced 28% growth in sales in 2012 over 2011. Key metrics such as conversion rates, average order values, and sales from repeat customers also grew in that time frame. While still small, mobile and tablet sales are a promising revenue stream: Retailers reported triple-digit year-over-year growth in sales through those devices. As a result, many retailers are focusing on optimizing their mobile experiences, but an even larger number of web retailers believe they can kill multiple birds with one stone and improve sales across devices and platforms by improving their core site experiences, such as by improving checkout or adjusting their key pages to a responsive design framework.

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