Trends Report

The State Of Retailing Online 2015: Marketing And Merchandising

August 21st, 2015
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
With contributors:
Carrie Johnson , Laura Naparstek , Laura Glazer

Summary

Shop.org, the digital division of the National Retail Federation, in partnership with Forrester Research, conducted its annual survey of web retailers in May and June of 2015. This study is a review of the online marketing and merchandising metrics surfaced in that study, including allocation of budget on-site and off-site by eCommerce companies. Overall, eCommerce retailers are currently spending a single-digit percentage of their web sales on digital marketing efforts. The most common merchandising initiative for 2015 is a site redesign. This report is a follow-up to an earlier study titled "The State Of Retailing Online 2015: Key Metrics."

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