Trends Report

The State Of Retailing Online 2020: Marketing, Omnichannel, And Mobile

April 21st, 2020
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
With contributors:
Fiona Swerdlow , Nicole Murgia

Summary

Forrester surveyed online retailers in its annual "The State Of Retailing Online" study in partnership with the National Retail Federation (NRF). Overall retail continues to grow, including online sales, which benefit from investments in eCommerce technologies and website optimization. At the same time, digital marketing remains a thorn in the side of retailers that struggle to acquire new shoppers cost-effectively. Media reports notwithstanding, a majority of retailers surveyed actually ended 2019 with a greater number of stores. Note: The research for "The State Of Retailing Online" was completed in Q4 2019, prior to the COVID-19 crisis.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.