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For eBusiness & Channel Strategy Professionals

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

Landscape: The Retail eCommerce Playbook

April 21, 2020

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This is the Landscape report in The Retail E-Commerce Playbook For 2021.

Why Read This Report

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.

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Table of Contents

  • Retailing Thrives In A Competitive Retail Landscape
  • Customer Acquisition Remains A Costly Challenge For Online Retailers
  • Until The Coronavirus Crisis, Stores Were Holding Their Own
  • Recommendations

  • Revamp Your Marketing, Store, Innovation, Legislation Orthodoxies
  • What It Means

  • What The Impact Of COVID-19 Means
  • Supplemental Material
  • Related Research Documents

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