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The Retail E-Commerce Playbook For 2021

The Art And Science Of Retail eCommerce

Retail eCommerce sales continue to climb, and digital business executives must check all the boxes to ensure that they're not missing either opportunities for direct online sales or ways that...

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  • Report The Forrester Retail Wave™: US Mobile Apps, Q1 2019

    Today's Retail Apps Meet mCommerce Objectives But Fail To Inspire Omnichannel Shopping
    February 25, 2019 | Brendan Miller, Jennifer Wise

    Mobile has become the dominant digital touchpoint, so retailers and digital business professionals must elevate their mobile experiences to win, serve, and retain their loyal customers. In 2017, we...

  • Report How US Customers Research And Buy Life Insurance

    Meet Prospects At The Point Of Need With Easy Ways To Research And Apply
    February 14, 2019 | Benjamin Ensor, August du Pont

    Life insurance isn't consumers' top priority — until life events prompt them to buy it. Digital teams need to have the right resources in place for when that moment hits. This report explains why...

  • Report Retailers: Extend Omnichannel Capabilities To The Customer, Not Just Operations

    December 19, 2018 | Michelle Beeson

    Forrester's 2018 Retail Omnichannel Capabilities Assessment benchmarked eight leading European retailers and two in the US to help digital business executives understand how their omnichannel...

  • Report The Forrester Automotive Wave™: US Websites, Q2 2018

    The Playing Field Is Wide Open For Carmakers To Break Away
    June 18, 2018 | Brendan Miller, Andrew Hogan

    US new auto sales surpassed 17 million vehicles in 2017 — one of the best years on record for the auto industry. Can it do better? Over 90% of US auto shoppers used manufacturers' websites to guide...

  • Report 2018 Retail Best Practices: Mobile Web

    Apply Lessons Learned From Forrester's Retail Wave™: US Mobile Web, Q4 2017
    February 2, 2018 | Brendan Miller

    Mobile web is booming: We forecast that US retail sales via smartphone will grow at a compound annual growth rate (CAGR) of 18% over the next five years. Plus, smartphones will impact more than...

  • Report Assess How Your Omnichannel Capabilities Stack Up

    November 13, 2017 | Michelle Beeson

    Forrester's 2017 Retail Omnichannel Capabilities Assessment benchmarked 16 leading UK and US retailers to help digital business executives understand how their omnichannel capabilities compare with...

  • Report The Forrester Retail Wave™: US Mobile Web, Q4 2017

    The Functionality And Usability Gap Widens Among Top Retailers' Mobile Websites
    October 26, 2017 | Brendan Miller, Jennifer Wise

    The mobile web is becoming many retailers' most visited digital channel, yet it converts at an average of just 1% — less than both desktop web and mobile apps. To increase mobile web conversion,...

  • Report The Top Retail Technologies To Watch In 2017

    NRF's Big Show Reveals What Is Hot Versus Hype
    March 8, 2017 | Brendan Witcher

    Retailers must often identify "hot versus hype" in the digital tech landscape. Why? Because investing in tech too far ahead of consumer expectations and behaviors can lead to abandoned programs and...

  • Report Assess Your Digital Store Functionality

    October 20, 2016 | Michelle Beeson

    Forrester used its Digital Store Functionality Benchmark methodology to assess 20 leading retailers across the UK and US. Our benchmark helps retail digital business executives better understand...

  • Report Capture The Global eCommerce Opportunity

    Shift Your Approaches To Globalization
    August 12, 2016 | Lily Varon

    Gone are the days when most brands offered just one or two international sites: Today, the end goal is a global eCommerce footprint. To reach that goal, eBusiness professionals are taking a...

  • Report Examining The Mobile Pathways Of US Shopping Websites

    A Forrester Data Snapshot
    June 16, 2016 | Nicole Dvorak

    Smartphone owners often navigate from one mobile destination to the next in a single session. Mobile pathways analysis explores the popular destinations customers visit right before and after your...

  • Report 2015 Retail Omnichannel Functionality Benchmark

    Upgrade Process, Metrics, And Technology For Omnichannel Success
    May 6, 2016 | Michelle Beeson

    Forrester used its Retail Omnichannel Functionality Benchmark methodology to assess 20 leading retailers across the UK and US to help retail digital business executives better understand how their...

  • Report The Evolution Of Global eCommerce Markets

    Analyze Markets For Strategy Fit And ROI
    February 5, 2016 | Lily Varon

    Global eCommerce is evolving rapidly. Consumers around the globe are migrating online, with shopping increasingly becoming a key part of the online experience. Countries vary greatly in their...

  • Report Cross-Border eCommerce: The Opportunity For US Online Retailers

    International Shipping Solutions Provide A Low-Cost Way To Reach Global Online Shoppers
    July 24, 2015 | Lily Varon, Zia Daniell Wigder

    eCommerce growth rates in many regions of the globe are outpacing eCommerce growth in the US. As a result, eBusiness executives at US online retailers are considering new ways to expand globally....

  • Report US Retail Segmentation: Gen Y Online Shoppers

    Using Forrester Technographics® To Profile Generation Y Online Shoppers In The US
    May 19, 2014 | Martin Gill, Sucharita Kodali, Douglas Roberge

    In the US, Gen Y is a digitally savvy segment that frequently buys online through a number of touchpoints and will continue to be a core segment for US online retailers for years to come. eBusiness...

  • Webinar Introducing The New Retail Segmentation: Making Sense Of Emerging Patterns Of Multitouchpoint Shopping

    May 1, 2014 | Michelle Beeson

    This Webinar introduces Forrester's new global retail segmentation framework for understanding the touchpoints retail shoppers use around the globe. The segmentation identifies increasingly...

  • Report Introducing The Global Retail Segmentation

    Leverage Forrester's Global Technographics® Benchmark Data To Design Localized Retail Experiences
    January 29, 2014 | Martin Gill

    It's easy for eBusiness executives to assume that shoppers use different touchpoints the same everywhere. But the reality is that there are some significant global differences in consumers'...

  • Report Predictions 2014: US Retail eBusiness

    January 23, 2014 | Sucharita Kodali

    As eCommerce approaches $300 billion in sales in the US, it has a more pronounced effect on virtually every shopping category and on the ecosystem of devices and delivery formats that supports it....

  • Report International Shipping Solutions For US Online Retailers

    Using Cross-Border Shipping To Reach Global Customers
    September 17, 2013 | Kelland Willis, Zia Daniell Wigder

    The US may boast the largest eCommerce market today, but eCommerce growth rates are far higher in other countries across Europe, Asia Pacific, Latin America, and other regions of the globe than in...

  • Report Welcome To The Era Of Agile Commerce

    July 19, 2013 | Martin Gill

    Multichannel commerce is being reborn. Traditional ways of describing multichannel commerce no longer work because customers don't interact with companies from a "channel" perspective. Customers...

  • Report Website Functionality Benchmark 2012: US Online Grocers

    Forrester Applies Its Website Functionality Benchmark To The Sites Of Four US Online Grocery Stores
    July 26, 2012 | Patti Freeman Evans

    Forrester evaluated the grocery websites of the four most frequently used online grocers based on Forrester Consumer Technographics® data — AmazonFresh, FreshDirect, Peapod, and Safeway — using our...

  • Report Establishing A Global Direct Online Sales Footprint

    An Analysis Of B2C Manufacturers' International Expansion
    January 26, 2012 | Zia Daniell Wigder

    Global brands are increasingly looking to sell direct on their own websites — and not just in their home markets. After examining the global direct-to-consumer sales presence of manufacturers...

  • Report Website Functionality Benchmark 2011: Mass Merchants

    Forrester Applies Its Website Functionality Benchmark Methodology To The Sites Of Four US Mass Merchants
    December 19, 2011 | Patti Freeman Evans

    In the large-format mass merchant sector, Wal-Mart and Target have successfully implemented market-leading online retail functionality and connected consumer touchpoints to enhance their customer...

  • Report Website Functionality Benchmark 2011: Luxury Department Stores

    Forrester Applies Its Website Functionality Benchmark Methodology To The Sites Of Four US Luxury Department Stores
    October 5, 2011 | Patti Freeman Evans

    Forrester applied its Website Functionality Benchmark evaluation methodology to the top four US luxury department stores: Barneys New York, Neiman Marcus, Nordstrom, and Saks Fifth Avenue. These...

  • Report Using International Shipping To Reach Online Shoppers Around The Globe

    How US Online Retailers Can Extend Their Offerings To Consumers Abroad
    August 5, 2011 | Zia Daniell Wigder

    Given that online retail growth rates remain higher outside the United States than within, eBusiness executives are increasingly looking to tap into online buyers in other markets. The lowest-cost...

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