Back Office: Playing the E-Commerce Game
A new report, "Online Commerce in 2009: The Game Has Changed, Have Retailers?", which was conducted by Retail System Research (RSR) and sponsored by e-commerce specialist ATG (Art Technology Group), outlines the changing world of retail sales and explores some of the challenges, opportunities and solutions surrounding e-commerce. The following text and charts are taken from the report.
The study was conducted mainly because online sales in these dismal economic times represent one of the only areas of retail that is growing. Last year, RSR's survey respondents - mainly large, multi-channel retailers - said they were unsure what it was about the online channel that captivated consumers. As a result, few were making investments in advanced Web applications. Instead, they were waiting to see which e-commerce technologies would become surefire differentiators. Most were content to keep product information accurate and up-to-date. This year's survey was conducted between July and September with 71 retailers.
Since then, though, consumers have accelerated their online shopping habits, particularly when it comes to seeking coupons and discounts, and participating in social networking sites. Mobile adoption has also grown with the prevalence of iPhones and other smart phones. This has resulted in a broad adjustment of what online commerce really means.