The 2019 eCommerce Outlook for Brands5 things brands must do to accelerate eCommerce growth next year, based on the Profitero / Kantar Consulting industry benchmarking surveyExecutive Summary What's Next?From building the foundation to accelerating growthWith global retail eCommerce sales expected to hit $3.5T in 2019, the digital transformation of shopping can no longer be denied. But are brands positioned and ready to capitalize on this change? Where do they see gaps in their ability to compete in eCommerce? Where are they investing most to win? Each year, Profitero surveys hundreds of eCommerce decision makers and influencers globally and scans thousands of LinkedIn profiles to get a pulse on how brands are evolving to tackle the eCommerce opportunity. This year, we collaborated with Kantar Consulting to gather even more insights and dive deeper into how brands are positioning for the future. Compared to last year, we see even stronger signs that brands are initiating sweeping organizational changes toward eCommerce at a rapid pace. If 2017 and 2018 were about getting the foundation in place, 2019 will be all about acceleration.2019 is shaping up to be a blockbuster year for investing in eCommerce. With all of the activity surrounding eCommerce, five key insights from our analysis stand out.“The rise of retail ecosystems governed by algorithms, and the ability to extract meaningful insights from data to provide channel and touchpoint fluidity, is fundamentally changing the rules of engagement. To win, brands must break down the silos and work in cross-functional teams — with marketing, sales, consumer engagement, eCommerce, stores, data analysis and supply chain — all working in harmony.” — Malcolm Pinkerton Vice President eCommerce & Digital Insights, Kantar ConsultingJoin our webinar on Dec. 3 for more in-depth insights and analyses21. Act now to build digital capabilities or risk being left behindNoviceAmateurAdvancedExpertLeaderDon't know23%9%25%20%37%41%8%16%2%9%5%4%20172018Maturity level of brand manufacturers in organizing around eCommerceSource: Profitero eCommerce benchmarking survey, 2017 & 2018Brands are maturing and becoming increasingly confident they can handle the more sophisticated aspects of eCommerce. This boost in “confidence” is mirrored by brands’ willingness to invest more in eCommerce. Decrease by more than10%Decrease by up to 10%No changeIncrease up to 10%Increase by more than10%0%5%20%41%35% Brands' expected change in expenditures on eCommerce initiatives (year-over-year)Source: Profitero eCommerce benchmarking survey, 201857% self-identify as advanced or experts, up from 45% last yearAnother 9% consider themselves leaders76% of brands are increasing their eCommerce spendingIn fact, 76% of brands surveyed are increasing their eCommerce investment. If your brand is not among those investing heavily in eCommerce, it’s time to...
