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BizReport : Ecommerce archives : December 23, 2015

Prediction: Ecommerce to exceed 10% of retail sales in 2016

If the 2015 holiday season has shown one thing it is that shoppers are becoming more and more comfortable not only with online shopping, but with mobile shopping. There have been several $1 billion shopping days since Thanksgiving Day in the us, and one expert believes this trend will continue into 2016.

by Kristina Knight

"Ecommerce is finally making a very real dent in revenues, and will get the place it deserves at the table [in 2016]," said Kurt Heineman, CMO, Reflektion. "Companies can no longer afford to treat digital as a separate channel. Pricing and promotions must be consistent across online and brick and mortar storefronts."

Heineman also predicts mobile will come into its own, with traffic from mobile devices exceeding 50% of total Ecommerce traffic in 2016. But, perhaps more importantly, showrooming will become more about transactions than research.

"For example, a shopper is standing in your competitor's brick and mortar location and they find an item you happen to sell for a better price. Before making that purchase, they showroom - or compare in-store prices to what they find online. If your site reflects that better price, then congratulations - you have just converted a shopper from your competitor's aisles. On the other hand, if your best offer is only available in your physical brick-and-mortar shelves 10 miles away, you'll set yourself up for an unnecessary lost opportunity. This is an example of why it's so crucial for retailers to work towards consistency across all touchpoints. You can no longer afford to segregate mobile from brick and mortar," said Heineman.

That leads us to payment options, which Heineman believes will become more device centric.

"In 2016, more people will use their smartphones for transactions than ever before. Retailers will soon no longer see smartphones as a research-only device, a trend that's already started to take off. Retailers will also see the downside of the endless aisle (customer service, delivery, returns, brand damage, etc.) and will soon dial back on the number of products and providers they use - instead focusing on delivering high-quality items that can be shipped more quickly," said Heineman.

Image via Shutterstock

Tags: ecommerce, ecommerce trends, m:commerce, mobile commerce, mobile marketing, Reflektion

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