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凯度-电子商务概览(英文)-9-15页.pdf
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2023-07-29
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凯度-电子商务概览(英文)-9-15页.pdf
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The 2019 eCommerce
Outlook for Brands
5 things brands must do to accelerate eCommerce
growth next year, based on the Profitero / Kantar
Consulting industry benchmarking survey
Executive Summary
What's Next?
From building the foundation to accelerating growth
With 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 Consulting
Join our webinar on Dec. 3 for more
in-depth insights and analyses
2
1. Act now to build digital capabilities or
risk being left behind
Novice Amateur Advanced Expert Leader Don't know
23%
9%
25%
20%
37%
41%
8%
16%
2%
9%
5%
4%
2017
2018
Maturity level of brand manufacturers in organizing around eCommerce
Source: Profitero eCommerce benchmarking survey, 2017 & 2018
Brands 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 than
10%
Decrease by up to 10% No change Increase up to 10% Increase by more than
10%
0%
5%
20%
41%
35%
Brands' expected change in expenditures on eCommerce initiatives (year-over-year)
Source: Profitero eCommerce benchmarking survey, 2018
57% self-identify as
advanced or experts,
up from 45% last year
Another 9% consider
themselves leaders
76% of brands are increasing
their eCommerce spending
In 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 step
up your game or be left in the dust.
Novice—We are just beginning to organize around eCommerce
Amateur—We are engaging retailers in joint business planning that includes eCommerce
Advanced—All of the above plus dedicated eCommerce resources
Expert—All of the above plus clear objectives for eCommerce as a distribution & marketing/influence channel
Leader—All of the above plus we set the digital standard among our peers/competitors
3
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