Retail & Ecommerce


Retailers rely on a variety of marketing channels to engage customers. But identifying the most effective channels is a process, which requires establishing clear objectives and key performance indicators.

Consumers are often creatures of habit. They know the products and the brands they like—and getting them to try something entirely new can be a challenge.

Walmart’s expansion of Delivery Unlimited, its grocery delivery membership, is the latest attempt by a major retailer to make online grocery shopping more appealing. But better delivery value only addresses cost—not quality.

eMarketer principal analyst Andrew Lipsman discusses what made the Apple Store so successful, which retailers are nailing the in-store experience, McDonald’s voice-activated drive-thrus, Walmart’s ecommerce initiatives and more.

eMarketer forecasting director Shelleen Shum tees up our retail sales estimates for Western Europe and why Italy is lagging behind the rest.

Amazon has revolutionized the online marketplace, but that doesn’t mean businesses are only interested in selling on a single platform. Diversification of marketplaces remains a key prospect, and given that each platform has distinct requirements, managing a multichannel ecommerce strategy can be an arduous task.

Despite being the smallest of the three major commerce channels in terms of transactions, mobile is arguably the most important.

More shoppers are utilizing omnichannel offerings to simplify their shopping experiences. For brands and retailers, offering consumers an obvious in-app value exchange can lead to downloads and encourage loyalty.

As we’ve covered, ad blocking in the US and many parts of western Europe are here to stay. Whether it’s over privacy concerns or the general annoyance over ads ruining user experience, many internet users are not happy with ad loads when they browse the web.

eMarketer principal analysts Nicole Perrin and Andrew Lipsman discuss the viability of Peloton’s business model, the implications of unsafe products being sold on Amazon, and whether consumers really care about brand activism.

In-store shopping is seeing a resurgence as retailers continue to provide consumers with convenient and exciting purchase experiences. And with the holidays approaching, it’s important for retailers to evolve their in-store strategies to encourage repeat shopping.

Boomers are not indifferent to the benefits of digital shopping. However, their reluctance to use smartphones for any and everything tends to limit the digital proportion of their overall shopping—as does their worry about digital privacy.

Just 16% of the 250 retailers in Sailthru’s annual Retail Personalization Index said they use customers’ digital data to personalize their in-store experience, mostly through mobile devices. And that number is 100% among the top 10 retailers.

For many consumers, online shopping isn’t as frictionless as some retailers may think, particularly when it comes to return policies.

As powerhouses like Amazon, Walmart and Target roll out same-day or one-day shipping initiatives, it can be difficult for smaller retailers to keep up. But with the holiday season around the corner, it’s important for retailers to understand that while fast shipping is a key consideration, free shipping is often a requirement.

eMarketer principal analysts Lauren Fisher and Nicole Perrin discuss Google’s recent study about how turning off third-party cookies affects publisher revenues: What did Google find? How valid is the research? How does it compare with previous studies? Then, they talk about an ad fraud lawsuit between Fetch and Uber, Amazon developing clean room data technology and how marketers try to target shoppers within different channels.

eMarketer principal analysts Mark Dolliver, Andrew Lipsman and Nicole Perrin discuss Apple’s new products and services, the new Google investigation, whether privacy is dead, podcast advertising and more.

eMarketer vice president of forecasting Monica Peart discusses our advertising estimates for Alibaba and details on the Chinese ecommerce giant’s new retail initiative.

eMarketer forecasting director Shelleen Shum compares our retail market figures for Germany with the UK and identifies key growth drivers.

Consumers today have more payment options than ever. But, while mobile payment platforms like Apple Pay, Google Pay and Samsung Pay are increasingly gaining traction, the trinity of cash, debit and credit still dominate—especially with smaller, in-store transactions.