Retail & Ecommerce


Retailers are increasingly using in-store digital technologies to enhance the customer experience, and ultimately, drive purchases of products. According to December 2015 research, mobile and digital rewards programs are two of the most used in-store technologies.

eMarketer estimates that this year, more than 41 million people in Brazil will make at least one purchase via an internet-connected device, up 10% over 2015 figures. Who is included in that group?

Amazon’s fast shipping and lauded customer service have given consumers high expectations for all retailers, especially during the holiday shopping season. Steven Osburn, retail supply chain strategist at management consulting firm Kurt Salmon, spoke with eMarketer about shipping trends in the 2015 holiday season and what retailers can do to contend with Amazon during the holidays in 2016.

Predictive marketing is becoming important among marketers. In fact, more than six in 10 executives worldwide said that achieving a more complete view of the customer helped them more accurately predict customer needs and desires. That made it the leading benefit of a unified customer view.

The Honest Company has built a loyal following among millennial mothers with their eco-friendly baby, personal care, home and health products. eMarketer spoke with Chris Thorne, CMO of The Honest Company, about how the lifestyle brand works to engage with millennial mothers and discover what they value.

Mobile is increasingly becoming an important part of the shopping experience. In fact, most digital buyers will make purchases via a smartphone by 2017. And according to research, certain verticals like health and beauty have seen an increase in mcommerce transactions compared to the year before.

Millennials account for an estimated one quarter of consumer spending, according to August 2015 research. Yet, advertisers spend more than a third of their total media budget pursuing them.

One in five digital buyers in Denmark said their most recent digital purchase was clothes, shoes or jewelry, according to a 2015 survey, while 14% each had last bought entertainment items (movies, music or books) or spent money on travel and cultural experiences.

Mobile devices have become a key part of the auto shopping process for US internet users, according to research. And search data suggests consumers are warming up to car shopping—and turning to digital for research at all stages of the purchase funnel.

In the past year, Facebook has introduced a series of tools within Messenger and Pages (the sites Facebook set up for brands and businesses) that allow businesses to communicate one-to-one with customers and even process transactions. eMarketer spoke with Benji Shomair, director of product marketing for Pages at Facebook, about these changes.

Nearly three-quarters of those surveyed feel that increased security measures are good, but there is a growing sense that the federal government is not doing enough to protect the data of its citizens.

More than a third of US internet users say gamification features offered from a brand’s mobile app will not influence their purchasing behavior, according to research.

An increasing share of total sales for Vietnamese businesses are happening online, placing growing emphasis on digital marketing tactics to boost digital sales. Companies report that social networks and search are the most popular channels for such digital marketing efforts.

More top 1,000 retailers have sent a shopping cart abandonment message in 2015 compared to prior years, according to research.

Many consumers prefer traditional methods, like a phone, to communicate with a company. But according to November 2015 research, the phone can also be the most frustrating customer service channel.

Most web users in France are well informed about the new business models that companies such as Uber, Airbnb and BlaBlaCar represent, and their potential effects on traditional industries.

Most young adults in Indonesia who use Instagram follow digital retailers on the image-oriented social network. The most popular merchants to follow are in the fashion business.

Consumers prefer traditional channels, like a phone or website, when communicating with a company, according to June 2015 research.

Internet users worldwide are most often influenced to purchase products in-store in order to save money, a Gfk survey reveals. Fifty-six percent of respondents are influenced to make in-store purchases by the allure of saving money, while only 26% are influenced to do so digitally.

Next year will mark a milestone for US ecommerce, as more than half of digital buyers in the country will use a smartphone to complete a purchase during 2017. According to eMarketer’s latest forecast, 95.1 million Americans ages 14 and older, or 51.2% of digital buyers, will make at least one purchase via a smartphone.