In 2016, eMarketer predicted that global ecommerce retail sales will reach $4 trillion by 2020, accounting for 14.6% of all consumer retail spending. With emerging new ecommerce platforms, this target might be achieved in near future.

The Econsultancy team, after its interaction with client-side marketers, has shared the five major concerns of the ecommerce managers in this year.

Jeff Rajeck says, “At the Ecommerce table, chaired by Ajay Shankar, Head of Ecommerce, Essilor, ecommerce managers told us their main concerns for the coming year, five of which are summarized below.

1) Brand.com vs. marketplaces

With consumers shifting from buying in-store to ecommerce, brands have a difficult decision to make. Should they develop their own brand.com sites or put their efforts into marketplaces, like Amazon?

Attendees indicated that, for now, most are doing both. Companies are developing an online presence for branding purposes and offering basic ecommerce. Then, at the same time, they are increasingly making products available on marketplaces to allow consumers to be able to buy their products wherever they shop.

Is this strategy working? To some extent yes, though one attendee said that the relationship between brands and marketplaces was clearly ‘an unhappy marriage’. Brands need distribution just as marketplaces need products, but ecommerce managers felt that they were being kept at an arm’s distance from the statistics they need to improve performance”.

Five things which ecommerce managers will worry about in 2018

Econsultancy

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