2. WEBINAR The Top 10 eCommerce Predictions For 2016
Sucharita Mulpuru, Vice President, Principal Analyst
Andy Hoar, Principal Analyst
January 25, Call in at 12:55 p.m. Eastern time

7. Growth
Linear
Time

8. Exponential
Growth
Time

9. Exponential
Growth
Time

10. Andy Hoar Principal Analyst Serving eBusiness & Channel Strategy Professionals
- Author of the “B2B eCommerce Playbook”
- 4.5 years at Forrester
- 11 years in Silicon Valley (started software company in the B2C eCommerce space)
- 5 years as research analyst in econ consulting
- Holds master’s degrees from Harvard University and Northwestern University
@andyhoar1

11. Sucharita Mulpuru Vice President and Principal Analyst Serving eBusiness & Channel Strategy Professionals
- Author of the “The State Of Retailing Online,” a Shop.org study conducted by Forrester
- eBusiness analyst for over 10 years
- Focuses on retail and stores
- Previous experience in the retail industry (big box, department stores)
- Serves on the Shop.org Board of Directors
@smulpuru

12. Agenda
B2C eCommerce predictions
B2B eCommerce predictions
Myth busting

13. B2C eCommerce
Keep one eye on Amazon; keep the other eye on mobile.

14. Prediction No. 1: Amazon keeps gaining share
Breakdown of 2014 revenue ($US billions)
Over 40% of Amazon units are sold by 2M+ global third-party sellers.
Customers ordered more than two billion units from sellers in 2014.
Average referral rate = 15%
Source: U.S. Securities and Exchange Commission (

15. Prediction No. 1: Amazon keeps gaining share (cont.)

16. Prediction No. 2: Mobile becomes the primary computing device for many

17. Prediction No. 3: Digital assistants make a splash

18. B2B eCommerce
Operationalize a spectrum of buying models from self-serve to full-serve.

19. Prediction No. 4: Self-service B2B eCommerce rivals full-service B2B commerce in importance
Base: 224 B2B online buyers
Source: Forrester/Internet Retailer Q US B2B Buyer Channel Preferences Online Survey

20. The rise of the digitally enabled b2b selling model

21. Investment levels by sellers mirror this trend
“Please rate the estimated 2015 investment priorities for the following channels on a scale of 1 (very low) to 5 (very high).”
Low
Base: 110 B2B online sellers
Source: Forrester/Internet Retailer Q2/Q Global B2B Sell-Side Online Survey

22. Prediction No. 5: Inside sales and customer service fill gaps created by internal B2B channel conflict

23. More self-serve B2B buying experiences
Inside sales
& CSRs

24. Prediction No. 6: B2B software vendors reposition eCommerce as “customer engagement”

25. Exist in a real-time operating environment

26. Platforms that offer depth and breadth
Source: “Accelerate Digital Business With A BT Agenda” Forrester report

27. Myth busting

28. Prediction No. 7: Stores still are not displaced

29. Prediction No. 8: Buy buttons are too early to be transformational

30. Prediction No. 9: The startup bubble doesn’t burst

31. Prediction No. 10: B2B marketplaces take hold but don’t break out
Image source: Amazon.com (

32. Prediction No. 11: B2B leaders still fail to accurately measure their omnichannel progress

33. “Don’t know”
What is your average customer service cost per B2B online order?
No. 1 answer: 33% “Don’t know”
What is your current B2B website shopping cart abandonment rate?
No. 1 answer: 28% “Don’t know”
Please compare the performance of the following metrics in 2015 to 2014: Average net promoter score.
Source: Forrester/Internet Retailer B2B Sell-Side Online Survey

34. Questions?

35. Andy Hoar
Sucharita Mulpuru-Kodali

36. MARKETING 2016
April 26–27, 2016 • New York Hilton Midtown • New York
As digital technologies empower independence and fragment attention, modern marketing teams must deepen their understanding of their rapidly evolving digital customers.
Marketing professionals will learn how to master available options for technologies, agencies, and suppliers in today’s complex marketing ecosystems and orchestrate powerful marketing campaigns and tactics across multiple channels and platforms.