Ecommerce Marketing Research: To be truly successful, you must step out of the ecommerce bubble

Tweet Ecommerce is killing it! My inbox is filled with press pitches about the growth of ecommerce this holiday season, based on vendors’ work with their customers: Year-over-year revenue from social rose by 115 percent, Renee Newby Friedman wrote, based on MarketLive data. Online shopping traffic was up 16% year-over-year, according to Monetate. “Signs are pointing to this holiday season being big for ecommerce,” Lucinda Duncalfe, CEO, said. Smartphones saw a 7% increase in revenue compared to 2014, according to Wendi Makuch, Director of Sales & Marketing, 4-Tell. Average order value (AOV) increased 14 percent for Cyber Monday sales, based on Springbot data, wrote Mary Rose Macaranas.   Sure, ecommerce is hot … Ecommerce is hot right now, no doubt. Sales continue to rise. Investor money keeps flowing into companies that sell through the ecommerce channel along with the technology to support it. And brands are on the hunt to hire ecommerce talent. Good stuff! Tommy Walker, Editor-in-Chief, Shopify, recently sent me some great data from the U.S. Census Bureau that speaks to the impressive growth — ecommerce, as a percentage of sales, has doubled since 2008. Exciting!   Now let’s you and I step out of the ecommerce bubble of all of that excitement for just a moment. Take a closer look at the above chart. Up-and-to-the right at a fairly steep grade. Growth. It’s what we all like to see. But look at the numbers on the y-axis. That huge growth means that ecommerce still only represents seven percent of…
Source: Marketing Experiments
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