Retail & Ecommerce


We recently sat down with several retailers, including Thinx, Enjoy Life Foods and Article, to discuss their current marketing efforts, their thoughts on first-party data and how they define digital transformation. Last week, we dug into the marketing channels they rely on. In today’s “Industry Voices: A Focus on Retail” video, we delve into the role that measurement plays in their ongoing efforts.

eMarketer executive editor Rimma Kats and principal analyst Andrew Lipsman explain how grocery stores will evolve, how many people could replace in-store shopping with voice commerce, a partnership between Alphabet’s drone arm Wing, FedEx and Walgreens and more.

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.

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.

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.

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.

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.

Social media has become a hub of influence on many consumers’ shopping. Boomers, though, have been wary of this, whether via ads, postings by fellow consumers or the cajolery of “influencers.”

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.

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.

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.

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.

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

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.