Report: ‘Web-Influenced’ Retail Hits $1.3 Trillion, Mobile Accelerates Omnichannel Commerce

Feb. 4, 2016

Report: ‘Web-Influenced’ Retail Hits $1.3 Trillion, Mobile Accelerates Omnichannel Commerce Omnichannel commerce—serving customers in any way they want to engage with merchants—has been a pervasive buzzword in retailing over the past few years. And, while e-commerce and m-commerce sales in the U.S. accounted for only $334 billion of the more than $2.9 trillion in total retail sales in 2015, they have become an integral part of any omnichannel offering. A new report by Forrester shows how mobile has factored increasingly in omnichannel commerce and predicts that online sales will increase as a result. In its “U.S. Cross-Channel Retail Forecast” Forrester said Web-influenced sales will increase to $1.3 trillion in 2016 and will reach $1.6 trillion in 2020.

“Shoppers are increasingly engaging with digital touch points—often their smartphone—to research a purchase,” Forrester said in the report. “Given the growth in mobile and the preference for in-store shopping, retailers are investing in more and better omnichannel experiences. The move toward omnichannel experiences supports retailers’ belief that seamless views of inventory allow shoppers to buy what they want when they want and receive product more quickly and inexpensively than before.”