Forrester: E-commerce Revenues to Grow in 2014 as Brands Expand Online

Forrester ResearchBEIJING-E-commerce revenues will continue to climb in 2014 as more brands begin executing their global e-commerce strategies, according to a report from Forrester Research.

The report singled out five trends to watch for this year:

•In 2014, the percentage of traffic and total online orders placed via mobile devices will rise in virtually every market around the world.

•Brands will continue to migrate to marketplaces that will expand their online presence and realize relatively quick (if sometimes low-margin) revenue growth.

•U.S. and European brands expanding into new global markets will increasingly have to plan for key e-commerce dates overseas, just as they have in their home markets.

•New-market entry will be easier as vendors and retailers roll out new offerings for brands.

•Profitability in global markets will remain elusive for many brands, especially those that launch direct-to-consumer websites.

The report added that shoppers’ online buying habits will continue to evolve this year, presenting new opportunities.