Expanding sales power in Europe, bringing digital technology in-store and optimising trade via mobile devices will be the major goals European online retailers will seek to achieve this year as part of their growth strategies. An article in Internet Retailing, which outlines the main conclusions that can be drawn from Forrester’s latest report.
Businesses engaged in e-commerce on the old continent will seek to tap new markets, predominantly neighbouring countries, in a move to foster growth, Forrester analyst Martin Gill said. He considers that the number of people shopping from US e-commerce websites is on the decline as the dollar is now stronger than the British currency and the euro. Meanwhile, retailers are facing a raft of global opportunities, with cross-border trade into Europe being a priority in online retailers’ strategies, Gill said in the researcher’s report, titled European Online Retail: Five Trends To Watch In 2013.
Gill also believes that for retailers seeking to be successful, making mobile commerce the dominant course of action rather than an “optional extra” is of critical importance. This is because consumers prefer to use their gadgets to make their shopping experience a convenient and compelling adventure. Companies with no mobile optimisation strategy in place are definitely lagging behind the latest trends in the industry. Those that are now starting to adapt their websites to mobile should think on a grand scale and try to create value and mobile experiences that are not self-contained but complement any encounter where consumers and businesses meet, he said.