凯度-2019年电子商务概览（英文）-2019.9-15页_1mb

报告摘要

2019 eCommerce Outlook for Brands Summary

Core Content

The 2019 eCommerce outlook for brands highlights the importance of accelerating digital transformation in response to the growing global retail eCommerce market, expected to reach $3.5T in 2019. Brands are increasingly recognizing the need to restructure their organizations, invest in digital capabilities, and adopt new strategies to remain competitive in the digital space.

Main Points

1. Act Now to Build Digital Capabilities

Maturity Levels: Brands are progressing through different stages of eCommerce maturity, from Novice to Leader.
Investment Trends: 76% of brands surveyed are increasing their eCommerce investment.
Risk of Falling Behind: Brands not investing in digital capabilities risk being left behind in the rapidly evolving market.

2. The Arms Race for eCommerce Talent

Headcount Growth: There is a significant increase in the number of eCommerce professionals across 150+ leading consumer brands.
Specialization Needs: Brands are hiring more specialists in areas like SEO, content management, and digital media.
Training and Development: With talent shortages, companies must invest in training to develop internal eCommerce skills.

3. Outsourcing as a Strategic Tool

Use of Agencies: Agencies are being used to support key eCommerce functions, especially in areas requiring high specialization.
Budget Allocation: A growing number of brands are allocating a portion of their eCommerce budget to data and analytics services.
Strategic Considerations: Brands should evaluate the pros and cons of outsourcing versus insourcing, ensuring that new resources are directed towards high-impact activities.

4. 2019 is the "Year of Data Analytics"

Critical Function: Data analytics is now a central commercial function for brands, not just a supporting tool.
Performance Insights: Brands that use data analytics effectively can make informed decisions and outperform competitors.
Challenges in Analytics: 51% of brands report measuring and reporting on eCommerce performance as a top challenge.

5. Focus on Profitability and Flexible Selling Models

Price Competition: Managing price competition and ensuring profitability online is a major challenge.
Hybrid Selling Models: Brands are exploring 1P/3P hybrid selling models to balance control and flexibility.
Operational Efficiency: The use of AI and Blockchain is becoming essential for creating flexible and efficient supply chains.

Key Insights

Organizational Changes: Brands are moving from foundational setup to acceleration in their eCommerce strategies.
Digital Integration: There is a need for better integration of eCommerce with brand and marketing teams, especially in regions like Europe and the U.S.
Enterprise-Wide Competency: eCommerce and digital should be viewed as enterprise-wide capabilities, not just niche functions.
Digital Centers of Excellence: These are essential for managing innovation and testing new strategies in local markets.

Implications and Next Steps

Leadership Commitment: Leadership must drive eCommerce initiatives with clear directives and commercial focus.
Process Over Structure: Brands should prioritize revising core commercial processes before restructuring their teams.
Strategic Alignment: Aligning eCommerce strategies with overall business goals is crucial for long-term success.
Webinar Opportunity: A webinar on December 3 offers further insights and analysis on these trends.

Research Methodology

Profitero Survey: Conducted from July to August 2018, with 188 responses from brand manufacturers.
LinkedIn Analysis: Examined 150 global consumer brands, focusing on individuals with eCommerce-related titles.
Comparisons: Year-over-year data from 2017 to 2018 was used to highlight trends and changes.

About Profitero and Kantar Consulting

Profitero: A leading eCommerce performance analytics platform, used by global brands to track and improve their digital shelf performance.
Kantar Consulting: A global growth consultancy with expertise in brand, marketing, retail, and shopper strategies.

This summary outlines the key strategies and insights for brands aiming to accelerate their eCommerce growth in 2019.

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