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Forrester
Research principal analyst and lead author
of the report US E-commerce Forecast:
2008 to 2012, Sucharita Mulpuru says,
"This is a sizable amount, the growth
rate remains significant. E-commerce continues
its double-digit year-over-year growth rate
in part because sales are shifting away
from stores and in part because online shoppers
are less sensitive to adverse economic conditions
than the average US consumer."
The
report also cites three major hurdles e-retailers
face as the growth rate of online sales
decreases: most consumers still prefer stores;
the web channel is becoming increasingly
seasonal, and online shoppers tend not to
browse.
The
in-store experience is better for most customers
because by shopping in stores, consumers
can touch and feel items, avoid issues surrounding
returns, and avert pesky shipping costs,
the report says.
Moreover,
while web stores offer a wide variety of
products, online shoppers generally are
not browsers, the report adds. While catalogues
can often serve to drive customers to new
products or stores, the spearfishing mentality
of most online shoppers means there is less
opportunity for retailers to effectively
drive higher average order values or units
per transactions.
"To
continue to grow their sales as the overall
growth rate of online sales decreases, e-retailers
must devise new strategies," added
Mulpuru.
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