Commentary

Fulgoni: "We might well have bottomed out"

by Wayne Friedman , Staff Writer, March 23, 2009

After a rough fourth quarter â€" where e-commerce had its first down period ever -- retail sales via e-commerce are back, according to Gian Fulgoni, chairman and co-founder, comScore, speaking at the OMMA Global Hollywood event here.

The numbers arenâ€™t big â€" but for two months in the row e-commerce grew 2% in both January and February. â€œWe might well have bottomed out,â€ says Fulgoni.

Before the economic collapse, Fulgoni notes Internet-related retail business was outperforming the market as a whole. It also turned down before the overall retail market. But he says retailers are coming back to pushing their e-commerce business for a number of reasons â€" including that the cost per thousands (CPMs) are a lower than other media.

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1 comment about "Fulgoni: "We might well have bottomed out"".

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Michael Mcmahon from ROI Factory / Quick Ops, March 24, 2009 at 12:02 p.m.
What is the margin of error in this study? It seems to me that it's probably at least plus or minus 2%, right? In which case sales COULD essentially be flat.
Let's be honest about the data and not rush to predict turnarounds. Consumer confidence just plunges further when we try to be overly optimistic and turn out to be mistaken.
Michael McMahon
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