• by Jack Loechner , Staff Writer, February 8, 2017

According to a new study by the ANA (Association of National Advertisers), within the next two years, more than 80% of ANA marketer members will be conducting business via e-commerce.

The ANA Survey Report, E-Commerce Insights, also revealed that 73% of marketers surveyed believe e-commerce drives revenue for their companies, and of those, 43% said such initiatives account for up to 10% of all sales.

The study showed that currently:

• 74% of respondents currently engage in some form of e-commerce
• 66% reported e-commerce growth in the past year
• 59% have dedicated e-commerce departments
• Of those companies not currently engaged in e-commerce, 23% plan on launching such an initiative in the next two years

Bob Liodice, ANA CEO, says that “…these results are not surprising… e-commerce platforms connected to mobile devices have become increasingly prolific… these trends will accelerate… (and) dramatically transform how consumers interact with marketers…  pressuring marketers to adapt quickly and provide consumers with outstanding user experiences…”

Additional Findings From The Study Show That:

• Most e-commerce companies engage in social media marketing, have an online store hosted on the company’s website, leverage mobile payment platforms, and employ third-party online retailers
• 28% of respondents have an e-commerce department that reports to digital marketing, while 21% of such units function as standalone divisions. The remaining departments are part of integrated marketing (17%), sales (12%), information technology (8%), brand management (7%), shopper marketing (4%), and media (1%)
• Most e-commerce departments report to the CMO (47%), followed by the head of sales (15%), the CEO (10%), and the chief technology officer (8%)
• 56% of respondents said they use agencies to support their e-commerce strategies. More than half use multiple agencies to help them design ads, create strategy, and assist with mobile and social commerce

Measurement continues to be an issue, says the report, particularly with assessing the bottom-line impact of total e-commerce efforts. Issues cited include poor intra-company communications and a lack of tracking infrastructure.

The study also said that even though augmented reality and virtual reality are becoming mainstream (particularly for gaming), their e-commerce potential remains largely untapped, says the report. Additionally, programmatic buying and the promise of addressable TV have the capacity to drive even more e-commerce growth.

E-commerce includes business-to-business, business-to-consumer, consumer-to-consumer, and consumer-to-business sales via an online company store as well as through third-party retailers.

To find more about the ANA Survey, please visit here.