The State of Ecommerce 2021: Navigating the New World of Omnichannel Commerce & Retail Media


“The State of Ecommerce 2021” is a landmark study by Catalyst and Kantar that guides brands’ omnichannel commerce efforts as they navigate an increasingly complex ecommerce and retail media landscape. The research includes perspectives from shoppers, marketers, retailers, and partners that reflect and address the opportunities and challenges of the industry going into 2021. The report is based on two surveys of marketers and consumers, including 500 online shoppers and over 200 industry professionals. The research was informed by approximately two dozen qualitative interviews from experts including L’Oréal, Colgate-Palmolive, Georgia-Pacific, Seagate, GSK, Dorel Juvenile, Google, Walmart Media Group, Pinterest, Instacart, and more.

Download the report to uncover insights to fuel your omnichannel commerce strategy into 2021 and beyond, including new data around:

  • Evolving shopper expectations. Prioritize convenience & discovery: 66% of online purchasers choose a retailer based on convenience, while only 47% choose a retailer based on price/value
  • Breaking down media siloes. Eliminate waste & improve effectiveness across platforms: Only 37% of ecommerce professionals say they are focused on optimizing their PDPs for SEO across the online platforms they use for digital marketing
  • Owing the “Third Shelf” during the rise of online grocery and last mile delivery. 63% of Instacart users plan to use the service more in the future
  • Going Beyond ROAS: Integrated media and KPIs for sustained growth. 56% of ecommerce professionals are allocating funds to data and analytics, making it the top ecommerce service budgeted for

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