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Fifth Annual eCommerce Assessment

Digital in the age of the connected consumer


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The U.S. retail industry is experiencing unprecedented change as stagnant growth, coupled with advances in digital technology, continue to shape the way customers shop. As a result, retailers are increasingly challenged to develop an eCommerce experience that will win customer wallet share. However, in a channel-agnostic world, winning online is not just about getting eCommerce right — it is about building a cohesive, consistent and compelling experience across all touch points in the customer journey, both online and offline.

To keep a close watch on what and who is shaping the eCommerce environment, Deloitte performs an annual assessment of the business capabilities of the online channel. By performing this assessment, Deloitte is in a unique position to help retailers examine eCommerce market trends and determine which online capabilities might be ideal for investment. In this report, we evaluate the Top 100 online retailers in terms of revenue as defined by Internet Retailer’s “Top 500 Guide” and assess the execution of 140 capabilities (e.g., social integration, decision tools, mobile commerce functionality, personalization, cross-channel inventory) across these sites.

Key findings

  • In a nod to the importance of mobile in the shopping journey, Deloitte found that 94 percent of the Top 100 retailers provide mobile-optimized websites and 78 percent offer dedicated mobile apps. A parallel Deloitte study found that mobile influences $593B or 19 percent of all in-store retail sales in the U.S. today.
  • As digital technology advances, retailers will want to invest in the right decision tools for their business model, enabling customers to make more informed purchase decisions. These tools (360-degree product views, side-by-side product comparisons, virtual dressing rooms) will help to recreate an environment that more closely mirrors the in-store experience.
  • Sophisticated personalization is gaining increasing traction as retailers make big investments in this space. Among the top technology investments planned by retailers for 2014, personalization is the fastest-growing category.
  • Retailers are acutely aware of the need to provide inventory visibility and accessibility across channels, with 84 percent of retailers surveyed citing technology to support enterprise-wide inventory visibility “as very valuable.”
  • Offering free shipping is no longer leading edge, as retailers are upping the shipping game by offering same-day delivery. Deloitte found that 7 percent of retailers surveyed are making waves on this front by providing same-day delivery in select markets and another 12 percent are piloting or planning to rollout same-day delivery soon.

Explore these and other findings by downloading the study.

As used in this document, 'Deloitte' means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

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