A new Forrester Research study looks ahead to how eCommerce will evolve next year and what its outlook will be. Several predictions about the American market are made, including the expectation that Amazon will be able to continue its growth.
Mobile on the move
Forrester's first prediction is that Amazon will continue its American retail growth, increasing market share and gaining ground on Wal-Mart and Costco, the country's two largest retailers. Amazon is currently number three.
Mobile devices will become even more dominant as a sales channel, with most American retailers already getting 30 % of online visits from smartphones. In that regard, Forrester believes digital assistants like Amazon Echo will penetrate the market even further and customers will also use more voice-operated commands according to the researchers.
Business-focused sellers will also make changes to their approach, with more self-service options to compete with consumer websites. They will also hire more staff, to offer long-distance purchase support from within and limit the need for travelling representatives. eCommerce-focused software will become more elaborate, so that large companies can not only sell items, but also fine-tune their marketing, analyze their efforts and automatically alter prices.
Stores will not disappear
The Forrester Research study also mentions several things that will not happen, like the fact brick&mortar stores will not disappear, while buy-buttons on social media will not capture a large share of sales.
The company also believes investors will still be looking for interesting start-ups, even after several start-ups had to present negative results over the past year.
The researchers also do not believe that online marketplaces like Amazon and eBay will impact the business-to-business world too much, but that these marketplaces will largely focus on the regular consumer.
The report also mentions that B2B sellers will not get a decent insight into their omnichannel performance in 2016 and although the researchers do predict that will change, they do not think it will happen next year.