E-commerce is hitting a wall. The growth in e-commerce is slowing, and it’s slowing fast (yes, that is a pun). From 2008 to 2013, the rate of e-commerce growth is projected to slow from 13% to 8%. Now, please don’t think me a Chicken Little. I’m not sounding a death knell. Obviously, growth is still growth.
But, if you work in the e-commerce sector, you are in for a bumpy ride. Until recently, the sector has seen 20%+ growth rates for years, which has made most e-tailer’s jobs pretty easy. The criteria has been pretty simple: have compelling product; have a trustworthy website; offer good deals and service. Pretty simple formula for 20%+ growth.
But, Americans’ buying habits have largely shifted, and the incremental shifts that are still to come reflect the fact that the halcyon days are behind us. From now on, e-commerce teams will have to eke out gains just like everyone else. Continue reading “As E-Commerce Growth Flatlines, Video Differentiates”