Gartner Research

Survey Analysis: Retailers Need to Rethink Multichannel as Digital Channels Increasingly Drive Store Revenue

Published: 19 March 2015

ID: G00231854

Analyst(s): John Davison, Miriam Burt


Multichannel retailers have become used to constant recalibration since the advent of e-commerce and mobile commerce. While important in their own right, with e-commerce in the ascendancy, these channels combined influence half of brick-and-mortar revenue. This is a clarion call for the industry.

Table Of Contents

Survey Objective

Data Insights

  • Key Finding 1: Forecasts of Mobile Commerce Outstripping E-Commerce Revenue Are Wide of the Mark, but These Channels Will Together Account for 25% of Retail Revenue by 2017
  • Key Finding 2: E-Commerce and Mobile Commerce Channels Drive Half of All Brick-and-Mortar Store Revenue
  • Key Finding 3: Retailers That Focus on Revenue Coming From E-Commerce and Mobile Commerce at the Cost of Brick-and-Mortar Stores Will Fail to Optimize Cross-Channel Revenue Opportunities
  • Key Finding 4: By 2017, 20% of Grocery and Food Retailer Revenue Will Be From E-Commerce and Mobile Commerce Channels
  • Methodology
  • Definitions

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