Gartner Research

Survey Analysis: Business Objectives Lead to Increased and Sustained Digital Commerce Investment

Published: 07 November 2016

ID: G00317086

Analyst(s): Jennifer Polk

Summary

Digital commerce is one of the biggest line items in the marketing budget, with this year's spend focused on achieving next year's objectives. Marketing leaders can use this research to learn how and why peers budget for digital commerce, and how to plan your investments.

Table Of Contents

Survey Objective

Data Insights

  • Marketers Spend 8% of Their Budget on Digital Commerce, Up From 3% Last Year and Growing at a Faster Rate Than the Overall Marketing Budget
  • Nearly Half of Marketers Invest in Digital Commerce to Meet 2017 Goals, and 61% Plan to Boost Digital Commerce Spend Next Year
    • Digital Commerce Spend and Strategic Prioritization Vary by Industry
  • Sixty-Two Percent of CMOs Have Digital Commerce Reporting Directly to Them — the Highest Percentage of Any Function
  • Methodology

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