A report released today by ATG reveals mid-market merchants' thoughts about their current online storefronts and their plans for the future.
The survey found that 80 percent of mid-sized merchants see e-commerce growth as very important or critical to their overall business in the next 1-3 years. While driving revenue should be the objective of every company, 40 percent of the merchants surveyed said they are not satisfied with their site’s current shopping experience, as it pertains to maximizing revenue potential.
Ninety-eight percent of mid-sized merchants said segmentation and targeting are important to their overall Web and cross-channel merchandising strategy, yet the majority are not satisfied with the business tools they use.
Below are some of the specific areas of concern:
• 62% said they would like to improve their ability to offer, control, and manage cross-sells and up-sells to encourage more sales
• 60% said they would like to improve their site search functionalities
• 55% said they would like to improve their ability to offer, control and manage promotions
• 37% said they would like to improve the “help” and customer service features on the site
In regards to current merchandising and promotions tools:
• 66% said they are too manual, not automated enough
• 38% said they are difficult to use
• 30% said they do not have enough control over site content
• 23% said they do not have enough control over the product catalog
When it came to how merchants plan to improve customer experience and their site’s performance to drive additional growth in the near future:
• 53% plan to improve by experimenting with emerging sales channels, such as mobile and social commerce
• 42% plan to improve by investing in add-on services, widgets and tools they can implement on their existing sites
• 33% plan to improve by completely replacing their existing commerce platform and re-launching their web store
"Our study reiterates the strategic role of online channels in growth strategies for mid-sized companies," said Nina McIntyre, ATG's senior vice president of marketing and chief marketing officer. "It's clear many mid-market brands are recognizing the need for more agile and sophisticated business tools that can help them target customer segments efficiently and effectively. Given the importance of e-commerce growth to mid-sized business today and the high dissatisfaction with current business tools and platforms, it's not surprising that a large portion of the market is planning to re-platform their e-commerce infrastructure."