It is revealed by a recent study by Gartner’s research and consultancy firm.

However и added Gartner , the results of the survey also show that

It is perhaps useful to clarify the definition first: for Gartner, digital commerce allows customers to buy goods and services through an interactive and self-service experience.

It includes people, processes and technologies to cover content development, analytics, promotion, pricing, customer acquisition and retention and customer experience at all points of contact during the customer’s purchase process.

For his research, Gartner interviewed over 400 marketing leaders in the United States, Canada, France, Germany and the United Kingdom, from August to September 2021, in order to understand the state of digital commerce.

The results showed that, despite an unprecedented pace of change, 79% of organisations have achieved or exceeded their turnover targets for 2021.

However, despite the achievement or overachievement of targets, respondents reported that only 27% of their senior leaders’ expectations were exceeded in terms of higher performance in terms of revenue and profitability of digital commerce.

Moreover, only 11.1% of marketing leaders reported that they exceeded both the turnover and profit targets and the expectations of their managers.

Digital commerce, prospects and expectations

According to Gartner analysts, this suggests that some senior leaders may feel that this growth and performance is a fact based on the switching of customers to the purchasing behaviour of digital commerce.

Looking ahead, the challenge for those responsible for digital commerce is that senior leaders will expect a similar or greater value in 2022 and beyond.

To ensure the value of digital commerce in 2022 and beyond, Gartner has some tips for businesses.

First, the suggestion is to develop a clear roadmap towards the maturity of digital commerce, a key factor for performance. However, 89% of the leaders interviewed agree that they need to evolve their current digital business capabilities to produce more tangible results.

The second point is: to establish a strategy for providing sustainable growth in the short and long term.

On average, Gartner pointed out, 90% of the leaders interviewed agreed that they are investing in additional capacities for digital commerce. However, they are in a difficult position where budgets are cut, so they need to ensure that their investments work well and bring value.

As a result, many recognise that they need to project a longer strategic horizon to deliver sustainable growth. Adopting a culture of testing and learning can help organisations identify, execute and scale short- and long-term initiatives.

Finally, Gartner’s advice is to face the challenges of talent. The challenge for digital trade leaders is to retain their best talents in this field. Especially when the level of competition to acquire the best talents is incredibly high.

As a result, leaders must keep their focus on cultivating and developing talents to keep them committed, stimulated and rewarded in an appropriate way.

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