Clicks to Customers: The Real ROI in B2C eCommerce

As published on the Aberdeen Group web site in December, 2006.

The online Business to Consumer (B2C) marketplace is increasingly impatient, which is a reflection on the pressures merchants feel from their customers. Online retailers expect their technology solutions to flex, bend and meet their complex needs and become prof-itable in short order. Rather than expecting to realize a return on investment over the course of time, retailers want instant gratification and Return on Investment (ROI) in typically less than six months. Twenty-one percent of retailers expect to see revenue results from their online tools (e.g., site search, interactive product imaging and Web 2.0 technologies) within weeks. Only 22% are willing to wait more than six months to realize a return on their online tools.

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