The eCommerce Organizational Benchmark Study
2023
Profitero conducted our 7th annual eCommerce Organizational Benchmark survey of brand manufacturers from July - August 2023, gathering 383 responses from eCommerce leaders across the globe.
As in previous years, our goal was to determine brands’ top organizational priorities, challenges, and more. But as the industry changes, our survey has evolved too.
Company size
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Region
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Vertical
We achieved our most diverse sample yet, securing a robust global representation across APAC, EMEA and North America. We also expanded our survey to equip brands with insights about:
• Retail media
• Automation & AI
• Joint Business Plans (JBPs)
• Advanced content & search
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New this year
As a result, brands are racing to adapt their organizational structures and upskill their people in digital practices to mirror consumers’ omnichannel behaviors. But are they doing enough?
key insight
Today’s consumer is more omnichannel than ever before.
While many brands are accelerating efforts to restructure their organizations around omni and democratize eCommerce into cross-functional areas, they are not moving far or fast enough to fully embed omnichannel behaviors into their people, partnerships and practices.
Based on our 2023 benchmark study, the answer is No.
Our benchmark findings underscore where brands are progressing and where they can still improve:
People
partnerships
practices
63%
of respondents reported 1-2 reorgs related to eComm in the past two years
Progress is being made...
believe the change could have been handled better
40%
...but there's room to improve
still do not include eComm in discussion or do so sparingly
41%
...but there's room to improve
increase in brands setting specific JBP goals to grow digital
52%
Progress is being made...
are using analytical processes to identify content changes that move the needle
15%
...but there's room to improve
of brands have expanded beyond the basics of content, implementing active retailer site auditing
56%
Progress is being made...
People
partnerships
practices
about this year's study
Omnichannel is being embedded structurally, but not behaviorally.
eComm priorities integrated into cross-functional team
Structural
Dedicated eComm account management & catman in place
Created dedicated budgets for retail media
Cross-functional teams understand key actions to take & are incentivized
Retailer JBPs include discussion of omnichannel data & opportunities
Retail media spend is in sync with the holistic retailer growth strategy
Behavioral
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What’s the difference between structural change and omnichannel behavioral change?
Here are some examples:
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