Observed Signal · Jan 27, 2022 · Research Publication · Source: CMSWire · Impact: 3/5 · Sentiment: Positive
Digital Commerce M&A At All-Time High; Marketers Must Adapt
Digital commerce mergers and acquisitions reached a record high in 2021, with Hampleton Partners reporting 2,317 deals, up 34% year over year. The article examines how marketing leaders should respond to accelerating digital commerce. Gartner data cited in the piece found that 86% of marketing leaders expect digital commerce to be their most important route to market within two years, even as marketing budgets shrink. A report from RSR Research and Coveo found that 57% of shoppers begin their journey on Google or Amazon and 83% of respondents increased Amazon interactions. Retailers prioritized new site traffic, personalized offers, and product recommendations. Experts advise marketers to build a digital commerce maturity roadmap, focus on high-performing channels, and retain top talent. Amazon also announced its first physical apparel store in January 2022.
Record digital commerce M&A activity and survey data provide strategic benchmarks for marketers and MarTech vendors navigating the shift to e-commerce and retail media.
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Key Takeaways & Evidence Grounding
- Hampleton Partners reported 2,317 digital commerce M&A deals in 2021, a 34% increase from 1,725 deals in 2020.
- Gartner found that 86% of marketing leaders believe digital commerce will be the most important route to market within two years.
- RSR Research and Coveo reported that 57% of shoppers begin their shopping journey on Google or Amazon, and 83% of respondents increased interactions with Amazon.
- 90% of surveyed marketing leaders said they are investing in additional capabilities to drive digital commerce, according to Gartner.
- Amazon announced its first physical apparel store in January 2022.
Connected Companies & Entities
5 Entities mapped“And as for the vendor growth, look no further than Shopify, netting more than a $109 billion this week....”
“About 86% of marketing leaders say digital commerce will be the most important route to market for their organizations in the next two years...”
“RSR Research and Coveo announced a research report this week 'Winning at Customer Acquisition in the Digital Shopping Age.'...”
“Amazon this month announced its first physical apparel store, leveraging mobile technology in-store and in fulfillment centers to offer a mo...”
“57% said that the majority of their customers begin their shopping journey on either Google or Amazon....”
Ontology Mapping & Concepts
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