The report discusses the importance of click-to-deliver capabilities for retailers to succeed in e-commerce. E-commerce sales have outpaced traditional retail in recent years, and the COVID-19 pandemic has accelerated this trend. The report notes that while e-commerce sales are expected to overtake physical store sales by 2024, physical stores are still necessary to boost e-commerce sales. The three key assumptions to note are that e-commerce will most likely replace traditional channels, cost-to-serve is significantly higher for e-commerce, and physical stores will continue to boost e-commerce sales and vice versa. To increase online direct sales, retailers will need to invest in three main click-to-deliver capabilities: customer acquisition, customer retention, and customer experience.
