UK ecommerce market to hit £68.4 bn in 2009

Major online retailers that upgrade to offer true multichannel shopping and delivery/return options will gain market share, says eMarketer.

Major online retailers that upgrade to offer true multichannel shopping and delivery/return options — as well as value for money — will gain market share, says eMarketer.

The UK ecommerce market will pass £68.4 bn in 2009, according to new research from e-Marketer, as more consumers avoid the stress of crowded transport systems and city centres to shop from home:

“Major online retailers that upgrade to offer true multichannel shopping and delivery/return options—as well as value for money—will gain market share, while a number of second-rank e-shops will stagnate or go out of business,” say the researchers.

“Most online retailers will continue to court shoppers with money-off promotions and discounted delivery charges, and at least one supermarket chain will experiment with large-scale email distribution of promotional coupons for grocery products bought in-store.”

Mobile marketing is also expected to see substantial growth in 2009, says e-Marketer. “The 2009 mobile growth will take three main forms for marketers: increasingly sophisticated usage of SMS, short codes and bar codes in direct-response campaigns, and microsites designed for mobile users.”

Marketers face a challenge of turning trying times to their advantage, it adds:

Agencies and marketers that can raise their game will stand out in 2009, because the gloom and economic hardships will claim so many marginal players.

There will be marketers who thrive in this atmosphere, and there will be very successful campaigns—some of them using mobile in newer ways as the iPhone draws many consumers to the mobile Web. The campaigns that succeed and shine in 2009 will be remarkable for going back to campaign basics and marrying those basics with intelligent application of technologies.