WBR Insights Presents the eTail Germany 2024 Playbook

In a volatile eCommerce landscape, demand is at an all-time low and leaders are on the lookout for the latest tools and solutions to stand apart from competitors and thrive in an uncertain market. This is what the eTail Germany Playbook for 2024 brings to readers – a guide for eCommerce leaders looking to grow and expand in a difficult retail landscape.

In Q4 of 2023, we surveyed 150 eCommerce leaders and similar executives from across the DAHC region to uncover the bright future on the horizon for eCommerce. We delved deeper into their challenges, aspirations, and innovations, driven by a shared determination to make a difference. Our sponsors, ChannelEngine, Constructor and DAC Group, seamlessly step into the role of thought leaders, generating transformative industry insights.

The critical question being asked by eCommerce leaders: How are you supercharging your online marketplace? Chapter one of the playbook unpacks how leaders plan to capitalise on the growing popularity of marketplaces and understand how they can best take advantage of the technology to optimise their content and storytelling. A notable majority (70%) are starting to look for domestic and/or international marketplace opportunities. Undoubtedly, eCommerce leaders are witnessing a rise in traffic, sales and exposure when using online marketplaces.

While leaders are looking to the growing opportunities marketplaces offer, they openly acknowledge the challenges the road ahead presents. From lack of customer support to over-coming product content management issues, WBR easily dissects the hurdles leaders need to overcome, sharing solutions from speakers from top brands such as fashionette AG and Zooplus.

AI was the biggest trend in 2023 by far - and the AI craze shows no sign of slowing down in 2024. For the German eCommerce space, however, things are slightly different. Surprisingly, our survey reveals that just 5% of respondents feel they have unlocked the potential of AI and are satisfied with their application. A majority of eCommerce leaders (79%) feel they can partially see the benefits but there is still a lot of work to be done.

To successfully integrate the power of AI, German eCommerce leaders need to overcome challenges relating to the high initial costs of AI alongside the lack of high-quality data. However, to quote one of our exceptional speakers: ‘There will always be struggles when it comes to trying new platforms. The best way to overcome this is to start testing with some smaller use cases to understand which works best for you before committing completely.’

Social media is hardly a new discovery for retailers, but our survey made a shocking discovery. Just 10% of those surveyed would say they are very confident in their ability to build an engaging online presence with their current strategy. There is no denying social sells, but our industry-leading playbook tackles the topic by considering the rise of platforms such as Instagram and TikTok.

That said, brands are working to understand their customers better and produce more personalised and engaging content. Producing content that is creative and specific will keep customers coming back and build a community that drives conversion rates forward. You do not want to miss out!

Our 2024 eTail Germany Playbook has only just been released and our audiences is thrilled with the insights into the bold strokes their peers are taking towards change.

To learn more, download your free copy of the eTail Germany Playbook for 2024 here: https://etailgermany.wbresearch.com/downloads/etail-germany-2024-playbook