Leading logistics operator GEODIS and Accenture Interactive, part of Accenture unveiled a new study which found that while there are key logistics capabilities required to build and maintain successful ecommerce operations, few brands excel at any of them.
- Acceleration of online sales
- Aims to reduce dependence on online marketplaces
- Pivotal nature of customer experience in growing sales
- Weaknesses in key logistics capabilities
- A lack of real-time supply chain visibility
“This study takes stock of the ambitions and concerns of European and American companies facing the rapid increase in ecommerce. If they want to take advantage of the rise in online sales, they must develop omnichannel logistics strategies tailored to their maturity levels,” says Marie-Christine Lombard, chief executive officer of GEODIS.
200 European and American companies that operate multiple channel logistics were interviewed about their ecommerce-related expectations for growing their brands’ sales.
2020: The Acceleration of Ecommerce
First and foremost, the study confirms that the pandemic greatly accelerated online commerce growth. Brands estimate that ecommerce in 2020 will represent nearly half of their sales (compared to a third before COVID-19).
Before the crisis, companies were making 34% of their sales online (28% on average in marketplaces and 6% on their own websites).
During lockdown, 65% of sales were made online: 38% via marketplaces and 27% on brands’ online stores. The increase is even more marked in Europe than in the United States. European companies without online sales solutions were heavily penalized, with 40% of the brands surveyed estimating that sales lost due to COVID-19 will exceed 15% of their earnings on average.