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Forrester’s Brian Walker recently coined the term Splinternet to describe how consumers are beginning to interact with e-commerce companies in numerous ways, including mobile phones, social networks and in-store displays. This e-commerce transformation naturally requires significant new technology investments and fundamental changes in how retailers approach e-commerce. Internet Retailer covered Walker’s new report, "What every exec needs to know about the future of e-commerce technology," which addresses the shifts taking place in the e-commerce space. 

Some key takeaways from the report:

• As the influence of the online retail channel on consumers continues to grow, retailers will need to shift spending to this channel -- or risk losing sales.
• Consumers' interactions with retailers will move beyond just the website to include mobile phones, iPads and other innovations. According to Walker, many of these innovations will be built on proprietary technology requiring that retailers "develop systems that can easily integrate and support these existingm -- and emerging -- customer experiences in order to compete and capitalize on changing customer expectations."
• Consistency of information, policies and fulfillment across channels will be a must for retailers as they expand their touchpoints with consumers

Walker notes that most retailers today don’t have the systems in place to manage this new kind of multichannel retailing and fulfillment model. Thus, they will require a fundamental shift in how they approach e-commerce within their organizations and focus on investing in flexible e-commerce systems that can meet their cross-channel retail needs.

How is your e-commerce strategy changing in light of this shift?

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