eBusiness strategy

The United Kingdom boasts the highest percentage of companies with over 25% of total sales coming from online channels, but executives are lukewarm on future investment for commerce technology.

Key challenges include limited or disjointed insight into the consumer, data privacy and security, and lack of required skills.

4 key takeaways for eBusinesses


see their eBusiness strategy as well-defined and highly effective


have a central eBusiness team distributed execution


had an eBusiness strategy for over 3 years


of eBusiness leaders report to marketing

Commerce and innovation investment

39% of decision-makers for companies in the United Kingdom expect to see a significant increase in their level of investment in commerce technology over the next three years, while 36% expect to significantly increase their investment in innovation in eBusiness.

Online sales and content performance

The executives surveyed believe product reviews are among the most influential for online conversion, while quality digital content among the best performing.

Pre-/post-consumber service/support: Influence, 66%; Performance: 73%. Good pictures: Influence, 64%; Performance, 74%. Personalized experiences: Influence, 67%; Performance, 73%.



of executives believe their eBusiness strategy must innovate at a rapid pace to keep a competitive advantage.

Angelo D'Imporzano​

Senior Managing Director, Lead – Consumer Industries, Europe​

Sohel Aziz

Managing Director

Jim Clark​

Research Lead – Global Accenture Interactive


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