Design for integration
Nurture partnerships
Activate with intelligence
Our 2025 study surveyed over 460 eCommerce executives. We identified the top brands based on category share and growth rate, allowing us to closely examine industry leaders and decode success drivers.
This year, we’re diving deeper into hot industry topics such as:
KEY FINDING:
Leaders drive integration by prioritizing eCommerce KPIs tied to incentives.
SO WHAT?
Leaders are twice as likely to incentivize across both sales and digital shelf metrics, ensuring every team is invested in results.
Without digital shelf KPIs, eCommerce risks becoming a “box-ticking” exercise while the driving fundamentals are neglected. With digital shelf KPIs, accountability is shared, and omnichannel execution ladders up to a unified north star.
KEY FINDING:
Leaders are more likely to embed eCommerce into JBPs, but there’s room for everyone to progress.
SO WHAT?
Failing to integrate risks eComm being treated as a line item rather than a growth driver. Leaders collaborate with retail partners to embed omnichannel into planning — unifying strategies across physical and digital shelves. This nurtures partnerships and elevates JBPs into vehicles for growth, rather than trade negotiations.
KEY FINDING:
Leaders maintain budget fluidity, shifting budget to Retail Media if it proves to work.
SO WHAT?
The question isn’t who owns retail media — it’s how fast investment can shift when it drives incremental sales.
Leaders treat retail media as self-funding, sourcing spend from across the organization and unlocking additional budget when results prove out. This budget fluidity is critical as retail media networks evolve, testing new formats, targeting, and measurement capabilities.
Holistic insights on your competitors and categories so you can find new growth opportunities and refine your strategies
Personalized insights on content, reviews, prices and out of stocks so you can maximize your resources
Trusted 3rd party data, with 95% accuracy, so you can confidently report success to leadership
Holistic insights on your competitors and categories so you can find new growth opportunities and refine your strategies
Personalized insights on content, reviews, prices and out of stocks so you can maximize your resources
Trusted 3rd party data, with 95% accuracy, so you can confidently report success to leadership
"True leadership in the modern marketplace isn't dictated by budget size, but by an organizational DNA that prioritizes habitual connectivity and adaptability. By structuring teams for seamless integration and nurturing retailer partnerships, we activate omnichannel strategies with precision and intelligence — this is the essence of our DNA framework."
