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E-commerce sales are growing – and so is web-focused marketing

March 20, 2014

Retailers are seeing more of their revenue come from online-based credit card payment processing pages than ever before - and that trend is unlikely to change, thanks to continuing innovation in web-based marketing.

Retailers are seeing more of their revenue come from online-based credit card payment processing pages than ever before – and that trend is unlikely to change, thanks to continuing innovation in web-based marketing. 

The apparel retailer Express, for example, recently reported that the Internet provided for roughly 15 percent of its 2013 sales, according to a recent report from Internet Retailer. Online sales had only accounted for 12.6 percent of sales for the company in 2012, illustrating the rapid growth being experienced by retail e-commerce websites. The company also expects similar growth for its web sales throughout the coming year – bolstering the belief that the e-commerce shopping trend is still growing.

“[Express] reached our publicly stated 15% goal more quickly than I thought it would,” said Michael Weiss, CEO of the company, according to the report. “It speaks both to our executional skill and the rapid shift in how our customer is changing. We continue to invest in this area and while we don’t see any need to set a new target, we once again expect e-commerce to deliver double-digit growth in 2014.”

It was even clear, looking at the 2013 sales, that online credit card payment processing pages are bringing in a constantly growing source of revenue. While the web accounted for 15 percent of annual sales, e-commerce provided for almost 20 percent of Express sales during the fourth quarter of 2013. Overall, web sales were up by 25 percent year-over-year during 2013, according to the news outlet, bringing in more than $340 million in revenue.

New e-commerce marketing strategies are arriving
One of the reasons that e-commerce sales are trending upward is clear: retailers are finding more effective ways of promoting both their products and their ability to process credit payments online.

For example, another Internet Retailer article detailed how Target was launching it’s first “second-screen” shopping campaign, alongside the television program “Cougar Town.” An episode of the program will feature up to 30 Target items on-screen, according to a Target spokeswoman – and consumers will be able to access a special website to purchase those products as soon as the episode airs.

“Our research showed that ‘Cougar Town”s viewers love their homes and design, and they love shopping at Target, so we felt the show was the right fit to bring Target products to life in a new way for our guests,” a company representative told the news outlet. 

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