E-commerce marketing tech challenges 2022

Business intelligence and analytics represented a challenge for 35 percent of retail companies selling online, a global survey from 2022 revealed. Besides investing in business intelligence systems (25 percent), the biggest challenge for e-commerce pure players was online advertising and retail media, an investment area for 28 percent of retail decision makers.

Main short-term challenges in marketing technology among worldwide e-commerce companies in 2022, by type of company

Characteristic	Investing in business intelligence & analytics (algorithmic enterprise)	Personalization (website, email)	Investing in retail media platforms / site monetization (onsite & offsite advertising)	Investing in CDP / data lakes / customer 360 / personalization	Investing in content management / DAMs	Investing in search platforms (e.g. Google)
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Release date

June 2022

More information

Region

Worldwide

Survey time period

March 18 to April 12, 2022

Number of respondents

294 decision makers*

Supplementary notes

* Job title of Director or higher working in retail companies with e-commerce operations.
The survey was carried out in the U.S., UK, Germany, Denmark, Norway, Sweden, and Australia.

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