The State of Retailing Online (SORO)

2011 Research Survey and Reports

Produced annually in partnership between Shop.org and Forrester Research, The State of Retailing Online (SORO) study is the highly anticipated research that brings details of all aspects of eCommerce -- from marketing, social media and mobile to KPIs, mobile and profitability -- to the online retail community. 

Retailers who wish to participate in future SORO surveys should contact Fiona Swerdlow, Head of Research at Shop.org. Please see also the SORO FAQs page for further information.

The State of Retailing Online 2011: Merchandising, Headcount & Global Strategies

The State of Retailing Online 2011: Merchandising, Headcount & Global Strategies report is now live!  Shop.org members, download your copy now. See also the Table of Contents & Figures. Non-members can purchase this report.

The State of Retailing Online 2011: Marketing, Social & Mobile

The initial findings of "The State of Retailing Online 2011: Marketing, Social & Mobile" study launched are now available for download (please see also the Table of Contents & Figures for this report).  Non-members can purchase this report.

For additional insights on these findings, be sure to register also for playback of the Webinar on May 5, 2011, "The State of Retailing Online Report Findings and Analysis: 2011 Marketing Edition", featuring speakers from Forrester Research, Moosejaw, and OfficeMax. Shop.org members may register here.

Learn more about Shop.org's State of Retailing Online research!

What is the State of Retailing Online (SORO)? 

Now in its fourteenth year, the State of Retailing Online is the industry standard of Internet and multi-channel retail research, providing a comprehensive collection of performance benchmarks based on data collected directly from retailers.

Produced by the industry, for the industry, Shop.org is proud to have the assistance of its prestigious Research Committee to ensure its industry-standard research continues to closely match the needs of retailers over time.

What's the Process?  

In 2011, Shop.org's two SORO retailer surveys were conducted in February and June, respectively.  The aggregated results of the SORO 2011 research are published over the course of the year.  

The first set of findings for 2011, focusing on marketing, social and mobile, is available for download (please see also the table of contents and figures for this report). Results of the second survey, covering metrics, merchandising, organizational structure and global expansion, will be published in September 2011 in conjunction with the 2011 Shop.org Annual Summit. 

Please see also the SORO FAQs page for further information. 

Who Participates?

Shop.org and Forrester Research welcome retailer participants in the SORO study (retailers do not need to be members of Shop.org to participate).  Any retailer company is eligible to participate and is encouraged to contribute to the eCommerce community. If you are a retailer and would like to participate in future State of Retailing Online research, please let us know. 

Why Participate?

In return for completing a SORO survey, participants receive detailed, aggregated results of the SORO research (we do not report individual company data). SORO research findings are available to all Shop.org members and Forrester clients.

Next State of Retailing Online: Participate in future SORO surveys -- Sign Up!

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Interested in the results of The State of Retailing Online 2010? 

Please see below for details about the 2010 SORO research results, as well as more info about SORO and how retailers can participate in future SORO studies. 

1.  The State of Retailing Online 2010:  Marketing, Social Commerce & Mobile

• Download the full report here.  See also the Table of Contents & Figures.
• Read more here on our blog.

2.  The State of Retailing Online 2010:  Key Metrics, Multichannel & Global Strategies

• Download the full report here.  See also the Table of Contents & Figures. 
• Read more here on our blog. 

Prior Year SORO Studies

• State of Retailing Online--Review Archived Reports (Shop.org Members only)
  • 2009
    • Marketing Report
    • Merchandising Report
    • Profitability Report -and- supplemental data Figures 3-1 and 3-2
  • 2008
  • 2007
  • 2006
  • 2005
  • 2004
  • 2003
  • 2002

• More information
  • SORO Survey Participation Sign Up
  • SORO FAQ & Troubleshooting
  • Purchase SORO

For any further questions, please email retailresearch@forrester.com.

Results of this survey will be published in September 2011 in conjunction with the 2011 Shop.org Annual Summit.