The State of Retailing Online (SORO)

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 2012 (Volume 1): Mobile Marketing

For the first of two 2012 studies, Shop.org, RAMA and Forrester Research have embarked on a "deep dive" study of all things mobile marketing.  Initial findings will be released in late May as part of the month-long "2012 May is Marketing Month" series of workshops, Webinars and, of course, research. 

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

What is the State of Retailing Online (SORO)? 

Now in its fifteenth 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 2012, we are surveying retailers twice: first in April regarding mobile marketing, and then again in June (topic(s) to be announced). The aggregated results of the SORO 2012 research are published over the course of the year.  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.

Participate in future SORO surveys -- Sign Up!

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Interested in the results of The State of Retailing Online 2011 and earlier? 

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. 

Prior Year SORO Studies

• 2011 State of Retailing Online
  • The State of Retailing Online 2011: Marketing, Social & Mobile  See also the table of contents and figures. (May 3, 2011)
  • The State of Retailing Online 2011: Merchandising, Headcount & Global Strategies. See also the Table of Contents and Figures.  (September 2011)
• 2010 State of Retailing Online
  • SORO 2010: Marketing, Social Commerce & Mobile
    • Download the full report here.  See also the Table of Contents & Figures.
  • SORO 2010: Key Metrics, Multichannel & Global Strategies
    • Download the full report here.  See also the Table of Contents & Figures.
• 2009 State of Retailing Online--Review Archived Reports (Shop.org Members only)
  • 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 Fiona Swerdlow, Head of Research, Shop.org at swerdlowf@shop.org.