As merchants expand their online retail marketing initiatives and strive for an integrated, multichannel approach, they need the right technology to support their operations. Ecommerce software can help, but many retailers are struggling to find the right solution. According to a recent Econsultancy study, retailers need full-functionality tools that integrate well with their existing retail management software. In addition to seeking the right systems, retailers are struggling to find people with the right skills to help them implement the technology.

Among the functionality that they need their ecommerce technology to provide, retailers identified the following priorities, as reported by the source:

• Product management
• Content management
• Mobile support
• SEO capabilities
• High-quality search site functionality
• Ability to scale

Emarketer estimated that ecommerce will account for $262.3 billion in sales in the coming year, Forbes magazine reported, so adapting a strong online strategy can significantly impact business outcomes. Merchants can turn to retail technology solutions that integrate store management systems with ecommerce tools. A consolidated system helps retailers provide consistent information and options to customers and streamlines their marketing initiatives. Pulling together data from all channels can also bolster analytical reporting and business intelligence. Overall, it's important for retailers to identify their needs and work with technology providers to choose the right solution.