Now that internet retailers have the basics of e-commerce down, it's time to improve online merchandising with better tools and technologies, according to Forrester Research report, "How to Master Online Merchandising," writes Internet Retailer. One of the most commonly used tools, site search, is still only a function on the sites of 54 percent of retailers surveyed.

As for other merchandising tools, 55 percent of retailers offer richer imagery: 47 of them use zoom, and 42 percent use swatching. Also, 41 percent use buying guides, 33 percent use A/B design testing, 26 percent offer customer ratings and reviews, 22 percent have streaming video, and 16 percent have personalized recommendations.

Gift registries and wish lists were cited by 15 percent, of retailers surveyed; 9 percent use 3-D rotation; and 6 percent use virtual model technology.