But while traditional retailers have made a big push in their online offerings over the past year, the web still poses significant challenges for businesses. For one, consumers have come to expect free shipping, which can eat into a company's profits.
Read MorePrice wars: Amazon vs. Wal-Mart vs. ... Walmart.com?
Shoppers also tend to resort to the Web to place last-minute orders, which—combined with a flurry of bad weather last year—caused many deliveries to arrive after Christmas.
To combat these issues, Mulpuru said retailers should promote their store networks to procrastinators, so they don't overload carriers such as UPS and FedEx. She also recommended retailers limit free shipping offers, which tend to delay deliveries and cut into margins.
Read MoreBricks-and-mortars aim to gain on Amazon pain
Target last month announced it will offer free shipping on all its web purchases through Dec. 20, regardless of the amount spent, a move some experts predict will be replicated by other retailers. And while UPS and FedEx have warned retailers not to offer 11th-hour shipping promises, Kevon Hills, vice president of research at StellaService, said it remains to be seen whether they will listen.
"It's probably the No. 1 thing that I'm most curious to see," he said. "I think we could see people get more aggressive to capture more revenue a few days before Christmas."