Representing a more-than $300-billion market, the Electronic Retailing Association (ERA) is the only trade association that represents the global leaders of the direct-to-consumer marketplace—companies which use the power of direct response to sell goods and services on television, online and on radio. ERA’s members practice a sophisticated and accountable marketing methodology, leveraging video and audio to compel a direct and measurable response.

ERA works hard to protect the regulatory and legislative climate of direct response while ensuring a favorable landscape that enhances direct response marketers’ ability to bring quality products and services to the consumer. In addition, the association strives to promote thought leadership and the sharing of knowledge to advance the direct response industry, as well as to facilitate relationships that help members to drive their businesses’ growth and profitability.


ERA began in 1990 as the National Infomercial Marketing Association with nine founding members. However, as direct response (DR) developed and evolved into multichannel retail throughout the 1990s, ERA members recognized the need to broaden the scope of its industry representation and changed its name to the Electronic Retailing Association in 1997. Now, ERA represents more than 450 companies in 45 countries—and continues to expand. More e-commerce companies, traditional advertisers, corporate brand marketers and Fortune 1000 companies are realizing the effectiveness of direct response and understand that ERA is the one voice that represents and protects the industry.

ERA Mission

To drive, grow and shape the future of electronic retailing.

ERA Vision

To be the universally recognized authority, resource and voice for electronic retailing.