By Ian Darby

The e-commerce boom is undoubtedly among the biggest business behavioral shifts caused by the pandemic, creating a surge in new online businesses disrupting every conceivable category. In the UK, for example, e-commerce sales grew five-fold in 2020 to reach 24% of retail sales, according to McKinsey, and over 24,000 e-commerce companies launched in 2021 alone.

These new businesses are hugely dependent on marketing for sales and growth. Unsurprisingly, the entry point into advertising for the vast majority of e-commerce brands is focused online – harnessing the combined power of search, social media, and online video.

But that approach only nourishes Read full story ›

Source: The Drum