Introduction


Brands have more competition for consumer attention than ever before. And as consumer behaviour continues to evolve and the e-commerce landscape changes, more brands are shifting their efforts online, trying to optimise their digital presence and adapting to a changing retail world. 
 
The COVID-19 pandemic has served as an accelerant for many of the consumer trends that have been in motion for many years. With online sales now making up nearly 20 percent of all retail sales, e-commerce adoption has essentially accelerated five to ten years forward in a matter of months. Now, more brands are fast-tracking their plans to meet them in the digital arena.  


















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