Introduction
COVID has driven massive disruption in almost every area of our lives, including what we buy and how we buy it. We have seen a huge growth in e-commerce. Brands have moved into this space through necessity, due to high streets being closed for long periods of time, whilst established players have had to keep up with rocketing demand as well as increased competition.
The growth of e-commerce has implications for both sets of brands in terms of search budgets and how they deploy them. As retailers try and scale their e-commerce capabilities, they must learn that simply converting...