We didn’t realise it at the time but prior to 2020 and the pandemic there was a defined line in most consumers’ minds between social networks and shopping websites.
Furthermore, whilst this line blurred at times, there was also a sense that bricks and mortar shopping offered a more exciting experience than ordering on Amazon. And, of course, retail shopping represented legacy investments that retailers were loath to undermine. As a consequence, neither retailers nor their customers had much of an incentive to shun them – that is until COVID-19.
What occurred last year has been recorded and analysed by...