As e-commerce in India continues to evolve and develop, Publicis Commerce’s Kartik Iyer looks at what marketers need to focus their time and attention on.

Why it matters

With consumers in India now more comfortable with shopping online for goods and services, the pressure is on marketers to look ahead and strategise in order to grow in a crowded and increasingly competitive landscape.

Takeaways

• Brands must look to an integrated go-to-market approach that brings together all routes to market.
• Marketing’s role is expected to shift from being a brand spokesperson to a customer advocate.
• Social commerce and platform...