L’Oréal sets new e-commerce baseline | WARC | The Feed

Last year represented ‘a new baseline’ in e-commerce, according to Lubomira Rochet, L’Oréal’s chief digital officer, who explains that the beauty company is aiming to generate half of its sales from e-commerce in future.

Why it matters

If it were not already clear, the COVID-19 pandemic has demonstrated that e-commerce will be a crucial part of the future of all brands and retailers. L’Oréal, which grasped this sooner than most and has already hit an ambitious target in this regard, has useful advice on how to proceed.

Takeaways