Consumers expect to benefit from high levels of convenience, immediacy and simplicity when buying online, according to Shimona Mehta, managing director/EMEA at the e-commerce platform Shopify.
Why it matters
E-commerce has been the prime retail beneficiary of the COVID-19 pandemic, as more people turned to this channel in response to store closures, lockdowns, and health worries. Brands need to meet evolving needs in this increasingly competitive space.
Three key trends