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17 May 2021
Understanding the e-commerce ‘glass ceiling’
E-commerce & mobile retailBrand managementDigital media planning & buying
In the latter half of 2020 and now into 2021, the impulse to shift to e-commerce would imply that it’s a solution to most modern business problems, but the reality is far more complex.
Why it matters
E-commerce is a booming business, but also a costly and difficult area that supposes totally new challenges compared to offline retail. Key among these is how retailers navigate the upper end of a primary market – the ‘glass ceiling’ – beyond which selling online becomes far harder and advertising must work harder to ensure profitability.