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.

Takeaways

• Advertising is totally changed by e-commerce: for...