Despite the economic downturn, many business will grow via e-commerce as technologies and algorithms evolve, but to what extent and how best to harness this will vary by product, category, and business sector.  

Why it matters 

After a boom during the pandemic, e-commerce transactions are returning to pre-pandemic levels. This means that brands will need to focus on the outstanding execution of marketing fundamentals to ensure digital shopping channels continue to thrive in more difficult times.

Expect the smartest companies to grasp the opportunity of advocacy and relational capital in 2023 – notably on social platforms – by building social...