A brand’s guide to innovating and surviving in the e-commerce world

As COVID-19 continues to significantly change shopping behaviour, brands will have to innovate to stay relevant and thrive.

New consumer behaviours and the shift towards online buying are having a huge impact on how brands reach out to and engage with consumers.

“With lockdowns kicking in and pubs and bars closed in the wake of COVID-19 last year, Diageo started selling alcohol online,” said, B Sridhar, global digital director (e-commerce and tech innovation), Diageo India, at the virtual adtech Direct-to-consumer (D2C) and e-commerce conference.