Adapting e-commerce post-pandemic: Retailer and brand perspectives

Brian Carruthers

Forward-thinking retailers are turning to new technologies and investing in automation to scale and optimise their operations, while FMCG brands are adapting their initial response to lockdowns to explore new long-term opportunities.

In March 2020, brands and retailers were rapidly reviewing their approach to e-commerce. Some were having to get into this area for the first time, some were accelerating existing initiatives, others were pivoting and finding new ways to deliver (both figuratively and literally) a service.

Two years on and the sense of panic, terror even, of those early days of the pandemic has receded. COVID-19 hasn’t disappeared but vaccinations and (relatively) milder variants have encouraged a progressive easing of restrictions as governments try to get their economies working as normal again. 

But much has changed since then; what governments and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands