Marketers are ramping up their e-commerce investment in response to COVID-19, but the speed and scale of disruption mean there is often a lack of clarity about how best to utilize these dollars.
In one telling datapoint, financial-services giant Morgan Stanley has estimated that e-commerce will contribute over 23% of US retail sales in 2020, a 5% jump from 2019. It further argued that the pandemic has “pulled forward” the advance of e-commer
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