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-commerce penetration by at least two years when measured against prior expectations.
To help marketers navigate this rapidly-developing environment, WARC convened a group of subject-matter experts to...