Retail media and e-commerce: Marketing trends for 2024

Tanya Peasgood

As brands continue to navigate cost-of-living and sustainability concerns, three major themes will dominate the year ahead in e-commerce and retail media.

With no sign of any imminent significant improvement in footfall across UK retail destinations and e-commerce sales still considerably below their pandemic high, 2024 looks set to be a challenging year. But as brands continue to navigate cost of living, inflation and sustainability concerns, three major themes will dominate the year ahead.

Where we were

Three years ago, the COVID-19 pandemic proved itself a major accelerator of e-commerce – expanding its use among new businesses and business sectors, customers and types of products and raising customer expectations around convenience, customer experience and delivery.

As a result, when lockdowns ended and...

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