Retail media and e-commerce: Marketing trends for 2024

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...

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