Pivoting to e-commerce during COVID-19: Five tips for success

Many brands – small and large – are pivoting to e-commerce during COVID-19, but brands need to take five key steps to avoid failure.

Why it matters

As lockdowns continues, getting e-commerce right can help brands not only survive but thrive during COVID-19.


  • As consumers are tending to buy more, but on fewer buying occasions, it is important to offer product bundles in line with shopping behaviour; ie bundles of 3, 6, or 12 packs.
  • Adapt the existing brand website, making it ‘e-commerce ready’ with a shoppable catalogue, online payment integration, order management system and delivery options.
  • Brands should be either pausing or switching to messaging more relevant to the situation, including emphasising how products can be received without direct contact.

The retail...

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