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What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2021

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Retail media ad costs rise 21% to new high

Data • Rob Clapp, WARC Data Points (Curated), November 2021

An overview of digital advertising (social media, search and retail media) costs.

Mercado Libre: Elbow to elbow

Rankings • WARC Effective 100, 2021

Mercado Libre, a Latin American marketplace, increased donations for food banks and highlighted the importance of social distancing during the COVID-19 pandemic across LATAM by changing it's iconic logo from a handshake to an elbow bump.

Mercado Libre: Money Catalogue

Rankings • WARC Effective 100, 2021

Mercado Libre, an online marketplace company, increased sales and buyers on its platform in Colombia by transforming Colombian bills into the biggest Christmas catalogue ever made to show the top rated products that could be bought.

One-third of consumers prefer to shop for groceries online

Data • Rob Clapp, WARC Data Points (Curated), November 2021

An overview of consumer preference for buying groceries online or in-store.

Farfetch marketing spend reaches a new high

Data • Cinzia Petio, WARC Data Points (Curated), November 2021

An overview of Farfetch's marketing spend.

SEO and SEM: Best practices for Indonesia’s consumer brands

Article • Aldila Septiadi, WARC Exclusive, November 2021

ADA’s Aldila Septiadi explains how combining search engine optimisation (SEO) and search engine marketing (SEM) can drive superior conversion and high-quality traffic to deliver tangible results for brands.

Mercado Libre: Elbow to elbow

Case Study • WARC Cases, November 2021

Mercado Libre: Money Catalogue

Case Study • WARC Cases, November 2021

Consumers prefer online to in-store for product discovery

Data • Rob Clapp, WARC Data Points (Curated), November 2021

An overview of consumer preference for online and in-store product discovery.

Advertising is Amazon's quickest growing business, up 50%

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of Amazon's business segments in Q3 2021.

Amazon’s Kari Callahan on growing its advertising business and the future of e-commerce

Opinion • Cathy Taylor, October 2021

Kari Callahan, Amazon’s Director of Global Media, Portfolio and Insights, discusses pandemic shopping and the blending of branding and e-commerce in this interview for WARC’s Marketers Toolkit 2022 with US Commissioning Editor Cathy Taylor. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

Tmall: Gen Z

Case Study • Stella Yan, WARC Awards for Asian Strategy, 2021

E-commerce platform, Tmall, connected with Gen Z in China with a virtual spokesperson and online hub built around the audience's shopping behaviours.

Lazada: All sellers are welcome

Case Study • Jane Fraser, Yee Hui Tsin, WARC Awards for Asian Strategy, 2021

Tech and e-commerce brand Lazada used a digital strategy to change perceptions and grow the number of micro-SMEs selling on its platform in Malaysia.

Amazon, Revenue, Q1 2014–

Data • WARC Data Points (Dynamic), October 2021

An overview of Amazon's revenue by business segment (USD millions, nominal, and year-on-year % change).

11Street: Hope full campaign

Case Study • SABRE Awards, APAC, Gold, 2021

11STREET, an online marketplace, encouraged people in Korea to adopt abandoned animals with its #HopeFull campaign.

Amazon: The Planning Must Go On

Case Study • APG (UK), Entrant, 2021

Amazon, a multinational conglomerate, launched a global holiday campaign to show everyone that despite the pandemic, Christmas wouldn't be cancelled.

Instacart advertisers become more efficient as ROAS rises 12%

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of key Instacart performance indicators in Q3 2021.

Answear.com: #Catch the moment project

Case Study • SABRE Awards, IN2, EMEA, 2021

Answear, an online clothes, shoes and accessories store, launched #CatchTheMoment across Europe to encourage fans to enjoy life to the fullest and capture special moments.

Digital commerce adspend rises 55% as costs increase

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of retail media advertising spend, clicks and cost-per-click.

E-commerce to account for over a quarter of health & beauty sales in 2026

Data • Rob Clapp, WARC Data Points (Curated), August 2021

An overview of health, beauty & personal care sales by channel in 2021 and 2026.

YouGov Ad of the Month – Singapore: Shopee

Opinion • BrandIndex, July 2021

Shopee, the multinational technology company focused mainly on e-commerce, saw the highest jump in Ad Awareness of any brand tracked by YouGov in Singapore in June.

Why ‘full-funnel’ is the future of digital commerce platforms

Opinion • Ian Ho, July 2021

As part of WARC’s series on ‘Rethinking brand for the rise of digital commerce’, Shopee’s Ian Ho explains how commerce and entertainment are combining in Southeast Asia, and what that means for advertising formats.

Global trends and corporate strategies in marketplaces

Article • Euromonitor Strategy Briefings, June 2021

Explores current developments in online marketplaces, focusing on ongoing trends and successful strategies, while profiling nine companies with diverse business models and wide geographic distribution.

Very: A Very Black Friday

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Very, a British online retailer, launched a campaign in the United Kingdom to set up a 'digital shop front' and show high street consumers the best online deals.

What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2021

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.