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Subscription services see rising popularity

Data • Rob Clapp, WARC Data Points, March 2021

An overview of interest in and use of subscription services across 12 markets.

Four questions to ask when building an e-commerce marketplace strategy

Article • Brian Carruthers, Event Reports, Retail Week’s Accelerating Ecommerce Week, February 2021

Online marketplaces have seen a surge in activity during a year of pandemic-driven lockdowns and stay-at-home orders.

Retail media trends to watch out for in 2021

Opinion • Patrick Miller, March 2021

This article is part of a series of articles from the WARC Guide to shoppable media.

Shopify’s four tips for e-commerce success in 2021

Article • Brian Carruthers, Event Reports, Retail Week's Accelerating Ecommerce Week, February 2021

Retailers had to rapidly pivot to online shopping during 2020 and will have to further refine their e-commerce strategies in 2021.

How payments brand Klarna won sneakerheads' hearts (and wallets)

News • 15 February 2021

Klarna, a payments brand that enables customers to buy goods in instalments, connected with the sneaker-loving community in the UK by launching a sneaker raffle that was entered using a consumer’s heartbeat, thus ensuring that bots were not able to m

Amazon ad sales up 66% in 2020, and three other lessons from a record Q4

Article • Sam Peña-Taylor, WARC Exclusive, February, 2021

This article explores the key takeaways from Amazon’s record-breaking Q4 2020, a year in which pandemic necessity and heavy investment saw the company’s revenues and profits rocket.

Fashion and sustainability the Farfetch way

Article • Brian Carruthers, Event Reports, Web Summit, December 2020

Farfetch, the online marketplace for luxury brands and third-party resellers, is growing fast, and the single fastest-growing part of its business is one that highlights sustainability to consumers.

It’s a buyer’s market for Amazon as it builds its next billion-dollar business

News • 26 January 2021

E-commerce is soaring in the US and, as Amazon’s need for rapid and reliable logistics grows, it is increasingly looking to build its own capacity to deliver.

Klarna: Heartbeats 4 Sneakers

Case Study • DMA (UK), Gold, 2020

Klarna, a financial services brand, launched the world's first bot-free sneaker raffle as part of its campaign Heartbeats 4 Sneakers, generating huge PR and views on YouTube.

Amazon, Walmart swallow return costs

News • 12 January 2021

A crucial aspect of any e-commerce business is the return rate, but following a bumper holiday season, for some retailers the cost of taking a product back is too high, so customers can keep the product and still get their refund.

Tiki: Shoppertainment

Case Study • MMA Smarties, Silver, Vietnam, 2020

Tiki, a Vietnamese e-commerce platform, partnered with Vietnamese singer Hien Ho to promote Maybelline New York through its platform.

Tiki: Everything You Need

Case Study • MMA Smarties, Silver, Vietnam, 2020

Tiki, an e-commerce platform, cooperated with Google and Facebook to make Tiki appear at the very first step in the customer journey to raise brand awareness and showcase products related to customers' needs.

Shopify experiences ‘growing pains’

News • 23 December 2020

As many as one in five Shopify-powered retailer sites could pose some sort of risk to consumers, according to an analysis by data analytics company Fakespot.

What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

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

Purpose-fuelled Shoppertainment: Lazada Philippines’s transformation from commerce to community

Article • Low Lai Chow, Event Reports, DigiCon Omni, October 2020

Lazada Philippines found its purpose in creating opportunities and social good during the pandemic.

Shopify boss says the retail landscape has changed forever

News • 30 November 2020

2020 has been a very tough year for most retailers and, with the prospect of COVID-19 vaccines launching soon, it is understandable that many believe retail will return to normal next year.

Unilever: Hindustan Unilever Limited

Case Study • MMA Smarties, Bronze, X (Global), 2020

Hindustan Unilever, a consumer goods company, turned a challenge into an opportunity in India by launching the app Essentials on Wheels, a contactless direct-to-home distribution channel, during the COVID-19 lockdown.

Hicart.com: The million-dollar birthday gift

Case Study • May Karim, Hana Khatib, WARC Media Awards, Entrant, Best Use of Data, 2020

E-commerce platform HiCart launched a digital data-optimisation campaign to reach US$1m in sales on a single day to celebrate its one-year anniversary in Lebanon.

Anecdotal evidence for CX/UX: When listening to small data in India gave a double digit million$ win worldwide to Amazon

Research Paper • Neha Arora and Sonia Pall, ESOMAR Conference papers, APAC, 2020

Amazon, the online retailer, used semi-structured interviews to identify pain points in its customers' experience in India which helped it develop a new UI design, rolled out across all marketplaces.

eBay: Stronger as One

Case Study • Lindsey Jordan, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Digital retail platform eBay UK ran a multi-channel campaign during COVID-19 lockdown to publicise small businesses on its platform, attracting a record number of startups, boosting sales and improving brand metrics.

eBay: Retail Revival

Case Study • Lindsey Jordan, WARC Media Awards, Entrant, Effective Channel Integration, 2020

To position itself as a supporter of small businesses, eBay ran a campaign in the United Kingdom focused on helping small local companies join and succeed on its platform.

Amazon invests £20m in new rugby tournament

News • 16 November 2020

The Autumn Nations Cup is rugby’s newest tournament and is unusual not just because it might be a one-off, introduced as southern hemisphere teams are unable to travel this year due to COVID-19, but also owing to Amazon’s newfound interest.

JD.com plans massive expansion of physical stores

News • 16 November 2020

Chinese e-commerce giant JD.

Amazon: #getsmartwithalexa

Case Study • SABRE Awards, Gold, South Asia, 2020

Amazon, an e-commerce site, improved customer perception surrounding its Alexa device in India by showing how its applications and skills suit everyone.

#AmazonFestiveYatra | Amazon Good for India

Case Study • SABRE Awards, Gold, South Asia, 2020

Amazon, an e-commerce company, increased sales in India by launching an Amazon festival that used a house on wheels decorated with products from Amazon sellers to showcase the variety it has to offer.

What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Learn from the best: Lessons from the world's most awarded brands

Article • WARC Exclusive, April 2020

Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
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, July 2020

Global strategies, campaign updates and trends in retail.
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.
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.