What is e-commerce?
Selling and buying products or services online through websites, apps and digital marketplaces.
More details
E-commerce covers DTC (Direct-to-Consumer: your own web shop), marketplace sales (Bol.com, Amazon) and social commerce (Instagram Shopping, TikTok Shop). On the technical side, a stable checkout, mobile optimisation and speed are critical (a 1-second delay in loading = a 7% drop in conversions). Conversion rate, average order value and CLV are the key indicators.
For example…
Nike accelerated its shift to a DTC e-commerce strategy: wholesale relationships were scaled back in favour of Nike.com and the SNKRS app. The direct relationship generates higher margins, richer first-party data and better control over the brand experience at product launches.
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