In the past, we defined e-commerce as an online purchase enabler that was transactional and functionally led. Today it is an integral part of the whole customer experience, which defines a brand’s essence. Moving forward, it will continue to expand and evolve to become even more entrenched in our day-to-day lives.
Now, more than ever, things are changing at an incredibly fast pace and brands are trying to keep up.
I recall, not long ago in 2014, we were helping clients put business cases behind developing an e-commerce platform and having to justify such an investment, with discussions centred on the technical aspects, along with debates about whether consumers will even engage with an on
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