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Invest wisely: The non-media essentials for e-commerce success

VMLY&R’s Toseef Butt highlights the areas that brands and agencies need to focus on to pave the way for success

Whether you’re a brand that operates within the realms of D2C, marketplace, Q-Commerce or any other type of commerce, you must first meticulously secure the integrity of your operational foundation.

Globally, e-commerce is expected to deliver 19.5 per cent of all sales in 2023 and is expected to account for 23 per cent of all sales by 2027.

Within MENA, the e-commerce market is expected to grow to $57bn by 2026.
START BY ANALYSING AND OPTIMISING YOUR OWNED ASSETS
With 64 per cent of searches now starting within retail environments instead of on Google, it’s clear that in today’s world, the digital shelf serves as the primary and most common initial touchpoint for c


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