How brands respond to the look-alike-and-disappear e-commerce challenge

E-commerce is an increasingly central element of brand strategy, but presents several challenges to marketers who are used to the brick-and-mortar world.

As consumers scroll through countless pages of similar-looking products on e-commerce platforms run by Amazon, Walmart, Macy’s, or The Home Depot, it can be hard for individual brands to stand out from the crowd.

In exploring how marketers are approaching...