The WARC Guide to e-commerce and the future of effectiveness

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A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.


With the inevitable rise of e-commerce since the global lockdown, the mailbox has increased in significance as a new retail experience.


Explores the potential of Facebook Shops, the platform’s online store format, and the broader role of social commerce.


Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.


In today’s current climate, there’s no denying that e-commerce is big business. Online retail is exploding in penetration and basket size as shoppers are choosing or forced to be isolated.


Brands are now looking to transform the way they reach customers, but not all transformation is always good - here are three steps to adjust to the post-COVID e-commerce world.


Livestreaming is an e-commerce format that has been developing rapidly since the beginning of the year, accelerated by store closures and consumers spending more time at home in Q1 of this year.


Already having the largest share of retail in the world, Chinese e-commerce sites have attracted even more new users during the COVID-19 pandemic.


The pandemic has changed consumers' behaviour and there will be further changes in their wants and needs in the months ahead. Jess Smith advises  on how brands can keep up.