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Why ‘full-funnel’ is the future of digital commerce platforms

Opinion • Ian Ho, July 2021

As part of WARC’s series on ‘Rethinking brand for the rise of digital commerce’, Shopee’s Ian Ho explains how commerce and entertainment are combining in Southeast Asia, and what that means for advertising formats.

YouGov Ad of the Month – Singapore: Shopee

Opinion • BrandIndex, July 2021

Shopee, the multinational technology company focused mainly on e-commerce, saw the highest jump in Ad Awareness of any brand tracked by YouGov in Singapore in June.

The end of Amazon? Can a new CEO follow Jeff Bezos and maintain its customer-led success?

Opinion • Charlie Dawson and Sean Meehan, June 2021

Even though Amazon is experiencing extraordinary growth, has plentiful reserves and is much admired, is Andy Jassy inheriting a poisoned chalice when he takes over as CEO next month? Can he emulate Jeff Bezos’ success in the mid to long term, wonder Se á n Meehan and Charlie Dawson?

Alibaba Group Holding Ltd in Retailing (World)

Article • Euromonitor , Research on WARC, June 2021

E-commerce in China continues to be Alibaba’s growth engine, with opportunities from lower tier cities to be explored.

What Shopify’s rise says about the future of retail

Article • Sam Peña-Taylor, Event Reports, Retail Connected, May 2021

Retail platform Shopify is growing fast by providing services to modern DTC retailers – there are lessons to be learned from their, and Shopify’s, success.

Amazon: Making small, powerful

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Amazon, an e-commerce company, launched a campaign in India to on-board more SMEs to its platform.

Udaan: How Udaan turned hate into love

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Udaan, a B2B online marketplace, convinced small retailers in India to do business online.

E-commerce to account for over 8% of FMCG sales in 2021

Data • Rob Clapp, WARC Data Points, June 2021

An overview of online's share of FMCG sales value across 35 different markets.

Why Diageo shifted linear TV budget to Fire TV in Germany

Article • Brian Carruthers, Event Reports, Advertising Week Europe, May 2021

An Amazon campaign that aimed to boost awareness and product discoverability for its whiskies led to Diageo reappraising its media strategy in Germany.

Amazon: #ForTheGrams – Amazon Devices Help Families Maintain Holiday Traditions While Social Distancing

Case Study • SABRE Awards, Gold, North America, 2021

Amazon, a technology company, demonstrated how its Echo Show device could help connect families virtually and keep holiday traditions alive in the US.

Shopify, Walmart and Pinduoduo lead e-commerce growth

Data • Rob Clapp, WARC Data Points, May 2021

An overview of the top 13 B2C e-commerce companies between 2018 and 2020.

Pickup overtakes ship-to-home for online grocery orders

Data • Rob Clapp, WARC Data Points, May 2021

An overview of the receiving methods used by online grocery shoppers in the United States.

Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:

Wakuda: A new online marketplace for black-owned businesses

Opinion • Nathaniel Wade and Albert Larter, April 2021

Wakuda is an online marketplace that elevates and supports independent Black-owned businesses in the UK. Co-founders Albert Larter and Nathaniel Wade explain why they launched the platform in August 2020, and how brands can support black-owned businesses.

$900bn more was spent at online retailers globally last year

Data • Rob Clapp, WARC Data Points, April 2021

An overview of e-commerce's share of retail sales across major markets.

Bodeboca: How did the Bodeboca acquisition campaigns outperform during lockdown?

Case Study • MMA Smarties, Silver, EMEA, 2020

Bodeboca, an online wine retailer, increased return on investment (ROI) and generated 85% more app downloads in Spain.

Yalı Spor: The Great Google Shopping Hack

Case Study • MMA Smarties, Silver, EMEA, 2020

Yali Spor, a sportswear retailer, merged Google Analytics and CRM data to reduce the cost of sales and increase the conversion rate and return on investment (ROI).

Online groceries most popular in APAC, growing quickest in North America

Data • Cinzia Petio, WARC Data Points (GlobalWebIndex), April 2021

An overview of online grocery shopping in Q4 2020.

After 2020: What’s next for India’s e-commerce scene?

Article • Kartik Iyer , WARC Exclusive, Spotlight India, April 2021

As e-commerce in India continues to evolve and develop, Publicis Commerce’s Kartik Iyer looks at what marketers need to focus their time and attention on.

How online retailers can maximize the impact of behavioral “nudges”

Article • Stephen Whiteside, Research on WARC, April 2021

Online retailers can leverage the power of behavioral “nudges” to influence purchase decisions made by digital shoppers, according to a study published in the Journal of Consumer Behavior.

sahibinden.com: 20th year anniversary

Case Study • MMA Smarties, Gold, Turkey, 2020

sahibinden.com, Turkey's first online marketplace, increased top of mind awareness and page views in Turkey by launching an emotive commercial aimed at the vehicle category.

Subscription services see rising popularity

Data • Rob Clapp, WARC Data Points, March 2021

An overview of interest in and use of subscription services across 12 markets.

Four questions to ask when building an e-commerce marketplace strategy

Article • Brian Carruthers, Event Reports, Retail Week’s Accelerating Ecommerce Week, February 2021

Online marketplaces have seen a surge in activity during a year of pandemic-driven lockdowns and stay-at-home orders.

Retail media trends to watch out for in 2021

Opinion • Patrick Miller, March 2021

This article is part of a series of articles from the WARC Guide to shoppable media.

Shopify’s four tips for e-commerce success in 2021

Article • Brian Carruthers, Event Reports, Retail Week's Accelerating Ecommerce Week, February 2021

Retailers had to rapidly pivot to online shopping during 2020 and will have to further refine their e-commerce strategies in 2021.

What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.
From running shops to serving customers: The Tesco turnaround story

Case Study • Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.