Trends Report

All Brands Need A Full-Fledged Digital Commerce Strategy

The Fundamentals Of A Digital Commerce Strategy For Brands

May 8th, 2018
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
Michelle Beeson, null
Michelle Beeson
With contributors:
Fiona Swerdlow , Sam Wolken , Shayna Neuburg

Summary

Consumer-facing brands have enormous opportunities to grow sales through digital commerce channels, but they also face substantial risks. Some digital channels, like direct-to-consumer sales, can be very profitable, but the prevalence of that same merchandise in online marketplaces presents additional pricing and product integrity considerations. If brands' digital business professionals do not craft a clear digital commerce strategy, they ultimately empower "gray market" sellers at the expense of their own sales and the sales of their retail partners.

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