Trends Report

Brand Manufacturers And Their Digital Commerce Strategies, 2023

An Update From Forrester And Vorys eControl’s Brand Manufacturer Survey

April 19th, 2023
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
With contributors:
Fiona Swerdlow , Taylor Hansen

Summary

Brands that have historically distributed through wholesale channels continue to embrace the pandemic-led trend of placing a significant focus on digital commerce. Digital commerce is defined as three key areas: sales on e-commerce marketplaces, wholesale dot-com sites, and direct-to-consumer businesses. This report analyzes brand manufacturer attitudes toward each of those channels of distribution and their commitments to brand protection. It is an update of a survey of brand manufacturers that Forrester originally conducted in partnership with Vorys eControl in 2021.

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