Companies must diversify their supply chain as consumers’ buying behaviour undergoes changes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 28, 2020, 12:28 PM UTC

Brands should capitalise on content creation to build an ecommerce presence.

This article argues how crucial it has become for businesses to “lean in” into ecommerce in these times. The pandemic would require businesses to avoid being “one dimensional” to reap benefits in the long term.

While ecommerce is benefitting from increased business amid the pandemic, it would make sense for businesses to diversify their supply and the sourcing. A cited research states order volume for online grocery retailers has increased 210% from 12-15 March 2020.

Crafting and publishing content that could attract potential consumers could also help companies build an effective ecommerce business. The author contends that creating a content series such as product reviews can strengthen a company’s ecommerce presence.

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[4 minute read]