"Nicholas Crane, commerce lead director, Adapt Worldwide: The end of 'e-commerce' My prediction for 2023 is the decline in usage of the word 'e-commerce.' The advent of hybrid commerce has led to the decreased distinction between online and offline, with silos being broken. So online and offline marketing teams should be increasingly collaborative. Laura Cullen, global commerce director, VMLY&R Commerce: A world remade by recession My view is that it will increasingly and simply be known as 'commerce,' dropping the 'e.'"
"The fall of the 'e' will be akin to the loss of the word 'online,' which was once commonplace in consumer searches but is now a given. My title is 'commerce lead director' - I did actually negotiate from 'e-commerce lead director.' The role of premium and branded products is going to change. This year, it will start to feel different. The UK at least, and the rest of the world as well, is losing its disposable income. We're coming to the tail-end of Covid-19; war between Russia and Ukraine has caused instability; supply chains have failed; energy bills are skyrocketing. Everything's going wrong."
"Emma Moore, product marketing manager, Zappar: The dawn of 'experience commerce' Shamsul Chowdhury, vice-president of paid social, Jellyfish: Brand purpose Federico D'Uva, marketing lead, Rawnet: Using what you've got Where shoppers might have been inclined to buy branded products as comfort items or luxury treats coming out of a few bad years, the financial squeeze will result in shoppers going back to basics. Brands will be pipped to the post by unbranded products more than ever. But brands need to still exist, so what do we do? It's"
The word 'e-commerce' will decline as hybrid commerce removes distinctions between online and offline, prompting closer collaboration between previously siloed marketing teams. The industry will increasingly refer simply to 'commerce' as online presence becomes assumed. Economic pressures—post-Covid effects, war-related instability, supply-chain failures and rising energy bills—will reduce disposable income and shift shoppers from premium branded treats toward unbranded basics. Brands must adapt by focusing on purpose, experiences, and leveraging existing assets to remain competitive. Experience-driven commerce and cross-channel integration will gain prominence as companies rethink product positioning and consumer engagement strategies for tighter markets.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]