As online sales continue to show robust, year-over-year growth due to sheltering in place amid the COVID-19 outbreak, retailers and brands are upping their e-commerce capabilities. But for many companies, the high demand is revealing flaws in their operations and processes, which is forcing them to reconfigure their approaches.
Here, Olivier Schott, chief marketing officer of Scalefast, the global e-commerce solution provider that helps brands launch online stores in 15 days, shares insights into what it takes to launch and grow a DTC site.
WWD: How should retailers and brands reimagine their e-commerce strategies given the disruptions caused by COVID-19? Where do they start? And what’s needed?
Olivier Schott: Coronavirus has caused everyday life to grind to a halt, but understanding the impact to the wider retail industry can help brands put plans in place to emerge successfully. Consumers still need to make certain purchases, and are choosing to buy them online when at all possible, but with online sellers like Amazon swamped with orders, unable to fulfill purchases quickly or simply reprioritizing certain types of goods, customers are turning to any alternative to get their orders on time, including the brand’s sites, or smaller resellers.
Brands that are majority sold in retail or
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