Platforms and marketers need to be prepared for a new way of selling to consumers.
Paul Kasamias, Managing Partner - Performics at Starcom UK, explains that e-commerce is evolving in a way that will embrace livestreaming.
The pandemic caused a major downturn as physical stores remained closed for extended periods of time, but this served as a boost to e-commerce.
The downturn has driven businesses to fast-track their D2C propositions, particularly traditional advertisers who have predominantly relied on retailers as a front door to commerce.
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