Searching for sustained ecommerce growth? Remove these roadblocks.
The coronavirus has made ecommerce a priority, but organizations are struggling to turn it into a revenue driver.
The American Marketing Association and Kantar surveyed marketers in mid-2020 to understand how their organizations view the role of ecommerce. While the pandemic has accelerated the importance of ecommerce for some companies, its strategic role is still unclear in others, with structural enablers acting as barriers to sustained growth.