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Ecommerce: What should established brands be doing and how can newer brands challenge them?

Ecommerce has come a long way in the UK over the past few years, and it is clear that it will continue to play an increasingly important role in the country's retail landscape.

With more and more consumers turning to online shopping for convenience, variety, and value, ecommerce is expected to account for an even larger share of total retail sales in the coming years. As such, companies of all sizes and in all sectors will need to have a strong ecommerce strategy in place in order to grow and compete in this rapidly evolving market.


One of the most important trends to watch in the UK ecommerce market is the continued growth of mobile shopping. With the increasing popularity of smartphones and tablets, more and more consumers are using these devices to shop online. As a result, retailers need to ensure that their websites are mobile-optimised in order to provide a seamless and user-friendly shopping experience for these customers. Additionally, retailers should also consider developing mobile apps in order to provide an even more personalised shopping experience for their customers.


Another trend to watch in the UK ecommerce market is the continued growth of social commerce. Social media platforms such as Facebook, Twitter, and Instagram are becoming increasingly important for retailers as they provide an easy and cost-effective way to reach and engage with customers. By leveraging the power of social media, retailers can build stronger relationships with their customers, increase brand loyalty, and drive sales. Additionally, retailers should also consider using social media to gather customer insights and feedback in order to improve their overall ecommerce strategy.


Personalisation is another important trend that is expected to continue growing in the UK ecommerce market. With the increasing amount of data available on customers, retailers can now personalise the shopping experience for each individual customer. By using data such as purchase history, browsing behavior, and demographic information, retailers can create personalised marketing campaigns, product recommendations, and pricing strategies. Additionally, retailers should also consider using artificial intelligence and machine learning to improve the personalisation of their ecommerce operations.


Customer service is also an important area that retailers need to focus on in order to succeed in the UK ecommerce market. With the increasing number of options available to customers, retailers need to ensure that they are providing a high level of customer service in order to stand out from the competition. This can include things like providing detailed product information, offering fast and reliable shipping, and providing easy and convenient returns and exchanges. Additionally, retailers should also consider offering value-added services such as free returns and free shipping in order to provide an even more attractive shopping experience for their customers.


In terms of investments, companies of all sizes should focus on investing in technology and automation in order to streamline their ecommerce operations and improve their overall efficiency. This can include things like implementing advanced analytics and data management tools, automating inventory management, and investing in logistics and fulfilment services. Additionally, companies should focus on investing in digital marketing, social media, and other digital channels in order to reach and engage with customers more effectively.


Established Brands

For established brands, the key to success in ecommerce will be to continue investing in digital innovation and customer experience. This can include things like developing optimised websites, implementing personalised marketing campaigns, and offering a wide range of products and services. Additionally, established brands should focus on building strong relationships with their customers through social media and other digital channels. This will not only help to increase brand loyalty but also provide valuable customer insights that can be used to improve their overall ecommerce strategy.


Newer Brands


For newer brands, the key to success in ecommerce will be to differentiate themselves from established players by focusing on niche markets and specific customer segments. This can be achieved through targeted marketing campaigns, unique product offerings, and a strong emphasis on customer service.


Additionally, newer brands should focus on building a strong online presence through social media, search engine optimisation, and other digital marketing techniques.

In terms of investments, companies of all sizes should focus on investing in technology and automation in order to streamline their ecommerce operations and improve their overall efficiency. This can include things like implementing advanced analytics and data management tools, automating inventory management, and investing in logistics and fulfilment services. Additionally, companies should focus on investing in digital marketing, social media, and other digital channels in order to reach and engage with customers more effectively.


In conclusion, ecommerce is set to continue growing in the UK, and companies of all sizes will need to have a strong ecommerce strategy in place in order to compete and grow in this rapidly evolving market. Established brands should focus on digital innovation and customer experience, while newer brands should focus on niche markets and specific customer segments. Additionally, companies of all sizes should focus on investing in technology and automation in order to improve their overall efficiency and effectiveness in the ecommerce space.

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