[Forrester Report] All Brands Need A Full-Fledged Digital Commerce Strategy
The Fundamentals of a Digital Commerce Strategy for Brands
Consumer-facing brands have enormous opportunities to grow sales through digital commerce channels, but they also face substantial risks. Some digital channels, like direct-to-consumer sales, can be very profitable, but the prevalence of that same merchandise in online marketplaces presents additional pricing and product integrity considerations.
If brands’ digital business professionals do not craft a clear digital commerce strategy, they ultimately empower “gray market” sellers at the expense of their own sales and the sales of their retail partners. Brands must invest to thrive in today’s digital shopping environment.
- Online marketplaces pressure brands to rethink distribution
- Digital commerce for brands includes direct-to-consumer and wholesale sales
- Best practices vary for different types of brands
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