Gemma Spence is CEO at OMG Transact, Omnicom Media Group’s ecommerce specialist practice.
The UK is the world’s third largest ecommerce market behind China and the US, accounting for $101bn in 2019 alone. But Amazon holds almost 40% of the European market and more credit card details than any other company on earth which makes their data and shopper-led approach more personalised and tailored than the rest. Therefore, to be able to compete on a level playing field, companies must use technology to enhance their logistics, seamlessly combining offline assets such as stores and supply chain with online front-ends such as apps, webstores and media. Having a well-oiled omnichannel approach to services is key and will likely result in a refreshed business model with growing sales.