Strategies for generating demand in ecommerce should focus on understanding the customer as well as tactics for maximising brand experience, sales and conversion, which involves selecting the right ecommerce channels. This chapter considers the different channels available to brands, covering:

  • Routes to market: What are the five fundamental ecommerce routes to market, and what opportunities and challenges do each present?
  • Margins: What factors affect margins in ecommerce?
  • Trends: While demand for parcel logistics remains resilient, what are the five key trends in cross-border fulfilment?