Chapter 4. As innovation in ecommerce continues apace, shoppable video takes the spotlight. This chapter looks at why YouTube’s Head of Shopping has declared that shoppable short-form video is ‘on fire’ and considers the future of DTC models.

Digital Shift is a quarterly report on the latest technology developments within marketing and ecommerce. This is chapter four of four in the Q1 2024 edition of Digital Shift. View all chapters.