Last year, global ecommerce sales totaled nearly $6 trillion and are expected to grow 10% this year. People expect nothing but the best shopping experience every time, and expectations increase every time they experience something better.
This represents a sharp departure from how commerce has traditionally been approached—as a mere transaction after all the creative brand-building and consumer engagement. Now, commerce is often the sole or most pivotal moment where brands interact with consumers, making creativity and commerce work hand in hand. Necessity created by pandemic lockdowns fast-forwarded the world of commerce, creating a world where speed, value and frictionless convenience are the victors and the loyalty that brands have fought so hard and paid so handsomely for are the first casualties.
We have matured immensely beyond the days of short-term commerce tactics like “add to cart” or “buy now.” Modern creative commerce is about far more than getting people to buy something; it’s about …