E-Commerce Growth Strategy

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Channel marketing

Your journey will start on a single channel

While most retailers start out as single-channel operators, as you begin to scale, channel expansion is something that needs to be on your roadmap. In fact, a brand should need a very good reason not to sell across multiple channels – utilizing multiple channels should be the default development strategy for an e-commerce brand. As the brand-building geniuses at 2PM, industry leaders at the intersection of commerce and media, say, it’s extremely expensive for a brand to remain single-channel, as a pure-play direct-to-consumer operation – and a much rarer scenario than many marketers new to the scene would think (Smith et al, 2022).

There are many reasons why an e-commerce brand ...