It’s no secret that Covid-19 has ushered in a historic boom in online sales. As the holidays approach, the industry has said goodbye to Black Friday and is predicting a full-on Black November. Record sales are forecast for the entire month and beyond.
Rushing to capitalize on all that consumer enthusiasm is to be expected, but brands wading into the roiling waters of e-commerce for the first time should think about the long-term implications before jumping in. After all, e-commerce decisions made in haste could prove costly for the future.
