Challenges and Strategies in Luxury E-Commerce

This chapter explores the transformation of the luxury e-commerce market, highlighting significant growth during the pandemic and the subsequent struggles faced by platforms like Farfetch and MyTheresa. It assesses the impact of economic factors and consumer behavior shifts on the market while detailing MyTheresa's unique approach and strategic plans to thrive amidst increasing competition. Ultimately, the chapter questions the sustainability of new ownership models in reviving the luxury online retail sector.