The Evolution of E-Commerce Strategies

The landscape of e-commerce has undergone significant changes from 2013 onwards, impacting the strategies businesses employ. Initially, customer acquisition costs were lower, allowing brands to thrive primarily through platforms like Facebook, where they enjoyed high returns on ad spending. However, as costs have risen across platforms and competition has intensified, companies now face challenges in diversifying their marketing strategies to maintain profitability. This environment has led to the realization that being part of a multi-brand portfolio can enhance efficiency and competitiveness in the evolving market.