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Digital Marketing for E-Commerce

The app economy has inspired an ‘on-demand’ self-service culture among all kinds of consumers. The <keyword id="5948524" type="General" weightage="20" keywordseo="B2B-sector" source="Orion">B2B sector</keyword> is no exception and brands are responding to the changing customer demands through Direct-to-consumer models. The way brands connect and engage with their customers has changed significantly in the last two years. The digital-first era is transforming conventional buying patterns and behaviours. Customers across segments – whether it’s B2B or B2C – are expecting digital-first, personal and connected experiences as they consume products and services. As a part of this shift, digital commerce or e-commerce has been sweeping the B2B segment lately. According to a McKinsey report, nearly two-thirds of B2B companies across industry sectors now offer e-commerce capabilities. That is an extraordinary number for an industry which has preferred in-person sales so far. This was an inevitable change. But, something more interesting is happening to the B2B space – the emergence of the <keyword id="4055555" type="General" weightage="20" keywordseo="D2C" source="Orion">D2C</keyword> or direct-to-consumer model. What was once considered an exclusive domain for B2C brands is now helping B2B companies explore new possibilities. Key drivers The global pandemic was vital for the growth of the direct-to-customer approach in the B2B segment. It propelled a rapid shift to the digital way of working and compelled companies to launch apps &amp; services at lightning speed. This marked a stark change in what was perceived by buyers as “good enough”. B2B buyers are therefore taking on the habits of B2C buyers, which has shaken some legacy business models and thought processes. A study conducted by TrustRadius in 2021 found that millennials comprise 60% of today’s B2B technology buyers. This generational shift has already moved the needle for B2B e-commerce with a 200% growth in D2C purchases between 2019 and 2020 (source: Salesforce). Adobe CEO Shantanu Narayen emphasized, saying “making the digital economy personal” is a matter of greatest importance to businesses. Adoption of D2C models is helping businesses get this ‘experience’ part right, experts argue. Adoption of digital sales channels have helped brands enhance customer relationships, reach out to more customers and improve the overall competitive advantage. For the successful implementation of D2C models, brands must focus on three key areas Become data-driven: B2B brands understand the power of data in creating compelling D2C models. Throughout the digital buying cycle, data must be leveraged to create a compelling experience for corporate buyers. But brands are grappling with the challenge of fragmented data sets, legacy technologies and siloed approaches in this journey. Moreover, gaining customer insights become a challenge as B2B companies have historically preferred indirect sales channels which distanced them for end-users. The D2C space is highly competitive and brands must focus on data and customer insights for decision-making. B2C brands can learn a thing or two from their B2C counterparts on how to be data-driven. Predictive analytics, AI/ML and customer insights solutions can help brands understand customer behaviour, brand perception and create a 360 degree view of the buyers. Take it personal: Personalized experience has become a universal ask. Successful brands have excelled in gathering customer insights and transforming them into personalized interactions and service offerings. Buyers want real-time responses and digital experiences while brands must also focus on providing this at scale. Metaverse has already shown that the lines between physical and virtual words are blurring. The app economy has inspired an ‘on-demand’ self-service culture and B2B brands must prepare to cater to the growing customer demand through D2C models. Website personalization, short buying cycles, proactivity and the ability to provide a connected experience are a few things that brands must prioritize. Leverage Tech: From AI-powered live search to product recommendation engine to digital signatures, technology is the backbone of building a D2C strategy. Digital experience platforms are growing in popularity among brands that strive to provide a cohesive CX (customer experience). Experts recommend taking a ‘composable’ and software-driven approach while building an ecommerce platform and the underlying tech stack to be able to evolve as you move along. Increasingly, brands are embracing a tech-first, digital-native model of being. D2C strategies will help them pivot to the future more quickly. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="http://www.businessinsider.in/stock-market/news/lic-stocks-if-you-want-to-predict-this-stock-prices-look-how-the-stock-market-moves/articleshow/92040939.cms">If you want to predict LIC stock prices, look how the stock market moves</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="http://www.businessinsider.in/business/auto/news/tata-motors-bags-indias-biggest-ev-fleet-order-from-cab-company-blusmart/articleshow/92035478.cms">Tata Motors bags India’s biggest EV fleet order from cab company BluSmart</a>

The tech-driven shift to D2C in the B2B sector

<div class="KonaFilter image-container display-table"><div><div class="image on-image">August SparkAugust Spark partners Michael Cassidy and Stephen Wall.</div></div></div><ul class="summary-list"><li>Former CEO and chairman of ad-tech company Undertone Michael Cassidy is building a one-stop shop for direct-to-consumer brands navigating e-commerce.</li><li>His firm, BVAccel, just acquired the professional services practice of Weblinc, an e-commerce software company with clients including Urban Outfitters, Reformation, and Heineken.</li><li>Cassidy is trying to build a "mini-Accenture" for direct-to-consumer brands, with strategic, technical, and creative services, and the acquisition is meant to help clients connect online and offline commerce and grow internationally. </li><li>Visit <a href="https://www.businessinsider.com/?hprecirc-bullet">BusinessInsider.com</a> for more stories.</li></ul>Last year, ad-tech veteran Michael Cassidy launched his own <a href="https://www.businessinsider.com/former-undertone-exec-michael-cassidy-is-embarking-on-his-second-act-2018-8">family-office fund with a bet on e-commerce</a>. Now, he's going all in.The former CEO and chairman of the ad-tech company Undertone acquired the professional services practice of Weblinc, an e-commerce software company with clients including Urban Outfitter's Reformation and Heineken.The acquisition, whose terms were not disclosed, is meant to lend more technical capability to BVAccel, an e-commerce marketing agency that helps brands build their digital storefronts on Shopify and Amazon and which Cassidy bought last fall. It comes on the heels of BVAccel buying media agency Katana last week."The technical needs of direct-to-consumer brands are scaling infinitely," Cassidy told Business Insider. "The practice gets us closer to in-store tech and gives us a more robust technical footprint to redesign the next digital e-commerce experience."The non-acquired part of Weblinc will shift to focus on software and its Workarea Commerce Platform, a cloud-based enterprise commerce platform that's similar to Shopify Plus.<h2>August Spark is going all in on e-commerce</h2>Cassidy launched his fund August Spark last fall to build a portfolio of technology and marketing services companies. Since then he's narrowed in on e-commerce with BVAccel.Read More: <a href="https://www.businessinsider.com/former-undertone-exec-michael-cassidy-is-embarking-on-his-second-act-2018-8">The former CEO of ad-tech firm Undertone is starting his 2nd act with his own investment fund - and his first big bet is an e-commerce agency</a>The idea is to give direct-to-consumer brands all the services they need to sell online, including customer journey mapping, strategy, data, technology, and channel management. Cassidy compared his approach to what consulting firms such as Accenture Interactive, Deloitte Digital and IBM iX are trying to do in marketing. <h2>BVAccel wants to be the 'Accenture' for DTC brands and their needs</h2>"We are trying to build a 'mini-Accenture' for direct-to-consumer brands," he said. "We want to be top-of-mind for all the brands in the $10- to $200-million range that are not Ford or American Express and are trying to figure out e-commerce."BVAccel, which launched in 2013, has worked with including Red Bull, Rebecca Minkoff, and Chubbies. Since being acquired by August Spark, it has added clients including Native Co., Lifetime Brands, and Black Rifle Coffee and doubled in staff size to about 200, according to Cassidy.Lifetime Brands, for example, has a range of homeware goods brands in its portfolio, such as KitchenAid and Wallace. While some of these already have a digital e-commerce presence, others are just getting started. BVAccel helps these different brands individually depending on their needs and doesn't take a one size fits all approach, said Kevin Clisham, division president at Lifetime.BVAccel has clients that have a physical retail presence or plan to create one, said Cassidy. Weblinc's non-software business will let BVAccel help clients connect online and offline commerce and grow internationally."These new brands don't want to follow a legacy retail model or work with a number of disparate partners," he said. "They want the stores to have as much technology and innovation as their digital storefront in order to create an experience and build a brand." <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/doomsday-prepper-million-dollar-condo-converted-missile-silo-2019-3">Take a look inside a $3 million doomsday condo that can sustain 75 people for 5 years</a></h3> <div> </div> </div>

The former CEO of ad-tech company Undertone is building a 'mini Accenture' for direct-to-consumer brands, and just made another big acquisition

Welcome to our new E-Commerce Insider newsletter, a morning email with the top news and analysis on the e-commerce industry, produced by <a href="https://intelligence.businessinsider.com/">BI Intelligence</a>. 
Click <a href="http://e.businessinsider.com/join/ci/biiecommerceform">here</a> to sign up for E-Commerce Insights today, and <a href="http://e.businessinsider.com/join/ci/biiecommerceform">receive it every morning in your inbox</a>. 

U.S. E-COMMERCE SPENDING UP IN FEBRUARY: E-commerce revenue was up 10% in February over the same month last year, and transaction volume increased 12%. The data was released by e-commerce analytics firm Custora, which looked at e-commerce transactions from more than 100 U.S.-based retailers and 70 million consumers. For comparison, overall U.S. retail sales were up only 1.5% over last year, according to the U.S. Department of Commerce. Retailers that have an effective online sales strategy will benefit by riding the e-commerce trend. 
MOBILE COMMERCE GROWS TOO: Custora also released data showing mobile had increased its share of the e-commerce market from 14% in February 2012 to 19.5% in February 2013. More e-commerce transactions occur via tablets than phones, but only by a slight margin. As smartphone screens have increased in size, we suspect consumers are using their phones more like tablets these days - browsing online stores from the comfort of their home. (<a href="http://blog.custora.com/2014/03/us-e-commerce-february-update-up-and-to-the-right/">Custora</a>)
RESPONSIVE WEB DESIGN UNDERUTILIZED: Only nine of the top 100 online retailers use responsive Web design, according to a new report from The Search Agency's Mobile Experience Scorecard. Responsive design is a best practice in multi-screen web development because it automatically scales and formats a webpage based on the type of device a site is being viewed on. (<a href="http://info.thesearchagency.com/TheSearchAgencysMobileExperienceScorecardWeb-OnlyRetailers.html" target="_blank">The Search Agency</a>)
TMALL APPEALS AMONG INTERNATIONAL RETAILERS: Some of the world's largest retailers are signing up to sell their merchandise on Tmall, an Alibaba-owned property and one of the largest online marketplaces in China. In the last year alone, the National Football League, Apple, and baby-goods retailer Little Giraffe have set up their own stores on Tmall, with the hope of selling to Chinese consumers. European retail giant Asos said it will open a Tmall store next month, which will be a first for the retailer as it does not sell through any other online marketplace. Big brands like Tmall because they operate their own store on the site, giving them control over branding and merchandising. Tmall has a commanding 45% share of the online business-to-consumer retail market in China. (<a href="http://blogs.wsj.com/digits/2014/03/26/why-foreign-brands-use-alibabas-tmall/">Wall Street Journal</a>)
QUOTE OF THE DAY: Tmall "is so important in Chinese e-commerce that it's almost essential." - Shaun McCabe, international director for Asos, explaining why Tmall is the only online marketplace in the world that Asos sells through. 
ALIBABA COULD BE MAKING MORE MONEY OFF TMALL: Ahead of its planned initial public offering in the U.S., China-based e-commerce giant Alibaba has been valued as high as $150 billion. However, Alibaba could be worth significantly more, according to a new report from research firm YipitData. The firm argues that Alibaba's Tmall could potentially double its revenue by increasing the cut it takes off sales. Tmall lets large brands, such as Apple and Nike, sell their products through an online store they can operate on Tmall. The platform currently supports more than 90,000 stores, and Tmall makes money off of them by taking a commission ranging from 0.5% to 5% on sales. As Tmall captures a larger market share in fast-growing product categories it could hike up its commission fee, generating more money for Alibaba. (<a href="http://techcrunch.com/2014/03/25/alibaba-tmall-yipitdata/">TechCrunch</a>)
WELCOME, E-COMMERCE INSIDERS: This is our new newsletter covering all things e-commerce. Please email <a href="mailto:csmith@businessinsider.com">csmith@businessinsider.com</a> with news and tips. Click <a href="http://e.businessinsider.com/join/ci/biiecommerceform">here</a> to sign up for E-Commerce Insights today, and <a href="http://e.businessinsider.com/join/ci/biiecommerceform">receive it every morning in your inbox</a>. 
WAL-MART FILES LAWSUIT AGAINST VISA: In a massive new civil suit filed this week in federal court, retail giant Wal-Mart claims that Visa sets its interchange fees - the fees charged for processing payment cards - unreasonably high and in violation of federal antitrust laws. The suit follows a 2012 settlement between Visa and smaller retailers, which Wal-Mart declined to join, opting instead to pursue its own suit. (<a href="http://online.wsj.com/news/articles/SB10001424052702304688104579465690629247558?mg=reno64-wsj&amp;url=http%3A%2F%2Fonline.wsj.com%2Farticle%2FSB10001424052702304688104579465690629247558.html">Wall Street Journal</a>)
TACO BELL'S SOCIAL MEDIA CAMPAIGNS: Restaurant fast food chain Taco Bell was running ads on Instagram and Snapchat yesterday to promote the launch of its new breakfast menu, an interesting experiment to drive foot traffic through image-based social media. (<a href="http://www.adweek.com/news/technology/taco-bell-buys-its-first-instagram-ads-push-waffle-tacos-156582">AdWeek</a>)
IN CASE YOU MISSED IT - 'THE FUTURE OF RETAIL': Be sure to check out the new slideshow from BI Intelligence highlighting the retail categories where e-commerce is having the most impact, and where there is still opportunity for disruption. The shift away from physical retail toward digital retail is happening faster than many observers expected. The slideshow, full of charts featuring historical data and forward projections can be viewed, <a href="http://www.businessinsider.com/the-future-of-retail-2014-slide-deck-sai-2014-3">here</a>. Only subscribers can download download the individual charts and datasets in Excel, along with the PowerPoint and PDF versions. (<a href="https://intelligence.businessinsider.com/the-future-of-retail-2014-slide-deck-2014-3?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-DECK-2014-1&amp;utm_content=link&amp;utm_campaign=BIIMobile-">BI Intelligence</a>)
Here's what else BI Intelligence subscribers are reading …
<a href="https://intelligence.businessinsider.com/charts-current-and-former-twitter-users-want-a-more-relevant-streamlined-experience-2014-3">Twitter Users Want A More Relevant, Streamlined Experience</a>
<a href="https://intelligence.businessinsider.com/time-spent-watching-traditional-tv-is-flat-as-watching-on-non-tv-devices-ticks-up-2014-3">Time Spent Watching Traditional TV Is Flat, As Watching On Non-TV Devices Ticks Up</a>
<a href="https://intelligence.businessinsider.com/many-consumers-still-dont-see-the-value-of-tablets-2014-3">Many Consumers Still Don't See The Value Of Tablets</a>
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<a href="https://intelligence.businessinsider.com/for-retailers-special-offers-and-deals-drive-an-overwhelming-share-of-email-conversions-2014-3">For Retailers, Special Offers And Deals Drive An Overwhelming Share of Email Conversions</a>
<a href="https://intelligence.businessinsider.com/update-pebble-has-sold-400000-smart-watches-2014-3">UPDATE: Pebble Has Sold 400,000 Smart Watches</a>

US E-Commerce Logs Double-Digit Growth Over Last Year

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Tanya Dua/Business InsiderKellogg's Julie Bowerman speaks at Groceryshop.</div></div></div><ul class="summary-list"><li>Speaking at Groceryshop, Julie Bowerman, Kellogg Co.'s chief global digital consumer and customer experience officer, said traditional retailers and CPG brands lag on e-commerce due to their size, scale and legacy processes and cultures.</li><li>Bowerman advocated for CPG brands to instead combine the scale and structure of their legacy businesses and the speed, directness, and digital chops of digitally native brands.</li><li>The cereal giant has made strides in its e-commerce business by having an integrated digital team, adopting business metrics, and hiring right mix of talent, she said.</li><li>The approach is already yielding results, with Kellogg's brands getting strong ratings, acing search rankings and seeing double digit digital growth, she said.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</li></ul>LAS VEGAS - Traditional retailers and large CPG brands have been slow to adapt to e-commerce. Julie Bowerman, chief global digital consumer and customer experience officer at Kellogg Co., explained why this happens - and what they can do about it.Speaking at Groceryshop, a conference for CPG brands, grocers, mass retailers, and startups, Bowerman said that these traditional companies' scale and legacy structures and lack of leadership support impedes their growth.These companies also face short-term market pressures and typically don't hire pure digital experts, which holds back the e-commerce efforts they do make."The categories that we participate in are modest growth categories, so it's hard to have scale...to justify investment," Bowerman said. "So I call it 'checking the digital box because I did this, and I've worked for companies that did this,' where we just took brick-and-mortar and put it online. We would only invest in e-commerce based on scale... and that doesn't work. You have to invest ahead of scale."Bowerman, who had a long career at consumer packaged goods companies including Coca-Cola and Hain Celestial, said that traditional retailers and CPG companies need to combine the scale and structure of their legacy businesses and the speed, direct nature, and digital expertise of digitally native brands.Read More: <a href="https://www.businessinsider.com/analytics-startup-measured-is-helping-dtc-brands-with-incrementality-2019-7">Direct-to-consumer brands like Casper, FabFitFun, and Peloton are turning to scientific testing to find out which ads are a waste of money</a>"I believe that if you're a big brand, you need to sit in the middle," she said. "That's what we're doing at Kellogg's."<h2>Kellogg has set up an integrated digital team and established e-commerce business metrics </h2>At the cereal giant, Bowerman combined consumer marketing, shopper marketing, and customer management into one digital team. She also hired not only tech and digital talent from startups, but traditional <keyword id="6354851" type="UNKNOWN" weightage="60" keywordseo="retail">retail</keyword> experts.To ensure that its e-commerce ambitions have support from the top, Bowerman said she established business growth metrics that Kellogg's leaders would understand and care about, like accretive economics, or whether the company is making more money than it does offline; category leadership; brand health; and channel growth. These metrics have also been integrated into the company's P&amp;L and measurement routines, she said."We don't think about this [e-commerce] as just sales; we don't think about it just as brand marketing," she said. "The beauty of e-commerce is that it's a platform that drives both transaction and builds brands."To appeal to naysayers, she paints a picture for leaders of what the business could look in five years if Kellogg doesn't embrace e-commerce, she said. Bowerman also shared how she has done actual demos, like using Amazon <keyword id="46801" type="COMPANY" weightage="60" keywordseo="prime">Prime</keyword> to get Coca-Cola delivered during a meeting while she worked at the company. Bowerman said that she looks for employees who will break down barriers, work across disciplines and teams, and take ownership of different agendas. The approach is already yielding results, she said, pointing at strong online customer ratings for Kellogg's brands and industry awards it has won for customer satisfaction.Kellogg's brands are also acing search rankings, appearing as the top organic search result for when anyone looks for "cereal" and "chips/crisps," and doubling their digital growth rates globally. In the US, Canada and India, digital growth was up 37%, 145% and 49% year-over-year in the first quarter, Bowerman said.<a href="https://www.businessinsider.com/intelligence/payments-and-commerce-pro?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_subscription&amp;itm_content=ecommerce&amp;itm_campaign=payments-and-commerce-pro"></a> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/warnermedia-molly-battin-marketing-exec-on-the-future-industry-2019-9">WarnerMedia exec reveals how the company's marketing strategy has changed to keep up with the audience</a></h3> <div> </div> </div>

A top Kellogg exec reveals what traditional CPG companies get wrong about e-commerce - and provides a blueprint for how to approach it instead

<ul><li>Aims to bring the power of Digital business strategy, ecommerce, digital marketing and digital technology under one banner. </li><li>Leverages Industry experts as Consultants with an aim to create one of the first holistic destinations for all Digital business transformation, Strategy and Execution needs. </li><li>The origin of the word ‘Kurate’ comes from ‘Curate’, which signifies curating strategies and execution specific to business needs. </li></ul>The former Business Head of SonyLiv, Uday Sodhi, has launched a digital consulting firm called Kurate with four other industry leaders – <keyword id="8843651" type="UNKNOWN" weightage="20" keywordseo="kanwaleen-syali">Kanwaleen Syali</keyword>, <keyword id="1760768" type="PERSON" weightage="20" keywordseo="Atindriya-Bose">Atindriya Bose</keyword>, <keyword id="8843652" type="UNKNOWN" weightage="20" keywordseo="animesh-misra">Animesh Misra</keyword>, and <keyword id="7680126" type="UNKNOWN" weightage="20" keywordseo="Niraj-Hedaoo">Niraj Hedaoo</keyword>. According to a report published by P&amp;S Intelligence, the digital transformation market is estimated to value $24.5 billion in 2018, and is expected to grow at a CAGR of 74.7% during 2019-2024 to reach $710 Bn. With rapid advancement in digital technology, India is the second fastest digital adapter among 17 major digital economies, according to McKinsey. Kurate will focus on growing the Indian market by assisting companies in their digital transformation journey. Companies will now be able to reach out for contemporizing their business models, systems and processes and pre-empting ever changing user behaviour through the latest digital technology solutions. “<keyword id="8840950" type="COMPANY" weightage="20" keywordseo="kurate-digital-consulting">Kurate Digital Consulting</keyword> specialises on Digital Transformation by defining and creating digital strategies that help businesses redefine business models and processes in the Digital Era. As Consumers, Consumption and Commerce goes Digital, we will help our clients with Digital Strategies to Transform their companies to deliver to these new age consumers. A robust digital strategy lays out a definite plan of action for digital transformation, the success of which can be clearly measured,” said Uday Sodhi, Founding Partner of Kurate Digital Consulting. The Mumbai based company also announced that companies will now be able to undertake the digital transformation journey by integrating digital technology into all areas of a business to fundamentally change how they operate and deliver value to customers. While this might not be a priority for some, it is one of the strongest drivers of change. Companies need to adapt their business models to remain in business or they would simply perish. Kurate Digital Consulting will have offices in Mumbai and Gurgaon and will be accessible to all companies in India for strategic consultation and execution of digital transformation projects. The company has five founding members who are experts in different fields across Digital Businesses like Gaming, ecommerce, Digital Video / OTT, B2B Businesses, B2C Platforms, Consumer Marketing, Digital marketing, Brand, Communication, Media and Content. About the founders: Uday Sodhi has been at the helm of multiple leadership positions in the Indian Digital ecosystem for the last 20 years. Uday was the Business Head of SonyLiv - one of India’s Leading OTT platforms and part of Sony Pictures Networks India. He also led Digital Transformation teams and led businesses at Rediff.com, HeadHonchos, Net4India. Focusing on ecommerce, Online Media, SAAS Services, Online Classifieds, etc. Atindriya Bose He has leadership experience across diverse technology led consumer industries. He was the CEO of Trringo.com (part of Mahindra, Farm Equipment Sector), Country Manager with Sony PlayStation. He has had earlier stints with consumer-focused businesses with Rediff.com, UDV India and Philips India Ltd Animesh Misra Senior Business Leader who has led Acquisition. Corporate Marketing, Performance Marketing, Programmatic Sales &amp; Revenue across Asia. Launched the brand HOOQ, one of the largest Hollywood OTT services in India. Before HOOQ he was Head of Brand Marketing at DishTV and managed Pepsi foods, ESPN, Microsoft and Honda in his advertising stint Kanwaleen Syali She is a Senior Business and Marketing Professional. She has extensive experience in B2C ecommerce, Digital Space - Strategy, Marketing, Media, Alliances and Product Management. Held leadership positions at Ezeego1 (Cox &amp; Kings venture) Rediff.com and Trade Wings Niraj Hedaoo He is a seasoned eCommerce professional with 23 years’ experience. He has led businesses and teams in the Retail, Media &amp; eCommerce Led the e-Commerce teams at Rediff.com Has worked in other Digital Media businesses providing Strategic and GTM support “Over the last few months, we have observed that the rapidly changing business scenario is dependent on the dynamic nature of digital technology. We are very excited to announce that Kurate will now be one of the few players to come up with a one stop shop approach to address the transformation journey in its entirety through its team of experts,” said Atindriya Bose, Senior Partner.

Uday Sodhi, former SonyLiv Business Head launches digital consulting agency - Kurate

<ul><li>India has reportedly decided to not participate in the e-commerce discussions with the World Trade Organisation (WTO) scheduled to begin in March. </li><li>India is concerned about the proposed custom duties of electronic transmissions. </li><li>India’s own draft e-commerce policy that was released on Saturday could help strengthen the opposition against the WTO’s e-commerce rules.</li></ul>India won’t be participating in the World Trade Organization (WTO) talks on e-commerce next month because of concerns over unfair market access to foreign players. India also just came out with its own draft of the e-commerce policy on Saturday, but its main concern with WTO is the proposed custom duties on electronic transmissions. A commerce department official <a href="https://www.business-standard.com/article/economy-policy/india-refuses-to-join-e-commerce-talks-at-wto-says-rules-to-hurt-country-119022500014_1.html">told</a> Business Standard, “WTO rules come into effect for all 164 members and need to be ratified by each, but for the first time a major decision has been taken without complete consensus among member nations. We will not encourage a multilateral platform to run, based on the interests of a few nations. Our policy will deal with concerns such as cross-border data flow.” Most global e-commerce players haven’t been too subtle about the fact that India is a ‘strategic market’ for them. India claims the new rules put forth by the WTO could provide unfair market access to foreign companies, something they’ve been working hard to deter despite opening the Foreign Direct Investment (FDI) pipelines. Tax on tax The draft e-commerce policy that the Indian government put out on Saturday favours not imposing any customs duties on electronic transmissions — basically any type of digital trade — which is in contradiction to the WTO’s e-commerce policy. 
 
 
 
 
 <div type="ExtQuote" text="“With increasing digitisation, more and more products such as books, music, films, video games, etc. are being traded electronically. By agreeing to the permanent moratorium, countries with tariff schedules, which allow putting duties on these kinds of products, will give up these rights and lose revenues.”" auname="India’s draft e-commerce policy"></div>









 Even developed nations like the US have called for “non-discrimination in treatment of digital products” since it is “at the core of the digital trading system.” Other developed nations likes the Singapore and South Korea are also propagating that custom duties should not be imposed on the transaction of digital products. On the other hand, China is in favour of the deal, according to officials. They told Business Standard that Alibaba, the Chinese multinational conglomerate, has partnered with the WTO and the World Economic Forum (WEF) to create an Electronic World Trade Platform (eWTP). While data is at the heart of India’s new e-commerce, it can help India’s cause at the WTO by strengthening the opposition. See also: <a href="https://www.businessinsider.in/amazon-india-finds-way-around-new-e-commerce-rules-for-cloudtail-and-appario/articleshow/67831376.cms">Amazon may have found a way around India’s new e-commerce rules</a> <a href="https://www.businessinsider.in/e-commerce-wars-amazons-jeff-bezos-vs-mukesh-ambani-in-india/articleshow/67620116.cms">Amazon's newest challenger may be the richest man in Asia</a> <a href="https://www.businessinsider.in/amazon-walmart-owned-flipkart-set-back-by-new-e-commerce-rules-that-help-mukesh-ambanis-reliance-retail/articleshow/67751026.cms">Mukesh Ambani may be the surprise winner from India's new rules hurting Amazon and Walmart</a>

India decides to opt-out of WTO e-commerce talks over digital tax concerns: Report

<ul class="summary-list"><li>48% of retailers are planning a digital transformation in 2021 as a result of the pandemic, <keyword id="6376639" type="PERSON" weightage="60" keywordseo="bdo">BDO</keyword> said.</li><li>Their focus will be e-commerce, including social and mobile shopping.</li><li>44% of consumers say they will continue <keyword id="6357762" type="UNKNOWN" weightage="60" keywordseo="online-shopping">online shopping</keyword> post-pandemic, ESET data showed.</li></ul>Many retailers are planning a digital transformation in 2021, as the COVID-19 pandemic has pushed brick-and-mortar retailers to shift their focus to e-commerce, according to a <a href="https://www.bdo.com/BDO/media/CFO-Outlook-Survey/IND_2021-Retail-CFO-Survey_WEB.pdf">report from accounting firm BDO</a>. Retailers moved to e-commerce channels, on the web, social media, and mobile devices, "out of necessity" in 2020 <a href="https://www.businessinsider.com/retail-store-closures-could-hit-10000-in-2021-amid-coronavirus-2021-1">as stores shuttered </a>and people shopped online from home amid the spread of the deadly COVID-19 virus, said Natalie Kotlyar, national leader of BDO's <keyword id="6354851" type="UNKNOWN" weightage="100" keywordseo="retail">retail</keyword> and consumer products practice. Now, 70% of Americans are shopping more online than they did before the pandemic, according to <a href="https://www.eset.com/us/about/newsroom/press-releases/eset-survey-finds-70-of-americans-are-shopping-more-online-than-before-the-pandemic-yet-only-38-f/">data from ESET</a>, a global cybersecurity company.As customer <a href="https://www.businessinsider.com/jcpenney-bankruptcy-judge-predicts-retail-reits-struggle-2021-1?r=aw-sub">shopping habits are continuing to evolve,</a> investing in e-commerce is a necessary endeavor, Kotlyar said. "If retailers were procrastinating going into e-commerce for any reason, 2020 required retailers to enter into the e-commerce platform to succeed," she told Insider.Read more: <a href="https://www.businessinsider.com/e-commerce-companies-that-are-poised-to-boom-in-2021-2020-12?r=nd-sub">8 e-commerce companies that are poised to boom in 2021, according to industry experts</a>According to the report, which surveyed 100 retail CFOs, 48% said they are pursuing a digital transformation this year. "The crisis settled any lingering doubts that the future of retail is digital," the report stated. "COVID-19 <a href="https://www.businessinsider.com/amazon-top-grocery-story-in-america-2020-2021-1">accelerated the Amazon Effect,</a> and whether the pandemic ends tomorrow or in 2022, there is no going back. Now, the industry must rely on digital to keep the lights on."A record of 12,200 storefronts closed last year, according to <a href="https://fortune.com/2021/01/07/record-store-closings-bankruptcy-2020/?utm_source=morning_brew">Fortune</a>, which cited data from CoStar Group. <a href="https://www.businessinsider.com/macys-to-close-45-stores-in-2021-2021-1">Apparel stores took the biggest hit</a>, with JCPenney, Neiman Marcus, and J. Crew, among the <a href="https://www.businessinsider.com/retailers-filed-bankruptcy-liquidation-closing-stores-2020-2#true-religion-filed-for-chapter-11-bankruptcy-protection-on-april-13-it-had-previously-filed-for-bankruptcy-in-2017-but-emerged-from-proceedings-four-months-later-9">dozens of retailers</a> filing for bankruptcy or liquidation. More store closures are expected in the new year, according to CoreSight Research, which estimated 10,000 closures in 2021. Of those retailers surveyed by BDO, 64% said they plan to increase their e-commerce investments in the next six months, with 54% planning to boost their mobile channels in that same timeframe. Amid the continued economic downturn caused by the pandemic, companies are looking to secure outside capital, and about a third of them want to use the influx of cash to drive a turnaround strategy, according to the report. E-commerce, social commerce, and mobile commerce topped the list for where companies would allocate their increased investments.The data also showed that 43% want to reduce the variety of products they offer. Kotlyar said retailers need to focus on the 80/20 rule (in which 80% of sales come from 20% of the products) in selecting their inventory. "The retailers that truly understand their customer base will focus on what their customer wants," she said.Read more: <a href="https://www.businessinsider.com/vcs-interested-in-analytics-logistics-startups-ecommerce-2021-1?r=nd-sub">Top VCs say they want to fund startups that solve retailers' biggest problem - e-commerce logistics</a><a href="https://www.businessinsider.com/ecommerce-provided-major-boost-for-december-retail-sales-2021-1">Online shopping will continue</a> to be the norm post-pandemic. ESET data showed 44% of consumers expect to do more online shopping once the pandemic ends. "Our habits have changed," said Tony Anscombe, ESET's chief security evangelist. People like his elderly mom, he said, are likely never going to back to doing grocery shopping, except to perhaps get the perishables. And for busy parents who don't want to drag their kids around the store, online shopping has become the easier route.This doesn't mean brick-and-mortar will disappear, though. E-commerce and traditional stores "can play and interact very well" together, Kotlyar said. As for how many consumers will shop online versus come to the store once the pandemic ends, that may depend on the industry. For example, electronics may move more to e-commerce, while groceries are a mixed bag, she said. "An investment in e-commerce is going to improve the <keyword id="436047" type="COMPANY" weightage="60" keywordseo="Ecommerce">ecommerce</keyword> platform," Kotlyar said. "But it will also strengthen the relationship with e-commerce and <keyword id="762707" type="PERSON" weightage="60" keywordseo="Brick-and-mortar">brick and mortar</keyword>."

Half of retailers plan a digital makeover as e-commerce sales boom amid COVID-19 pandemic

New Delhi, May 5 () There is a "glaring" need to bridge the digital divide, both within and across countries, as the digital economy has played a key role during the current COVID-19 crisis, according to a report by the World Trade Organization (WTO). The report has argued that the experiences and lessons emerging from the COVID-19 crisis could be a further incentive for global cooperation in the area of e-commerce, which could help to facilitate cross-border movement of goods and services, narrow the digital divide, and level the playing field for small businesses. It said certain traditional obstacles have been accentuated and have continued to hamper greater participation in e-commerce activities by small producers, sellers and consumers in developing countries, particularly in least-developed countries (LDCs). "The pandemic has highlighted the glaring need to bridge the digital divide, both within and across countries, given the central role the digital economy has played during the crisis," it said. It also said that e-commerce for goods and services trade has been adversely impacted by the factors that have caused disruption in supply and demand overall and such disruptions have resulted in delivery delays or outright cancellation of orders. Several other e-commerce-related challenges have arisen or been further amplified during this pandemic such as increasing prices to unreasonably high levels, product safety concerns, deceptive practices, and cybersecurity concerns, the report said. It, however, said the enforcement of social distancing, lockdowns and other measures in response to the COVID-19 pandemic has led consumers to ramp up online shopping, social media use, internet telephony and teleconferencing, and streaming of videos and films. "This has resulted in spikes in business-to-consumers (B2C) sales and an increase in business-to-business (B2B) e-commerce. The increase in B2C sales is particularly evident in online sales of medical supplies, household essentials and food products," it added. It said that demand has also increased for internet and mobile data services. It added that the pandemic has made it clear that e-commerce can be an important tool or solution for consumers. "The global nature of COVID-19 and its impact on e-commerce may encourage strengthened international cooperation and the further development of policies for online purchases and supply...E-commerce can also support small businesses and, by making economies more competitive, be an economic driver for both domestic growth and international trade,"it added. The WTO work programme defines electronic commerce as the production, distribution, marketing, sale or delivery of goods and services by electronic means. With a fast growing e-commerce sector both in India and globally, the rich nations want specific guidelines on the sector at the WTO. RR HRS

Need to bridge digital divide as tech has played key role during COVID-19 crisis: WTO report

<ul class="summary-list"><li>E-commerce sales hit a record in 2020, signaling the potential for a trillion-dollar year in 2022.</li><li><keyword id="99699" type="CITY" weightage="60" keywordseo="Adobe">Adobe</keyword> data show online shopping will likely be between $850 billion to $930 billion in 2021.</li><li>The COVID-19 <keyword id="43587" type="ORGANIZATION" weightage="60" keywordseo="pandemic">pandemic</keyword> gave e-commerce an "extra boost."</li></ul><a href="https://www.businessinsider.com/ecommerce-helped-retail-2020-consumers-adopted-online-shopping-2021-2">E-commerce</a> will have its first trillion-dollar year of sales in 2022 as people continue to shift their spending habits online amid the COVID-19 pandemic, new data from Adobe projects.The pandemic gave <a href="https://www.businessinsider.com/target-closes-out-q4-2020-with-ecommerce-sales-boom-2021-3">e-commerce sales</a> an "extra boost" as consumers moved online to meet their daily needs, Adobe said in its report. In 2020, online consumer spending hit a record $813 billion, which was a 42% increase from 2019.For the current year, Adobe predicts online sales will be between $850 billion and $930 billion, paving the way for 2022 to become the first trillion-dollar year in e-commerce. Those sales are likely to come through smartphones, Adobe reported, estimating that the devices would account for more than half of e-commerce spend in 2022. Read more: <a href="https://www.businessinsider.com/vcs-interested-in-analytics-logistics-startups-ecommerce-2021-1">Top VCs say they want to fund startups that solve retailers' biggest problem - e-commerce logistics</a>Amid the COVID-19 pandemic, which struck the US about a year ago, consumers have <a href="https://markets.businessinsider.com/news/stocks/e-commerce-sales-rise-up-february-pandemic-mastercard-online-shopping-2021-3-1030169753">built an online shopping muscle</a> that's likely here to stay. Last week, a Mastercard executive said the pandemic forced e-commerce sales to accelerate by about two years. In the first two months of the new year alone, consumers spent $121 billion online, a 34% increase from the same time last year, before the pandemic struck. Buying groceries, <keyword id="836139" type="ENTERTAINMENT" weightage="60" keywordseo="home-improvement">home improvement</keyword> products, and <keyword id="470459" type="PERSON" weightage="60" keywordseo="sporting-goods">sporting goods</keyword> online has become especially popular, the data show. This year, retailers will likely continue to <a href="https://www.businessinsider.com/ecommerce-helped-retail-2020-consumers-adopted-online-shopping-2021-2">ramp up their digital offerings</a>, such as the ability to buy online and pickup in store, which became especially popular during the pandemic. Amid the shift, accounting firm BDO said about <a href="https://www.businessinsider.com/half-of-retailers-plan-digital-makeover-amid-e-commerce-boom-2021-1">half of retailers</a> are planning digital makeovers this year as the future of shopping turns to digital.

2022 is expected to be the first trillion-dollar year for online sales, largely thanks to the COVID-19 pandemic

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">Thomson Reuters</div></div></div>Target's sales are skyrocketing in a category that will determine the future of <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">retail</keyword>. On Wednesday, the retail chain reported digital sales increased 34% in the fourth quarter. For comparison, Walmart's digital sales <a href="http://seekingalpha.com/news/3133166-targets-e-commerce-growth-outpaces-wal-mart-amazon?uprof=53&amp;dr=1#email_link">only increased 8%</a> in the fourth quarter. Target even beat ecommerce giant Amazon, which grew net sales 26% last quarter. Ecommerce still only make up a small percentage of sales at most traditional retail chains - 5% in Target's fourth quarter. However, it plays a major role in growth. Two-thirds of Target's 1.9% increase in comparable sales was rooted in digital. "The blunt truth is that while stores remain a vital part of the retail mix, they are not quite as relevant as they used to be," Conlumino CEO Neil Saunders <a href="http://www.businessinsider.com/walmart-and-macys-closing-stores-2016-1">wrote in a research note</a> on Walmart's closure of 269 stores in late January.<div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://www.flickr.com/photos/djlicious/2058109566">djLicious/Flickr</a></div></div></div>As a result, retail chain are seriously investing in their ecommerce business. Last year, Walmart CFO Charles Holley <a href="http://www.businessinsider.com/walmart-is-making-major-changes-to-its-stores-2015-10">told analysts</a> the company planned to invest between $1.2 billion and $1.5 billion in ecommerce in 2015, and even more in 2016. Even if retail chains invest billions of dollars, they won't catch up with Amazon's volume of online sales any time soon. Amazon had a huge head start on traditional retailers. The ecommerce giant actually <a href="http://www.businessinsider.com/amazon-is-still-hurting-target-online-2015-12">powered Target's online business until 2011</a>, making it an uphill battle for Target to compete to its former partner and competitor on a level playing field. In an effort to play to their strengths, traditional retailers have emphasized the integration of online and in-store experiences. "Our segment operations are designed to enable guests to purchase products seamlessly in stores or through our digital sales channels," states Target's quarterly earnings report.<div class="KonaFilter image-container display-table"><div><div class="image on-image">Kate Taylor</div></div></div>On that count, Target has an opportunity to beat both Walmart and Amazon. The company has recently debuted a number of pop-up concept stores, such as "Target Wonderland," that utilize aspects of digital sales (such as swapping out carts for digital radio-frequency identification, or RFID, keys).These limited-time locations also emphasize experiences that customers can only find at brick-and-mortar stores, including on-site games, activities, and spectacles like a huge LEGO pirate ship. Disclosure: Jeff Bezos is an investor in Business Insider through hispersonal investment company Bezos Expeditions. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/surprising-millennial-brands-favorites-dell-mcdonalds-jcpenney-walmart-2015-8">The most surprising brands millennials love</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="gwb2l5djpf59vINJljM3hv2W96JkP2mP" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

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