Ecommerce is evolving at speed. Historically, businesses sold their products via traditional brick-and-mortar stores and then transitioned to a single, online, direct-to-consumer website. But in 2025, businesses are expected to sell their products or services across a plethora of channels and meet their consumers where they spend most of their time online. 

Many ecommerce businesses now have a presence across four or more online channels. These could include a D2C store, online marketplace, social media platform, third-party reseller and mobile app. This creates a challenge in identifying lucrative new channels and then responding at speed to establish a frictionless and quality consumer experience.