The future of commerce is here. Are you ready?

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Covid-19 has catapulted us into the future. In 2020, global e-commerce sales growth surged three years in the first three months of stay-at-home mandates, with a portion of overall retail sales matching predictions for 2023.

More money was spent online in the US alone during April and May than the last 12 Cyber ​​Mondays combined.

Huge shifts in consumer behaviour have left many businesses, often working on outdated systems and processes, facing new challenges as they try to capture increased demand.

In this dynamic market, managing end-to-end commerce is no longer a nice-to-have. It’s essential. Just as “digital strategy” went from the last slide of a pitch deck 10 years ago to the foundation of everything we do today, commerce must now become a core competency for every business.

At Publicis Commerce, we’re guiding our clients through the digital acceleration needed to navigate these unpredictable times, seize new opportunities, and be ready for what’s next. Here are some of the steps we’re taking to implement winning commerce strategies for the future.


3 illustrations represent the steps to improving commerce strategies: Assess maturity and set goals. Break down silos and share data. Optimize on a look. Assess maturity and set measurable goals

For companies looking to increase investment hospital mailing address list in end-to-end commerce management, we recommend starting with an honest audit of your capabilities. A commerce maturity assessment—of your organizational structure, operations, category, momentum, and more—starts an informed conversation, establishes where the organization stands, and clearly maps out the tools and processes needed to reach the next level.

An executive sponsor, such as the chief digital officer, can help champion this process, driving a credible agenda and influencing the necessary change at all levels of the business.

A business maturity assessment can particularly help establish a shared scoreboard, with common goals and consistent measurement. For many clients, their assessments inform media budget models and key bi-annual media decisions, which then inform day-to-day implementation and optimization.

When COVID-19 hit, one of our CPG clients, spanning multiple regions and categories, was able to quickly identify a specific action each of their brands could take in local markets to continue optimizing sales. A unified measurement platform and quarterly tracking has enabled client and agency teams around the world to maintain a holistic view of progress, regardless of unique and fluctuating market dynamics.


Silos eventually carry over into the agency structure, which can lead to a disjointed client narrative.


Break down silos and share data

Client organizations are often built in silos and make decisions as separate entities, despite engaging the same audiences. These silos eventually carry over into the agency structure, which can lead to a disjointed client narrative.

Remember that while our goal is to drive sales, it’s also about making the buying process simple and consistent across multiple brand interactions.

In our experience, agency teams that inform as one, ideate as one, and feel as one, deliver more seamless brand experiences. At Publicis Commerce, we bring people from different functions across our agency into one “room” to leverage their expertise and align on KPIs.

Since everyone sees data from different parts of the business, this synchronization helps us bring the pieces together and extract valuable insights, whether from digital media, offline sales, or on-site analytics.

At each insight and ideation session, a commerce expert, familiar with a client’s sales data and analytics, is present. They help challenge our partners to think about the specific business outcomes that can be generated, regardless of the type of campaign.

Since commerce tools are now available on social media and through integrated technologies, these specialists can report on each summary with channel-specific metrics and mechanisms.