Forget the FOMO, e-commerce isnt an all or nothing challenge for brands [Video]

Havas Market’s Alex Walker reflects on whether social media is really winning the e-commerce battle.

In 1897, Mark Twain was said to have read his own obituary and then remarked, “The reports of my death are greatly exaggerated.”

For anyone who, like me, is a long-in-the-tooth e-commerce practitioner, you may feel empathy with Mark Twain as you read what the pundits say about the current online retail landscape and its supposed demise following the introduction of shinier, new platforms and the rise of social commerce.

Analysts have been quick to question whether the Chinese digital juggernauts, such as the Temu marketplace or the TikTok social media platform, will displace Amazon, Google, and the current e-commerce ecosystem. All this against a backdrop of generative AI and current challenges for direct-to-consumer retail, the doom-mongers are quick to signal that a new era has arrived for the digital realm.

Over the past 20 …

Tags Advertising, Branding, Social Media Strategy, Social Media Tips