For retailers, e-commerce is a bit of a puzzle at the moment. Online shopping trends are expected to stay strong this year, so companies can’t afford to curtail their e-commerce budgets, but at the same time, e-commerce is more fragmented than ever before. There is a seemingly endless number of avenues to exploit — from social media companies like TikTok launching shopping, to established marketplaces, live shopping, and owned channels — and search as a channel is fading as SEO algorithms and the massive influx of content makes it hard to find what you’re looking for.
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