It is clear that the eCommerce world has undergone significant changes in recent years. From reduced investment, to rebalancing towards offline commerce, to the rising cost of customer acquisition, there are a number of trends and challenges that are reshaping the e-commerce landscape in 2024. In this article, we will explore the key factors that have complicated eCommerce this year, providing valuable insights for adapting to this ever-changing environment.
1. Reduced investment in digital projects
The reduction in investment in digital projects has been driven by international instability as a result of the war in Ukraine. Multimarkts can offer a cost-effective solution to maximise the return on advertising investment by enabling advertisers to reach their target audience efficiently and accurately, thereby optimising the use of available financial resources.
2. The focus on profitability and growth
The focus on profitability and growth has changed due to declining investment, leading to a greater bootstrapping philosophy and increased vigilance over the use of funds. Multimarkts can provide media and advertisers with a scalable and cost-effective platform to expand their online presence and increase their reach without compromising profitability by offering advanced targeting and analytics tools to optimise the performance of advertising campaigns.
3. A return to offline trade
A return to offline trade has been observed after the post-Covid period, with an increase in activity in physical shops. Multimarkts can help publishers and brands complement their omnichannel strategy, enabling them to connect with consumers, which improves the customer experience and increases conversion opportunities.
4. Growth is not uniform across sectors
Although e-commerce continues to grow, this growth is not uniform across all sectors, with some, such as tourism and leisure, driving much of the growth. Multimarkts can help publishers and brands diversify their advertising reach and reach targeted audiences in different sectors, allowing them to capitalise on growth opportunities in key areas of the digital economy.
5. Selling on Amazon
Selling on Amazon has become more attractive to businesses because of its reach and consumer trust, although margins must be considered. Multimarkts can complement the selling strategy on Amazon by allowing brands to promote their products on other websites and digital platforms, and media to monetise those spaces.
6. European marketplaces ecosystem faces challenges
The European marketplace ecosystem faces challenges, with local brands struggling to stay afloat in the face of Chinese competitors such as Shein and Miravia. Multimarkts can offer European brands a competitive advantage by providing access to a global network of publishers and partner websites, enabling them to extend their reach beyond national borders and compete successfully in the international marketplace.
7. The management of your online shops to external agencies
Companies are increasingly handing over the management of their online shops to external agencies, reflecting the difficulty of establishing and maintaining in-house teams. Multimarkts can offer an end-to-end solution for online advertising management, allowing brands to outsource their digital marketing activities and benefit from the expertise and experience of a dedicated programmatic advertising team.
8. Profitability
Many e-commerce projects are struggling to reach profitability and are closing down or merging with competitors. Multimarkts can help these brands maximise their return on advertising investment and improve their profitability by offering advanced tools and strategies to optimise the performance of their campaigns and achieve their business objectives.
9. The cost of customer acquisition
The cost of online customer acquisition is rising due to increased competition for online advertising. Multimarkts can help brands optimise their customer acquisition strategies and reduce their advertising costs by offering access to a diversified network of publishers and partner websites, enabling them to reach their target audience more efficiently and cost-effectively.
10. Back to the basics of marketing
The maturity of the digital sector is leading to a return to the fundamentals of marketing, where demand, brand equity and financial capability are critical to online success. Multimarkts can help brands strengthen their online presence and differentiate themselves from the competition by providing advanced tools and strategies to improve their visibility, increase their engagement with consumers and build a strong and enduring brand in the digital marketplace.
In short, programmatic advertising offers publishers the opportunity to maximise revenue, improve user experience and stay competitive in an ever-evolving digital marketplace. By integrating this methodology into their monetisation strategies, publishers can unlock the full potential of their ad inventory and stay relevant in an increasingly dynamic and competitive advertising environment. Multimarkts offers them a no-cost, hassle-free platform that will allow them to integrate a higher load of this type of advertising and achieve their goals.
