What is a brand in the world of digital commerce?

Is it still as important as it once was? Or has the ease, speed, and convenience of online transacting watered down its impact? These are valid questions that keep brand marketers awake at night. In this report, we take a look at what's happening to brands in a world where the marketplaces, and not the brands, are increasingly defining and driving customer behaviour.

We consider 8 key areas in the world of eCommerce and branding, drawing on findings from our Future Shopper survey where we interviewed more than 15,000 online consumers across 8 international markets.

With 35% of all online sales in the UK, and 52% in the US going through Amazon, marketplaces are defining how our brands are seen and bought today.

Hugh Fletcher

Global Marketing Director, Wunderman Thompson Commerce

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