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An article in Forbes notes that “we are at the end of the beginning of e-commerce”. Christmas 2014 was the time in which retailers came of age – digitally speaking. It is true that not every retailer could be proud of its omni-channel retailing in December, but the month was better than December 2013, when stories abounded of struggling express operators failing to fulfill demand.The article suggests, however, that there is still much work to be done and that much of the consumer packaged goods world is in “relative inertia”. Further away from the consumers, they still tend to rely on the traditional physical supply chain.

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