Black Friday through Christmas serves as a gantlet for retailers to run, a period that tests their ability to capture growing e-commerce sales.
That increasingly depends on meeting shopper expectations for fulfillment, being transparent about holiday shipping and transacting on mobile, according to L2. “To compete against the leading players in digital retail, [direct-to-consumer] brands must provide a series of baseline and advanced omnichannel features and functionalities, including real-time inventory on product pages and expedited shippings, in time for the holidays, all while communicating offerings,” according to the report.
