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The Future of Ecommerce Demands a Better Understanding of Online Consumer Journeys

Global ecommerce rose from 15% of total retail sales in 2019 to 21% in 2021. It now sits at an estimated 22% of all sales, according to a 2022 Morgan Stanley global ecommerce forecast report, which notes that “Over the long term, the ecommerce market has plenty of room to grow and could increase from $3.3 trillion today to $5.4 trillion in 2026.”

Yet despite that rosy forecast, some brand marketers are asking themselves if the immense growth over the last couple of years was only due to a once-in-a-lifetime global pandemic.

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