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Analysis: Here’s why e-commerce profits remain elusive for some brands

Retail companies have been forced to accelerate the development of their digital capabilities at a rate previously unimagined. Many now face the challenge of optimising and refining these capabilities, often in the face of investment shifting back to more traditional channels as shoppers return to pre-pandemic behaviours. The good news is that e-commerce is expected to continue to grow as a total share of retail sales. However, despite this, many face a challenge in making e-commerce profitable.

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