Free Hand | january 2024

Sonia MAMIN | Under pressure, creative and demanding e-commerce


E-commerce is constantly evolving, adapting its form and practices to meet the changing needs of the world. It is a driving force in moments of crisis: it reinvents itself during a pandemic, rethinks its operations in the event of a geopolitical crisis, juggles between rapid growth and sudden slowdowns.

At the same time, the impact of the ecological transition is major and requires a transformation of models and greater transparency. Retailers must deal with environmental issues and adopt the right tools to remain innovative and competitive. Creativity is essential to stand out from the crowd and meet conflicting customer needs.

Ultimately, e-commerce is subject to constant pressure between rationality and creativity, which pushes it to improve. It is an inspiring and innovative market, its players have the responsibility to support it in its evolution.


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