E-commerce: The New Frontier of Retail

The e-commerce journey began with excitement over the development of an electronic commercial machine that would eliminate space challenges of physical retail. This kicked off a period where many retailers turned on an e-commerce site which never slept - always on and ready to transact. 

With a focus on transactions, some brands neglected the brand connection with customers and rather invested in driving traffic - focusing on the acquisition and retention of email addresses. 

This fascination with clicks and conversions has left a gap for brands that want to build relationships. Our e-commerce consulting digs deeper than simply selling – we look to captivate consumers through brand experiences and find ways to build relationships.

Whilst a challenge to navigate, the new consumer landscape of modern business has opened the door for opportunity. The shift in gear for e-commerce saw online sales grow by almost 30% globally in 2020 – while in South Africa, online retail jumped over 60% to R30-billion and stands at R42-billion for 2021. 

Rand Merchant Bank anticipates that e-commerce could be worth R225-billion in South Africa by 2025. 

Outlook Orange helps brands stay relevant by adopting strategies of exploration, diversification, and personalisation in their approach to brand relationship building and engagement across multiple channels.