2024 in Review: eCommerce and Marketing
)
Omnicom + Interpublic: A New Era in Advertising Powerhouses
Two giants joined forces as Omnicom acquired Interpublic in a staggering $13 billion all-share deal. The merger creates the largest advertising agency globally, with an eye on harnessing AI to redefine creative outcomes. The combined $25.6 billion revenue powerhouse promises unparalleled innovation, setting a new benchmark for competition in the marketing services space.
EU Puts the Brakes on Asian Retail Giants
The European Union is cracking down on platforms like Temu and Shein, introducing a revenue tax and per-item handling fees. The move aims to level the playing field for European retailers by curbing the competitive advantage of low-cost imports that bypass customs regulations.
Jaguar's Bold Rebrand: A Drive Toward Modernity
Jaguar embraced a daring new identity with its "create exuberant" and "break moulds" campaign. Featuring mesmerising models and a reimagined luxury appeal, the brand is steering into uncharted territory ahead of its all-electric lineup. Though met with some criticism, Jaguar stands firm in its commitment to reinvention for a new generation.
Health & Beauty: A Beacon of Growth in eCommerce
Amidst a challenging year for eCommerce, the health and beauty sector has emerged as a standout performer. While overall online revenue and site traffic have stagnated, health and beauty retailers have consistently reported buoyant sales.
Notably, the fragrance sub-category has experienced the most significant growth, with average basket values around £40 and individual items often exceeding £60. This trend suggests that consumers continue to invest in premium beauty products despite broader economic uncertainties (IMRG).
Walmart and Costco: eCommerce Pioneers on the Rise
Retail giants Walmart and Costco are flexing their eCommerce muscles, reporting impressive growth. Walmart's stock soared 82%, while Costco saw a 50% jump, driven by their strategic adoption of digital platforms and tech innovation. By integrating physical store capabilities with robust online fulfillment, they’ve shown how traditional retailers can thrive in a digital-first era (Investors.com).
Marketing Budgets Reach Decade-High Levels
In the second quarter of 2024, marketing budgets saw their most significant increase in a decade, with a net balance of 15.9% of companies reporting budget expansions. This surge reflects a "brightening economy" and declining inflation, encouraging brands to invest more in their marketing efforts. Notably, main media budgets, encompassing video, audio, published brands, and out-of-home advertising, returned to growth, marking the most optimistic figures since the third quarter of 2023 (IPA Bellwether Report).
Encore's AI-Powered Revolution for Thrifters
Enter Encore, the AI-driven search engine redefining secondhand shopping. With the explosion of secondhand fashion, this innovative tool lets users perform hyper-specific searches across resale platforms, merging the nostalgia of thrifting with cutting-edge technology. With 50,000 monthly searches, Encore is empowering consumers to shop sustainably and smartly.
Bluesky Gains Momentum with New Users
The "rebel" social media platform Bluesky, positioned as an alternative to Elon Musk's X, is experiencing remarkable growth. Recent data from Similarweb shows a 500% surge in U.S. usage and a 350% increase in daily active users in the U.K., with a significant spike in activity following the U.S. elections.
Despite this impressive growth, Bluesky's audience remains much smaller compared to X, making it a platform to watch rather than an essential addition to your social media strategy —at least, for now.
The Big Picture
2024 has been a year of disruption, reinvention, and opportunity. Whether in eCommerce or marketing, the focus is clear: adaptability and innovation are the keys to thriving in a fast-changing landscape.
Latest News
-
Camilla Mackay-Wilson, Head of E-Commerce, Retail at Soho House, shares her career journey and insights into the world of eCommerce. She discusses her path from Marks & Spencer to leading digital stra ...
-
The 2025 eCommerce Awards are now open for entries, and the search for the industry's best is officially on.
-
Martina Guizzardi, Global Senior CRM & Loyalty Lead at Oner Active, shares key career lessons, consumer insights, and strategies for building lasting customer relationships.
-
eCommerce Expo is delighted to introduce our newly formed 2025 Advisory Board – an impressive assembly of eCommerce visionaries poised to transform the event landscape.
-
Have we got our eCommerce back?
25 Feb 2025 Andy Mulcahy, Strategy and Insight Director, IMRGAfter years of decline, eCommerce is showing signs of recovery. What’s driving this shift, and is the industry finally bouncing back? -
How Did eCommerce do in 2024?
27 Jan 2025 Andy Mulcahy, Strategy and Insight Director, IMRGAndy Mulcahy, Strategy and Insight Director at IMRG, reflects on the challenges and growth patterns of eCommerce in 2024, highlighting sector winners, market shifts, and what lies ahead for online ret ... -
Introducing Growth Summit 2025 – The Premier Invite-Only Event for Senior Retail Leaders
27 Jan 2025We are delighted to announce the launch of Growth Summit 2025, an exclusive, invite-only event taking place on 24th September 2025 at ExCeL London, brought to you by eCommerce Expo and IMRG. Designed ... -
Discover how Frankie Thorogood built and scaled multi-million-pound eCommerce brands, navigated challenges, and learned invaluable lessons in entrepreneurship. From risk-taking to resilience, get insi ...
-
2024 in Review: eCommerce and Marketing
18 Dec 2024The ever-evolving world of eCommerce and marketing has seen transformative shifts this year. Here's what stood out in 2024.... -
So, Black Friday – Was It Any Good?
12 Dec 2024 Andy Mulcahy, Strategy and Insight Director, IMRGBlack Friday 2024 showed positive revenue growth, marking the first uplift since 2020, but traffic remained subdued, dampening the overall success. Year-on-year comparisons were skewed due to the timi ... -
Black Friday 2024: A Test of Nerve
25 Nov 2024 Andy Mulcahy, Strategy and Insight Director, IMRGRetailers are gearing up for the biggest sales event of the year, but with shifting dates and unpredictable shopping habits, it’s a rollercoaster ride. Andy Mulcahy, Strategy and Insight Director at I ... -
November 2024 in Marketing and eCommerce
25 Nov 2024 Lily Tokmantseva, Head of Marketing & Content - eCommerce Expo, Technology for Marketing and IMRGBite-size updates on what happened in marketing and eCommerce this month, to keep you ahead of the curve and inform your campaigns. -
How to Grow Your Small Business on TikTok and Instagram with Ramona Gohil, Founder of Rani & Co
25 Nov 2024 Laura Dazon, Senior Content Marketing Executive at CloserStill MediaIn this exclusive interview, we sit down with Ramona Gohil, founder of the feminist jewellery brand Rani & Co. From humble beginnings to TikTok-fuelled success, Ramona shares her journey, insights int ... -
Whisper It…but eCommerce Might Just Be Back
30 Oct 2024 Andy Mulcahy, Strategy and Insight Director, IMRGECommerce has been in the doldrums for a few years now, with negative revenue growth, lower conversion and dips in site traffic becoming an accepted part of market conditions; that has been the post-p ... -
Zaria Parvez: Senior Global Social Media Manager at Duolingo – Creativity, Community, and Social Media Strategy
11 Sep 2024 Laura DazonMeet Zaria Parvez, the mastermind behind Duolingo's viral social media success, who grew their TikTok from 50K to over 11M followers. Discover how she transformed Duolingo into a social-first brand, c ... -
Is The Future of eCommerce Looking a Bit Brighter?
10 Sep 2024 Andy Mulcahy, Strategy and Insight Director, IMRGIf you are a regular reader of this column, you’ve probably gotten used to the updates often containing news that don’t paint a great picture of eCommerce performance. But I’m just the messenger! I ca ... -
Meet Adam Ull, Global Product Information Lead at H&M, who is transforming commerce by using data and AI to enhance customer experiences across digital channels. He discusses building agile systems an ...
-
In the ever-evolving world of eCommerce, UK merchants must adopt strategic approaches to ensure sustainable growth both at home and abroad. In our recent webinar featuring Emily McMorran, CX Lead at w ...
-
5 Top Tips for Speaking at eCommerce Expo & Technology for Marketing
21 Aug 2024 Alyssia Smith, Senior Content Manager at CloserStill MediaSome essential tips to help you deliver an impactful presentation with Alyssia Smith, Senior Content Manager at eCommerce Expo and Technology for Marketing -
A new source of information for businesses wanting to expand and increase their customer base.
-
Health & Beauty: A Bright Spot For eCommerce
30 Jul 2024 Andy Mulcahy, Strategy and Insight Director, IMRGWhat a miserable year it’s proving to be for eCommerce. Revenue has performed well below expectation, site traffic overall has seen barely any growth in 2024 so far and conversion remains suppressed. ... -
LeMieux's Head of eCommerce On International Expansion Strategies
28 Jul 2024 Laura DazonShaun Loughlin, Head of eCommerce at LeMieux, shares his 20-year journey in retail and eCommerce, emphasising international expansion strategies. -
Building Strong Partnerships Between Retailers and Marketplaces for Excellent Customer Service
27 Jul 2024Discover how Deliveroo enhances grocery delivery by partnering with retailers, offering logistics, and advanced tech integration, ensuring fast and reliable customer service. -
Is Discounting Usage Intensifying in eCommerce?
26 Jun 2024 Andy Mulcahy, Strategy and Insight Director, IMRGExplore how increasing discount usage in eCommerce is impacting revenue growth in 2024. Discover the trends, challenges, and strategies retailers are employing to navigate tough trading conditions. -
How Big Bus Tours and Oban International Embraced Search Tech To Bounce Back Bigger and Better
26 Jun 2024Big Bus Tours transformed its digital marketing amid COVID-19, leveraging local insights and tech innovations. The result? Increased revenue, higher click-through rates, and record-breaking digital pe ... -
2024 eCommerce Awards – Finalists Announced
26 Jun 2024We are thrilled to reveal the initial category finalists for the 2024 eCommerce Awards. -
Your Month in eCommerce and Marketing
26 Jun 2024 Lily Tokmantseva, Head of Marketing & Content - eCommerce Expo & Technology for MarketingBite-size updates on what happened in marketing and eCommerce this month, to keep you ahead of the curve and inform your campaigns. -
Meet SJ, AllSaint's Global Leader in CX, Fraud & D2C, as she tells you more about implementing AI at a major British fashion retailer, as well as strategies for payment security and fraud prevention
-
UK eCommerce in 2024: Struggles, Bright Spots, and Hopes for Recovery
29 May 2024 Andy Mulcahy, Strategy and Insight Director, IMRGThe UK eCommerce market has underperformed in 2024, with actual revenue growth consistently below forecasts, though some sectors like health & beauty show resilience and potential for improvement. -
Insights on the transformative impact of generative Artificial Intelligence in eCommerce from daily applications to long-term implications.