Promoted from ChannelAdvisor Clicking with consumers 2020 fast-tracked the digital plans of many brands; forcing businesses of all shapes and sizes to embark on rapid digital transformation journeys to weather the storm of the global pandemic. One year on, many consumers remain confined to the four walls of their homes under social restrictions and business models have been upended in ways we never could have predicted would happen so quickly. It’s changed the way we live, work and – perhaps - shop forever. The rapid growth of e-commerce has turned the world of retailing on its head. Shoppers are turning to their computer screens and smart devices in their homes, in their pocket or even on their wrist, to buy in a way that offers simplicity, convenience and speed. As a result, retail’s monumental shift throughout the pandemic has seen brands and retailers putting the customer front and centre of the shopping experience. And with the scale of rapid change over the past year, brands which once relied on traditional retail channels were faced with new challenges and limited selling potential, catapulting many into the world of direct-to-consumer (D2C).