There is no growth without pain, and online retail activity has been growing at an exponential rate.

U.S. online retail sales as a percentage of total retail grew 10 points from 5.6% to 16% between 2009 and 2019. As of April 2020, this figure grew to 27% — an 11-point increase in a fraction of the time.

As ecommerce explodes, brands are increasing their advertising efforts without realizing the potential negative impact of a siloed ecommerce operation.

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