Consumer electronics brands are looking to increase their direct-to-consumer selling in 2023. In addition, they are looking to broaden their use of social channels to include Instagram Checkout and TikTok in equivalent volumes to Amazon, new research shows. “Consumer electronics brands need to be selling where their consumers are buying, and with so many options, a multi-channel strategy is inevitable,” says Vladi Shlesman, Managing Director, EMEA at ChannelAdvisor, a CommerceHub company. “However this can bring complexity and challenges with consistency, both in terms of product information and brand experience. It’s also more important than ever for brands to think carefully about their channel strategy to ensure that they focus on channels that are profitable.
“Brands embracing direct-to-consumer channels is not a new phenomenon, but the expertise to achieve a seamless experience is often underestimated. Businesses should look to partner with industry experts and leading technology to get their offering right and ensure consistency across platforms.”
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