As we look ahead to a future where the physical reality is intertwined with the digital world, multichannel strategies will start to be replaced by metachannel strategies that meet consumers where they are, and consumers are here for it. The shopper journey will evolve, becoming at once fragmented with brands needing to cover multiple touchpoints at a time, yet also seamless in how these touchpoints create the consumer's end-to-end experience of a brand from first interaction to the moment of purchase. 

In collaboration with The Future Laboratory, read as we explore in depths the key trends and behaviours that are set to impact the relationships between brands and their consumers, and offer insights into the opportunities on the horizon for ecommerce brands, including:

• Neo-collective consumerism
• Empathy schemes
• Metachannel immersion