With More Consumers Shopping Online During COVID-19, How Do Marketers Keep Them There?

Convenience and reliability of ordering on Amazon has “shaped our thinking around e-commerce,” says Wayfair product development head Matt Phillips. But marketers walk a fine line between personalization and “creepiness” to keep shoppers coming back for more.

• Source: Alamy

A massive shift of dietary supplement and other consumer health product sales from stores to online which was expected has been accelerated by three to five years by the COVID-19 pandemic, says Wayfair Inc. product development head Matt Phillips.

One reason is the convenience and reliability of ordering on Amazon.com has “shaped our thinking around e-commerce,” Phillips said during...

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