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Agenda-setting intelligence, analysis and advice for the global fashion community.

What Happens When the E-Commerce Boom Ends

Online sales growth is returning to its slower, pre-pandemic trajectory. As shoppers head back into stores, new expectations around service are setting the stage for the next chapter of retail.
E-commerce growth has slowed since a peak in the second quarter of 2020.
E-commerce growth has slowed since a peak in the second quarter of 2020. (Shutterstock)

For the jewellery brand Catbird, like virtually every other fashion company, e-commerce was a lifeline during the pandemic. In 2021, 80 percent of the company’s sales were online, with the rest coming from two stores in New York.

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Further Reading

The Myths and Realities of Retail’s New Normal

As the Omicron variant sweeps across the world, retailers are reckoning with an inescapable reality: Covid-19 is here to stay. BoF outlines the fundamental facts that should inform the industry’s next moves.

The Future of Online Shopping

From dramatically redesigned websites and shoppable content to two-hour delivery, BoF outlines the services that will define the next era of e-commerce.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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