e commerce

In the coming year, e-commerce is going to be one of the biggest driving forces in how companies will be engaging with their consumers.

The strategies in e-commerce are going to be involved in different channels such as social media platforms, TV, and in-store experiences, which means companies will have to adapt and personalize their strategies.

That involves simplifying their marketing stack and consumer data, utilizing shoppable ads online, and finding new ways to accommodate digital consumers. 


As most companies noticed during the latest holiday season, most seasonal events are now starting to spread out over a longer period of time.

For example, Black Friday and Cyber Monday have turned into a Sales Month, and many companies have joined the trend. In the next year, consumer buying journeys are going to be even more personalized, and the companies that are on top of the latest trends and data points will get a competitive market edge.

When companies  utilize product discovery and personalization at the same time, they’ll be able to leverage  data from both types of sources.

Then, when combined with what consumers are looking for, companies will be able to personalize each experience and visit for all their customers, at every stage, and at every touch point of their buying journey. 

Simplified Stacks 

Since the future of e-commerce is going to be all about personalization, companies will have to simplify their data sources to improve the accuracy of their messaging and to generate a better return on investment (ROI).

Generally, companies that have achieved a high return on investment when it comes to personalization have had to make a big investment in different digital marketing stacks.

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However, those efforts have also meant that they have disparate data sources, as well as large amounts of data, which can decrease the effectiveness of personalized  consumer experiences.

That’s why companies will have to simplify their tech stacks and reduce the number of data sources they use in decision-making. 

Shoppable Ads 

Making more shoppable ads has been a project of brands that have been investing in real-time inventory visibility and consumer personalization.

These days, shoppable ads are playing a very big role in consumer spending habits, which have also collided with supply chain issues . However, there are plenty of benefits to shoppable ads for companies , as they’re able to provide businesses with plenty of valuable insights into what  consumers want for future campaigns.

Various channels, such as SMS or email, have been using personalized data points for a long time now, but those personalized elements are going to become a lot more integrated into shoppable ads in the future.

To achieve sales and growth, companies will be using all the tools that are available to them to make shoppable ads as relevant to the consumers as possible. 

Ronn Torossian is the CEO and Founder of 5W Public Relations. Torossian is also the author of leading PR Book ‘For Immediate Release’.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.