https://www.entrepreneur.com/article/368092

The past year has brought a seismic shift to digital commerce. The pace of change has put many consumer brands in reactive mode, ensuring they are set up and advertising across all platforms.

However, approaching each platform individually — and without understanding their nuances — is a grave mistake. A cross-platform strategy is critical to sustainable ecommerce success, and there are several strategies to get there. As these retailers compete aggressively to grab the ecommerce consumer and share of wallet, brand manufacturers are often left in the dust. If brands are feeling lost on the nuances of these ecommerce platforms, they’re not alone.