In normal years, January and February is the time to review the just-completed holiday sales and look for ways to improve. But not much is normal about the last three months. Instead, look ahead.
Covid-19 has changed the world. It will never entirely go back to the way it was. More people will work from home, order online, stay local, and travel less. These are opportunities for ecommerce companies.
The internet enables global reach — a huge potential customer base. But that huge potential has enticed many competitors. A growing number of online merchants compete for the same customers. Often the only difference is price, which creates the dual problem of rising marketing costs and lower profits.