Unlocking sustainable e-commerce growth: The role of owned channels

Cian Agnew
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Cian Agnew: Wunderkind, UK

Journal of Digital & Social Media Marketing, 2023, vol. 11, issue 2, 115-127

Abstract: As consumers increasingly shift their purchasing habits online, brands are faced with the challenge of tapping into sustainable growth opportunities, while standing out in an increasingly crowded environment. Third-party platforms have been integral to e-commerce success, but as we head towards a cookie-free future, harnessing owned channels is going to become a retail essential. Brands will need to work smarter to reach customers new and old, keep buyers loyal, and shine a spotlight on everything that makes them unique. The paper discusses how owned channels give retailers control over customer interactions, brand experiences and data collection, empowering companies to build lasting relationships with their customers and establish a strong foundation for sustainable, long-term growth. The paper will also demonstrate how businesses can leverage owned channels to unlock new revenue streams, enhance customer loyalty and attain a competitive edge. The paper delves into the crucial role owned channels can play in driving sustainable e-commerce growth, explores the benefits they offer and the hurdles they can help brands overcome, as well as the strategies brands can employ to maximise their potential. Want to address the issue of abandoned digital shopping baskets? Interested in learning about the value of personalisation? Curious about the underutilised power of SMS? Read on. This paper will help businesses understand the importance of their owned channels in order to make informed decisions to optimise their digital presence, nurture customer relationships and achieve success in the short and long term.

Keywords: digital marketing; e-commerce; retail; owned channels; e-mail marketing; first-party data (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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