Retail still treats e-commerce like a side project. That’s the wrong decade, argues Kristina Murray, Head of Retail at NoA Ignite. In her opinion piece in the Swedish magazine “Market”, Kristina calls out the short-sightedness of treating digital investments with less care than physical flagships.
The comparison is striking: no retailer would rush into a prime store without checking location, design, or customer flow. Yet that’s often how companies approach digital — with thin briefs, tight timelines, and little brand vision.
The reality is clear. Most business now happens online. To survive and thrive, companies must treat their digital presence as the flagship. That means real investment, leadership focus, and experiences that can evolve with shifting customer behavior. The winners will be those who align priorities with reality, turning digital into their strongest brand stage. The rest risk digital decline.
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