Why is eCommerce a growing revenue stream for publishers?

New-age digital technologies and digital marketing activities have become critical for enabling market competitiveness and survival. Digitally enabled eCommerce is gradually emerging as the platform of choice for shopping for consumers and reaching targeted customers by business owners. The COVID 19 pandemic has given a major impetus to eCommerce. Nations worldwide introduced stringent lockdowns to contain the virus which affected human movement and activity. Even the not-too-tech-savvy people were forced to upskill and take to eCommerce to make their purchases. Needless to say, the eCommerce market has witnessed exponential growth driven by the pandemic, and the increasing number of people voluntarily adopting online shopping for the convenience it provides through 24X7 shopping anytime and anywhere. Market research shows that retail eCommerce sales in 2021 amounted to about $4.9 trillion worldwide and is further predicted to grow by 50 percent over the next four years to reach about $7.4 trillion by 2025.

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