Key roles every product manufacturer needs to fill

e-Commerce has long been the fastest growing segment of the retail market. It represents a significant opportunity for the product manufacturers and brands equipped to deal with the digital channel effectively.

On the face of it, traditional retail and e-commerce may not seem that different – after all the end goal is the same, selling products to consumers for their own use, via an indirect channel. However, the processes of product discovery, pricing, merchandizing, promotion, and purchase are very different. As such, e-commerce requires skills and resources that differ from traditional brick-and- mortar channels.