When I built my first brand, I saw it as my creation, something I would have full control over. But it did not take me long to realize how wrong I was. But I wasn’t the only one making that mistake: either online or offline, many brands aim for maximum control over every customer interaction. However, this model is becoming increasingly outdated.
Historically, a brand’s network of stores, physical locations, and merchant websites was a relatively controlled environment where the company could carefully control the messaging, customer service, and experience. The first touchpoint a customer had with a brand was typically something directly controlled by the brand, like a website, a retail store, or an ad.
In 2025, the e-commerce journey is a lot more complex. The ever-increasing diversity of online sales channels, digital platforms, but also consumer behavior and new technologies completely changed these dynamics. This leaves brands with significantly less direct control over customer touchpoints, and a strong need to adapt their strategies.
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