Good morning: Breaking holiday ecommerce records was no surprise

Record-breaking ecommerce statistics for the 2021 holiday season were predictable.

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Good morning, Marketers, and no surprises on holiday ecommerce.

Did anyone not predict that ecommerce would break records in the 2021 holiday season? We’ve almost come to take it for granted that it will climb year after year. But it’s worth remembering that the latest stats, based on Adobe’s analyzing over 1 trillion visits to retail sites, emerged in the second year of a pandemic and in the face of a sweeping supply chain crisis.

What will ecommerce look like once goods are moving freely, people have more confidence in the economy and are more easily able to deliver gifts in person? There are many trends powering it, of course, such as the ever-increasing ease of completing transactions on mobile devices and the explosion of ecommerce.

In a world of uncertainty, it’s good to feel certain about something. (If the numbers fall in 2022, please forget you read this.)

Kim Davis,

Editorial Director


“‘Marketing is the TRUTH well told.’ David Oglivy’s perspective shared many years ago still holds up. Discovering, capturing and communicating this truth is job #1 for Marketing and CMOs. And yes, this mindset powers and contributes to demand, pipeline and revenue generation much more efficiently.” Scott Vaughan, Marketing Adviser

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About the author

Kim Davis
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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