Digital Shift, a quarterly guide from Econsultancy, is intended to support strategic thinking. This quarter’s update is brought to you by dark stores, TikTok, Amazon robots and indoor drones, virtual influencers and synthetic media.

Focused tightly on digital technologies, marketing and ecommerce, Digital Shift delivers actionable insight on trends that will be significant in the short- to mid-term, and can be used to generate new ideas, improve business performance and stay ahead of the competition.

The latest instalment in this series, also available as a presentation and an on-demand webinar recording, covers:

  • The unstoppable rise of TikTok: The platform announced that over the summer months it passed the milestone of 1 billion active monthly users. With new innovations in ecommerce partnerships and ad formats, Shift poses the question: is TikTok becoming too big to ignore?
  • Amazon hardware and ‘phygital’: Amazon is continuing to explore ways of integrating digital technology in physical environments, including smart fridges, flying home security drones and a potentially game-changing move for ‘T-commerce’.
  • Shifting retail dynamics: Alibaba’s Freshippo supermarkets are a prime example of ‘new retail’ and the integration of digital capability into the omnichannel experience. With changes and challenges afoot in sustainability, profit and media dynamics and ‘Q-commerce’, what else is in store for the rapidly evolving retail sector?
  • Synthetic media: With the advent of this ‘third evolutionary stage’ of media and the rise of virtual streamers and influencers, how can brands unleash the potential of synthetic media in their own marketing strategies?