An analysis of more than 400 consumer products companies shows that e‑commerce leaders share several defining traits. They treat digital commerce as a core growth priority, invest heavily to build strong e‑commerce capabilities, and ensure close collaboration between e‑commerce and brand teams. Incumbent companies often struggle because their operating models are not designed to compete with faster, more agile players. Key challenges include unclear ownership, where accountability for e‑commerce growth is diffused, and gaps in expertise that require either new talent or partnerships. Winning companies address these issues to scale, innovate, and compete effectively in digital commerce.

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