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Creating your own marketplace: A project to be taken seriously

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By Limonetik

Marketplaces were born out of the so-called platform economy. This new form of commerce first appeared about twenty years ago, just after the explosion of the Internet.

Having witnessed the success of Amazon, Uber, Airbnb and Deliveroo, many businesses now want to create their own marketplace equipped with an efficient and global payment platform – a tempting but expensive business model, difficult to set up and risky.

Limonetik shares with you why Brands do not have to underestimate the complexity of what should be considered a full-fledged business project.

Read “Creating your own marketplace: a project to be taken seriously!” by Limonetik

UK consumers set to stick to online stores post-lockdown

960 640 Stuart O'Brien

Lockdown has led to the UK becoming a nation of online shoppers – with millions planning to continue their digital spending spree despite restrictions being lifted.

A study of 2,000 adults found 61 per cent shopped online more than usual during lockdown, with a staggering nine in 10 planning to shop as much online, if not more from now on.

Groceries, and home and garden products were at the forefront of items purchased online, with 41 per cent of adults making at least one of these purchases during lockdown.

And three fifths of the adults polled now plan to buy groceries online in the future, with sales figures of meal kits purchased over the internet soaring by 114 per cent when people were urged to stay indoors.

Stefano Rossi, packaging CEO at packaging firm DS Smith, which commissioned the research, said: “There has been a seismic shift in the way consumers are shopping.

“What’s clear is that as lockdown eases further, these trends aren’t likely to fall away.

“Consumers have found new confidence and convenience in the way they shop, buying a whole range of items online – everything from the family food shop, to toiletries and home and garden products.

“If companies are not already transforming their business to meet this new age of e-commerce, they risk being left behind.”

The study also found shoppers are buying in new ways and from new suppliers, with nearly a third signing up to a new shopping website that they hadn’t used before lockdown.

DS Smith also saw packaging demand double for food, flowers, and hygiene products sold online since the start of the pandemic.

Reasons for buying online differed both by age and gender, with men and younger people prioritising convenience – while women and older generations focused on safety.

But some of the in-store habits remain despite the switch to online shopping, with a third saying they still ‘window shop’ by browsing websites and keeping a wish list of the items they want to buy.

And more than one in three enjoy bargain hunting even when shopping online.

However, sustainability has become an increasing concern with almost a quarter more likely to buy online if items are delivered with less or more environmentally-friendly packaging.

Another 21 per cent of those polled, via OnePoll, are more likely to shop online if their products arrive in more recyclable packaging.

Those aged between 25 and 34 were most conscious about sustainability, while women held this as a higher priority than men.

Why brands and manufacturers shouldn’t ignore Direct-to-Consumer eCommerce

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By Andy McCaul, Director, The Bigger Boat

COVID-19 has hit all kinds of sectors hard and fast. Businesses struck in particular – such as travel, restaurants and pubs – have a long and hard road ahead of them which, for many organisations, may seem impossible.

Retail is right up there too. A lot of businesses saw sales drop to zero overnight, but others have been privy to the exact opposite – a complete reversal of fortunes following COVID-19.

Why such variation? Some of it is purely down to sector-specific good fortune, but a key factor concerns ecommerce.

If a company had embraced digital methods and was set up pre-COVID-19 to handle online sales effectively – and was lucky enough to be in a sector where demand for products remained high – then there has been a golden opportunity for sales figures to achieve mind-blowing results.

However, for a manufacturer or brand owner that traditionally sold through retail only, there may have been an immediate pain during the pandemic – and for many organisations sales will have unfortunately dropped off a cliff. Why? Because this is essentially an ‘all eggs in one basket approach’ which, in times of crisis, can perhaps lead to a real struggle to maintain a resilient and flexible approach when challenged to adapt swiftly.

If there’s one take home from this whole moment in history, it’s that organisations need their own ecommerce offering – they must be more in control of their own destiny.

The pros and cons of DTC

But, as with anything, there are advantages and disadvantages to any approach. Having a Direct-to-Consumer (DTC) channel provides an improvement in product margin and it can also sell the entire range, not just part of it. But there are logistics involved and an ecommerce website to invest in, to maintain any form of success – and achieve a consistently healthy bottom line.

However, there doesn’t need to be a total shift towards diving right in at the deep end. Brands should start with a simple ‘set up and scale up’ strategy as sales and traffic builds. It’s essential to get experienced assistance throughout – whether that’s via an internal ecomms team or by hiring an external agency that the organisation can outsource everything to.

With two partners involved – logistics and a digital agency – the business should have enough resource to get going with minimum hassle. With any kind of digital or technology, there’s often the fear of the unknown or a ‘we’ve always done it this way’ mentality that perhaps holds companies back from making this move. However, now is the time to adapt and embrace positive change.

Why critical partnerships matter in a true time of crisis

This doesn’t mean that organisations should be walking away from retail – it’s not an ‘all or nothing’ situation. In fact, the relationship with this industry should continue and maintain strong relationships through initiatives such as retailer ‘exclusives’.

Keeping those key partnerships going whilst running a DTC offering can be a difficult balance to strike, but there must always be an element of flexibility if a brand is going to survive – especially during a crisis. And, for many, this has shone a light on why the traditional model may not always provide such agility when it’s vitally needed.

Have organisations missed the boat or is it too late to explore DTC ecommerce? No. There has been a huge increase in online shopping activity, and that’s likely to continue. At the moment, no-one really knows when life will return to ‘normal’ and it’s possible that some restrictions will exist in such new territory. Additionally, who is to say another crisis like this won’t happen again in most people’s lifetimes? Of course, let’s hope that won’t be the case.

For many people, they may prefer to keep ordering their products and services online to maintain a level of safety and security, but people will return to the shops and High Street and so retail must be ready. Throughout all this, lessons must be learnt. Brands should be adaptable to vast change where necessary and be in a position meet the strong demands that ecommerce presents.

Any business that focuses entirely on physical stores – and ultimately has no backup plan – will never be in a healthy position to tackle the modern-day needs of consumers and the unpredictability of everyday life. The solution for many will be ecommerce because it offers both a strategic way to provide calm in the storm and a vital opportunity for critical organisational growth.

It’s takes Brits 43 minutes to commit to an online purchase

960 640 Stuart O'Brien

The average Brit will spend just under 43 minutes ‘shopping around’ online before committing to a purchase, with almost four in 10 also reading online reviews before finally hitting ‘buy’.

Insurance and white goods are the top items shoppers are most likely to look for a good deal on, along with energy providers and clothes.

But Brits are more likely to shop around for a new mobile phone contract than a new car.

The study of 2,000 people, commissioned by mobile network provider O2, also found half of those polled are having to be more careful with their spending than ever before, as a result of the current pandemic.

But a lucky four in 10 feel they have had MORE disposable income during lockdown.

A fifth have spent more time than usual shopping around for the best bargains over the last few months because they have had more time on their hands while being stuck indoors.

However, 80 per cent say they have always looked for a good deal no matter what their circumstances or income have been.

It also emerged that 48 per cent hate feeling they’ve been ripped off, but this doesn’t simply mean parting with the lowest amount of cash possible.

Less than a quarter (24 per cent) feel the cheapest offer is always the best value.

A further six in 10 believe ‘good value’ is simply a matter of getting more product for your money than offered elsewhere.

And one in four count additional benefits beyond the initial purchase, such as exclusive offers and discounted access to third party services, as good value.

The research, conducted via OnePoll, also found 70 per cent of the population have bought something – only to feel annoyed seeing it for sale later on.

Of the O2 customers surveyed, 71 per cent use Priority to take advantage of pre-sale tickets and exclusive deals.

And nearly a third (32 per cent) of shoppers say an ability to adjust the service to meet their personal needs or the flexibility to manage their payments is key for them to commit to a purchase.

With O2’s customisable plans, customers can choose how much they want to pay upfront and the length of their device plan (anywhere between three and 36 months), as well as having the option to flex their data allowance up or down every month to suit their needs.

Top 10 list of what Brits look to get a good deal on:

1. Insurance (58 per cent)
2. White goods (52 per cent)
3. Energy providers (gas, electric etc.) (51 per cent)
4. Clothes (49 per cent)
5. Mobile phone contract (47 per cent)
6. Furniture (45 per cent)
7. A new car (43 per cent)
8. Days out such as a trip to the zoo or theme park (31 per cent)
9. Meals out (27 per cent)
10. Tickets such as to gigs and sporting events (21 per cent)

Lockdown cements UK eCommerce buying habits

960 640 Stuart O'Brien

Just 16 per cent UK consumers intend to return to their old shopping habits post-lockdown, signifying the lasting change that COVID-19 will have on the retail industry and the cementing of eCommerce habits.

The COVID, Commerce and the Consumer research conducted by Wunderman Thomson – which surveyed 2,000 UK consumers on their shopping experience during the COVID-19 pandemic – found that the need for safety during lockdown has resulted in a huge shift in shoppers’ habits and traits with a particular trend towards online channels.

Online purchasing accounted for 62% of all shopping during lockdown, compared to 43% before the pandemic. Although online shopping is predicted to account for over half (51%) of all spend moving forward, it will remain higher than it was before the pandemic. Fear of contracting the virus will also play its part in driving online spend with 48% of shoppers scared about shopping in-store.

Shopping habits may have had to change during lockdown, but familiar factors have emerged: 61% of shoppers identified free delivery as a key purchase driver, with availability (57%) and price (53%) coming in as close second and third choices. Yet, when asked what consumers would like to see change most in their online shopping experience, free returns (28%) topped the list.

Amazon’s share in the eCommerce market swelled with over a third (35%) of all online shopping conducted through the marketplace during the lockdown period, reinforcing the company as a big retail winner in the wake of the pandemic. One-in-five (20%) said their net intention to purchase with Amazon post-COVID-19 will increase, despite 21% of people expressing worry about Amazon’s ever-increasing dominance.

Not the sole retail winner, Tesco led the battle of the supermarkets and saw a significant 23% improvement in net perception; while the net intention to purchase post-COVID-19 rose by 9%. Competitors Sainsbury’s and Morrisons both saw a 12% net rise in positive perception respectively.

Other winners include corner shops with a quarter (27%) net increase in positive public perception as they played a pivotal role in providing essential goods. In comparison, the Government’s net change in perception decreased by 30% while the NHS is up during the COVID-19 outbreak by a significant 62%.

Hugh Fletcher, Global Head of Consultancy and Innovation at Wunderman Thompson Commerce, said: “COVID-19 was always going to have a big impact on retail, particularly on high-street brands; in many cases, retailers have had to shift entire operations online. With many consumers looking for assurances on safety and reliability, it’s perhaps unsurprising to see the likes of Amazon and the ‘big four’ supermarkets resonate highly with their ability to provide services to consumers in the way they want. They also all adapted quickly by emphasising stock availability, competitive pricing and customer safety. But corner shops played a vital role too. As consumers look to keep their purse strings relatively tight and as a more digital-first retail future materialises, the brands and retailers that are able to pivot their business models to accommodate this rise in online spend will ultimately get a greater share of shoppers’ wallet.”

On consumers’ desire for digital, one in five (21%) would like more of their products to be digital and instantly downloadable, a noticeable influence of lockdown measures as shoppers have been forced to purchase various goods without leaving home.

The impact of COVID-19 may also be a tipping point for ethical concerns with nearly three-quarters (73%) wishing that retailers and brands would offer better environmental practices. Over half (55%) of consumers say that a company’s ethics and morals play an important part in their purchase decisions, another element that retailers need to contend with as the ‘new normal’ becomes a reality.

Download The COVID, Commerce and the Consumer report

Online shopping behavior: What COVID-19 changed and how to test it

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When it comes to e-commerce, the current pandemic fortified the already booming position of online shopping in the daily life of an average consumer. The past few weeks have seen a change in behavior, with 45% of consumers opting for online shopping. But how lasting will these new habits be? What is different now, in comparison to how adopters of online shopping used to behave and experience it before the crisis?

Check out the full webinar here to learn more about the entire study and get all the insights!

The replicated study included 500 respondents split into 2 cells, with each cell exposed to one retailer (Amazon or Walmart) and 4 categories, both food ones (coffee, chocolate, and cereals) and one non-food category (cleaning products). They completed 2 eye-tracking & click tasks (which served to determine which products participants considered and what elements of product pages they found useful).

The first wave of the study was conducted in June 2019, and the second in April 2020.

Here’s what we found that could help brands gain competitive advantage:

Shoppers saw 36% more products compared to purchases before COVID-19!

Both prior and during the COVID-19 crisis, positioning is crucial for product noticeability, as our study showed that items placed in one of the top 10 positions on a PLP have a 34% higher chance to be noticed. Also, as a rule of thumb, the middle columns of the PLP perform better in terms of visibility than the lateral ones in a grid layout. Overall, a simpler PLP layout that is showcasing fewer products per page, with clear organization, ensures that a greater portion of content will be seen and explored.

The most significant change in the way respondents behaved was in the time shoppers spend on the retailer’s product list. It is substantially longer – from half a minute on average to almost 50 seconds! Not only is the exploration of product lists prolonged, but the average time spent per product is also higher – 0.17s more, or 11% longer. With an extended browsing time, comes higher visibility of PLPs – there’s a significant increase in the number of noticed products.

Purchase interest stays on a more or less same level – with a slight decrease in some categories (chocolate, cereals), but with leading brands remaining the same among the tested categories.

Consumers are scrolling further and noticing more on a PDP

The difference in product detail pages exploration is notable – they were explored for almost 20 seconds longer during the COVID-19 crisis. Respondents also scroll through the page much deeper, ensuring that a more significant portion of the page is seen – nearly 60% of shoppers reach the page end compared to usual ~5% who did in our other tests. This results in twice as many areas seen on a PDP, compared to the usual, pre-COVID browsing.

The areas above the fold – product image, product name, price, short description & add to cart – remain most visible and among most useful in reaching a purchase decision. However, some other areas are gaining in importance for shoppers, primarily – suggested products and customer reviews.

Basket size is the same, but its contents have changed

Pages for the four categories included in the study were all browsed longer, with coffee and cleaning products keeping the same purchase intent, and chocolates and cereals having a somewhat decreased number of considered products. Lesser-known brands that provide value at a lower price were taken into consideration for both cereal and coffee categories, while the interest for healthy cereal products and ‘greener’ packaging options for coffee increased.

In contrast, sanitizing properties and convenience of use rule our choices when it comes to cleaning products, while value packs, family, and variety packs that offer a bigger assortment of products at a competitive price in the chocolate category are two tendencies clearly influenced by the ongoing crisis.

Previous research has shown that, when unaffected by a crisis, consumers notice only a fraction of the products during normal browsing. So what are the ways you can optimize your website to gain a competitive advantage? From an online shopping strategy, or testing shopper behavior on specific websites, to tactical impact studies, know how to choose the right type of study to up your e-commerce game!

Here are the key takeaways – make sure to listen to the full webinar for more insights:

  • Shoppers spend more time browsing during COVID-19, on the lookout for new info and best value
  • This might be the right time to optimize your e-commerce strategy and assets
  • Consumer behavior is changing, so change with it!

Interested in learning more about e-commerce testing? Reach out to us at info@eyesee-research.com.

Coronavirus: Consumers ‘ignoring online fraud risks’

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Consumers in the US and UK aren’t taking the necessary precautions to protect their online identity, instead prioritising convenience and speed of access to online goods and services over personal security.

That’s according to research conducted by YouGov in April 2020 on behalf of Callsign that surveyed more than 4,000 consumers in the US and UK, showing evidence of overconfidence among consumers in relation to their perceived strength and level of protection their credentials provide, with 77% believing their banking credentials to be the most secure, followed by online shopping (74%) and work network logins (71%).

Callsign says this overconfidence may also explain why many consumers failed to update their login details with more than half (52%) of online shoppers admitting they have no plans to update their login details, with this figure rising to 55% with online banking customers and 54% for employees that are working from home, remotely accessing their work’s networks and systems.

Key Survey Findings:

  • Risking It All for Toilet Paper – When in isolation and under pressure to buy scarce, staple items e.g. toilet paper, nearly one in four (26%) consumers in the U.S. admitted to overlooking online security concerns – using third-party online merchants – while one in five (13%) UK consumers admitting taking similar risks.
  • Remote Workers More Mindful of Business Credentials Over Own – U.S. and UK consumers (21%) were also found to be more likely to update work network login details over their own online banking (19%) and shopping (19%) credentials. While the disparity was marginal, this could be explained by employers’ willingness to provide staff with information and tools to update their login details, with almost half (45%) of respondents saying they had received this information when the pandemic hit – a figure that is higher (60%) for full-time workers.
  • Frictionless Digital Reality Still in Question – The research also highlights that nearly two thirds (61%) of respondents are struggling with business networks and systems access, while 60% of online shoppers confirmed a similar experience in the past month. This results in many hours of lost time for employees; it also leads to customers needing to call customer service representatives to resolve their issue – a group who are already contending with a limited crew due to social distancing. However, it appears that bank-grade security and authentication should set the precedent, with over half (52%) of people not having had an issue logging in over the last month.
  • Unemployed Struggling Most With Access – People out of work are finding it even harder than their peers to access services online in the last month, with 65% finding it challenging to log in and pay for their online shopping and 54% struggling with logging into their online banking – a concern when vulnerable groups such as this are the people who need these services most.  
  • Pandemic Weighs on Patience Increasing Churn – With consumer anxiety at an all-time high, there is little patience for a poor online user experience. In the last month alone, 20% of consumers switched to other brands due to a bad online shopping experience (e.g. failed payments, complicated log-in, etc.). While numbers were not as high for banking, churn was still considered significant, with 14% of U.S. consumers already agreeing they would make the switch. Although this was only 4% in the UK.
  • Vigilance Varies Among Markets – Americans were found to be more vigilant than their British counterparts, with one in four Americans updating their banking logins compared to just 13% in the UK. This is further compounded by the fact that two out of three (66%) UK banking customers have no plans to update their banking credentials, compared to 44% in the US.
  • Consumers Indifferent Despite Risk When asked ‘Has the COVID-19 pandemic and increased fraud influenced you to use alternative banking or shopping apps or websites with more secure measures?’, over three quarters (78%) of U.S. consumers stated ‘no or they didn’t know’ with 85% of UK consumers sharing a similar indifference about security.

Amir Nooriala, Chief Commercial Officer at Callsign, said: “With fraud escalating at a staggering rate, businesses cannot afford to sit back and watch. Consumers have enough to worry about regarding the pandemic; their security shouldn’t be one of them. As more and more people shift their lives online, businesses need to take responsibility while encouraging customers and employees to prioritize personal security – without adding in extra cumbersome identity checks. Companies must use technology that allow consumers to log in without having to deal with pesky one-time-passwords via text messages or long forgotten security questions which could result in them switching provider. With businesses on the brink they cannot afford to lose customers that way. Instead, they need to make identification and authentication as safe and easy as possible.”

Coronavirus: Online retailers delivering parcels almost 20% faster

1024 683 Stuart O'Brien

Online retailers and their carriers are delivering parcels almost 20% faster than usual, with the average delivery time reducing from 2.1 days to 1.7 days in the last two weeks.

That’s according to new internal data released today from post-purchase specialist parcelLab, which says as the ongoing coronavirus crisis continues to unfold, the speed at which parcels from online orders are being delivered is showing to be quicker than usual, despite a surge in the number of online orders being made.

parcelLab puts this down to a number of key factors. First of all, with so many people confined to their homes during the day, they are able to receive their parcel on the first try. Secondly, many carriers have removed the need for a signature on delivery, which again saves time as they can drop off the parcel even when people aren’t at home.

More customers are likely opting for carriers to leave their parcel in a safe location, which again increases first-attempt delivery success. Finally, carriers are able to get from A to B much quicker as the roads are far less busy.

“It’s important now, perhaps more so than ever before, for retailers to be keeping customers up-to-date about the status of their order and inform them of any difficulties or delays immediately,” said Conor McGrath, Head of UK and Nordic Clients at parcelLab. “Putting proactive shipping notifications in place is vital right now. Customers are currently filled with uncertainty about whether their parcel will arrive on time or at all – which can cause real problems, especially if they are ordering essential goods. Excellent customer service and experience is vital at this time so there should be a focus on optimising this.”

The parcelLab data also shows that the electronics and IT industry, in particular, are benefiting from a surge in demand with a 28% increase in order volume over the past two weeks from online electronics and IT stores – likely due to the influx in customers ordering equipment to create a comfortable working environment from their new home office.

At the same time, online shops selling sports equipment, DIY goods, furniture and toys are experiencing a rapid increase in orders. Since bricks and mortar shops have been forced to close and people have more free time, customers are choosing to spend their money online instead. Even when everything returns to normal, this purchasing behaviour is likely to remain.

“The current crisis is a totally unpredictable situation,” added McGrath. “It’s almost certain that we’ll see delivery delays and failures as more supply chain staff are off work sick, movement becomes more restricted and couriers announce new delivery measures and revised delivery options. Sadly, we cannot predict when this will happen, so good preparation is key and keeping your customers informed of where their parcel is, in real-time, at every stage of the journey will be imperative.”

Two thirds of SAP users worry about IT security flaws

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More than two thirds (68.8%) of SAP users believe their organisations put insufficient focus on IT security during previous SAP implementations, while 53.4% indicated that it is ‘very common’ for SAP security flaws to be uncovered during the audit process.

That’s according to the SAP Security Research Report by risk management consultancy, Turnkey Consulting, which also uncovered that most respondents were not fully equipped to manage risk. A fifth (20.8%) felt most businesses did not have the skills and tools to effectively secure their SAP applications and environment, with 64.3% saying they only had some skills and tools.

Looking at specific concerns, nine out of ten (93.2%) people thought it was likely that an SAP audit would flag Access Management issues. Privileged or emergency Access was also a major concern with 86.4% believing it was common or very common to have audit findings specifically related to it.

However, the research also showed a growing awareness of the security challenges faced by today’s enterprise, with the adoption of ‘security by design’ regarded as a solution. 74.0% expect IT security to take greater priority in future SAP deployments, with 89.6% agreeing that security specialists should be brought on board to support their SAP S/4 HANA transformation programmes.

Richard Hunt, managing director at Turnkey Consulting, said: “The findings of this survey mirror our day-to-day experiences; SAP security is often an afterthought on SAP deployments, with the result that not enough time and resource is allocated to the essential security activities that need to take place throughout the project.”

“However it is encouraging to see that boardroom awareness is growing as the general business environment becomes increasingly focused on compliance, data protection and cyber security. This understanding will drive organisations to take the critical step of designing security into implementations from day one.”

Turnkey says it undertook its inaugural SAP research to determine organisations’ preparedness as the SAP landscape undergoes a time of transition and the deadline to adopt SAP S/4 HANA approaches. The SAP ERP offers extensive user benefits in terms of increased interconnectivity and mobility, but risks leaving SAP applications and infrastructure open to exploitation.

Hunt concluded: “Rolling out SAP S/4 HANA requires significant investment and organisational commitment. This reinforces why building in security from the start is vital if remediation, which is costly from both a financial perspective as well as in terms of business disruption, is to be avoided further down the line.”

You can download Turnkey’s SAP Security Research Report by clicking here.

Coronavirus means surge in online ordering continues

960 640 Stuart O'Brien

Online food shopping has seen steady growth within the UK for a number of years, with one in five UK internet users aged 18 and over buying groceries online, according to a YouGov survey conducted in Q3 2019.

However, this has surged with the outbreak of COVID-19, and supermarkets are struggling to keep up with the demand for online orders as shoppers choose to avoid bricks and mortar retail premises.

14.2 percent of UK internet users aged 18+ polled in March admitted that they had increased their online grocery shopping, according to research by RetailX Coronavirus Consumer Confidence Tracker published by Internet Retailing, along with 6.9 per cent of those polled that said they ordered more takeout online.

The demand has created its own problems, with many users left frustrated as they’re left in ‘virtual’ queues which can be thousands of people long, while new customers are seemingly barred from using online services.

Supermarket websites and apps have also taken a hit with many crashing due to the large numbers of traffic using the platforms, with a mid-March Ipsos MORI survey of adults in the UK revealing that more than 40 per cent were buying more supermarket items than they normally would as a result of panic buying across physical and online stores.

Online shoppers forced to search for alternatives has been good news for a plethora of smaller UK firms that might not have benefitted from this new attention, along with restaurants making the change from guests dining in-house to direct-to-home delivery services of meals prepared by chefs.

With the COVID-19 outbreak only getting worse, many UK businesses are fearing the worst about the coming months. However, it’s clear that for the entrepreneurial and resourceful, business specialising with online shops and ecommerce platforms have a much better chance of survival and growth in the days ahead.

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