With a vast experience of working in Ecommerce with global brands across Europe & Africa, there is no one better to discuss the relationship of brands in Ecommerce than Dean McElwee. Dean speaks of his learnings of working in different marketplaces, and the different expectations of consumers, with the increasing demand for a personalised shopper experience. He concludes by citing the pandemic as a revealing moment for businesses that a data-driven, customer-centric approach to decision making is required now, more than ever.