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Finger on the pulse – navigating the new world of fitness e-commerce

Finger on the pulse – navigating the new world of fitness e-commerce

By Chris Cooper, planning director at digital commerce specialist smp McKinsey research says the number of customers planning to buy fitness and wellness products online has jumped 29% since the pandemic hit. Digital commerce is enabling those brands to build direct relationships with consumers, rather than relying solely on the indirect relationship via wholesalers and retailers.

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