Over the past two years, retailers, brand owners, and basically most consumer businesses have set their sights on ecommerce and digital. Adidas reported “exceptional growth in online sales” in Q2 2020 as the company saw sales through its ecommerce channel jump 93 percent. Nike put all its effort into its own retail website after withdrawing from Amazon, resulting in an 80 percent year-over-year increase in its ecommerce sales — and it doubled its market capitalization. New brands, such as Brooklinen, have used the Internet as leverage to jumpstart their businesses.
