Retailers take note: life’s good if you sell direct

The electronics sector is one that has been dominated by larger, sometimes online only retailers in recent years. However, brands are now looking to e-commerce for opportunities to protect, if not increase, their margins and many are now selling direct to the customer.

This week The Drum’s Mystery Shopper compares the online performance of four of the largest electronics producers, Samsung, LG, Panasonic and Sony and assesses whether their execution will in the long-term prove a serious threat to online retail giants.