A frequent question asked by several marketers and brand owners – should I operate my branded online store with my own team or should I outsource this to a third party specialist partner? And if outsourced, then to what extent should I build my own team and capabilities?

Frankly, there is no right or wrong answer for the first question. And answers for the second question will flow from the overall brand ecommerce strategy
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With the multitude of customer contact points, every customer centric organisation has to be available to its consumers across multiple channels

Traditionally brands have mainly relied on a distribution model, which includes brick and mortar retailers who are served by distributors acting on behalf of the brand.
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