Conversely, D2C brands and true omnichannel players are surviving, in part thanks to early investment in ecommerce. Digitally mature brands across categories have tempered their losses. As ecommerce dominates COVID-recovery, brands are left considering: How long will society remain upended?

7,643 stores have already shuttered their doors in 2020, with projections nearing 25,000 by year’s end due to COVID-19 fallout. Businesses are facing one of the most depressed retail environments in recent history. As a result, brands are left with a paradox: Make up for tremendous brick-and-mortar losses while simultaneously maintaining brand equity on a shrunken budget.