COVID-19 has completely changed the face of shopping. With many opting not to physically enter shops, e-commerce is seeing a boost – but some independents are getting left behind. Builder.ai has created a cheap and accessible app that could help smaller retailers get selling online in a hurry.

At a time when it’s safer, easier, and more reassuring to shop online, small, local businesses are struggling. American Express’ ‘Shop Small’ activation aims to remind people of the benefits of supporting small businesses, showing how the right incentives can encourage people to remain loyal to local.

Although social media users claim that influencer brand campaigns have no effect on what they buy, small-to-medium businesses say otherwise. There’s a wariness around influencer marketing, but ads that are transparent about their sponsorship are more likely to earn the trust of consumers.

As e-commerce giants continue to cannibalise the UK high street, the backlash against faceless retailers is accelerating, leading some shoppers to turn to smaller, local businesses – both online and off. How are these independent firms fostering long-term loyalty across channels?