Walmart has partnered with TikTok to launch the platform’s first shoppable live-stream event. It's yet another example of how the worlds of digital entertainment and e-commerce are beginning to collide as retailers look for ways to spice up their paths to purchase.

The pandemic has made people more reliant on the power of digital technology and social media than they’ve ever been before. Tapping into this mass digitisation, a number of UK retailers are luring customers by turning their shop floor staff into relatable brand experts.

As COVID-19 lockdown measures have forced more people to rely on e-commerce, delivery channels have faced fresh challenges. Canvas8 spoke to Ken Allen, the author of Radical Simplicity, to understand how the pandemic could impact online shopping both in the short term and long term.

People across the UK have leveraged various digital tools in lockdown to create elevated online shopping experiences, yielding opportunities for brands as the country reopens post-pandemic. Canvas8 polled 1,100 Britons and spoke to eight individuals to explore this topic in depth.