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Growth sprouts for SMEs in e-commerce

Growth sprouts for SMEs in e-commerce

McKinsey & Company
Pages 6 Pages

This article discusses the opportunities and strategies for small and medium-sized enterprises (SMEs) in Europe to capture a share of the booming online home-and-garden market. It emphasizes that while the first wave of e-commerce focused on easily shippable products like books and electronics, the home-and-garden sector presents a more complex challenge due to the bulkiness and uniqueness of its products.

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