E-commerce is changing: What can fashion do to keep up?

The business of selling fashion online is becoming more complex as social media platforms like Instagram and Facebook introduce independent shopping functions of their own. Fashion brands and retailers must create well-thought-out strategies to incorporate changes in e-commerce from the start or risk losing money, says Coen Frederiks, owner of Amsterdam-based digital agency Coqtail. He shared some advice for fashion businesses that want to break into e-commerce at Amsterdam trade fair Modefabriek.