How Has Nike Updated its e-commerce Strategy So That Online Retail Becomes A Robust Revenue Model?

The pandemic has birthed many eCommerce stars, and Nike is one of the brightest of them all. How did Nike drastically expand their eCommerce sales? The epidemic offered a significant lift, but the fact is that Nike made a strategic choice in 2017 to focus on its direct business. That year, Nike began its Consumer Direct Offense effort,” driven by Nike’s Triple Double strategy: 2X Innovation, 2X Speed, and 2X Direct Links with customers.” The approach corresponded with forming a new direct organization that combined Nike.com, Direct-to-Consumer retail, and Nike+ digital goods under a single leadership team. Let’s learn how Nike boosted its sales by shifting toward eCommerce stores: