The 2021 report looked at how a combination of months of Covi-inflicted socially distanced lockdown coupled to the availability of better, faster and cheaper bandwidth had propelled the online economy to new heights, driving the adoption of ecommerce and transforming the manner in which we shop. The takeout for organisations is that everyone is engaging with brands online during the buying cycle regardless of whether the ultimate purchase is made with a click or at a physical till point. Marketing programmes must thus be tailored to multiple audiences if companies are to maximise their ROI.