Ask the Collective

What are current e-commerce sales trends in the drinks industry, and which marketing channels are performing best right now?

E-commerce has faced headwinds in recent weeks, with several channels under pressure. However, certain tactics are holding up better than others. **Current market conditions:** - Online delivery platforms (Deliveroo, similar) have contracted across most channels - **Amazon** sales and Facebook ads have both been impacted by iOS14/iOS15 tracking changes, particularly in the UK market versus the US - Email marketing appears to be the most resilient channel, with generally strong ROI continuing - Grocery channel is performing better, especially with **BBQ-themed promotions** - Non-alcoholic search on Amazon has been notably lower from February–May - Members attribute some contraction to post-lockdown consumer behaviour shifting towards physical retail, experiences, and holidays **Recommended tactics:** - **Email campaigns** — maintain focus here; ROI remains solid despite platform changes - **BBQ promotions** in the grocery channel — showing traction currently - **Shopify** — monitor their recent iOS14 mitigation updates, which look promising for addressing Facebook ad tracking issues **Heads-up for upcoming changes:** - iOS15 changes are coming and will impact email tracking; prepare for this - Facebook iOS14 impacts continue to be significant in the UK market Members suggest locking in email as a primary channel while broader e-commerce stabilises.