What Happens When the E-Commerce Boom Ends

For the jewellery brand Catbird, like virtually every other fashion company, e-commerce was a lifeline during the pandemic. In 2021, 80 percent of the company’s sales were online, with the rest coming from two stores in New York.

This year is a different story. E-commerce currently makes up 69 percent of sales, only slightly higher than the channel’s share in 2019. Catbird’s trajectory is typical in the industry: Nordstrom and Calvin…