E-commerce is now a fully integrated part of the retail landscape, growing beyond a transactional tool into a vital channel for customer engagement, revenue and business growth. According to the Federal Reserve, e-commerce now accounts for 16 percent of total retail sales, marking significant progress over the last two years. However, this shift doesn't suggest the end of physical retail but the rise of a more 'phygital' landscape - where digital and in-store experiences are interconnected.
Today's consumer expectations are ever-increasing. We demand speed, accuracy and personalization. We expect seamless online-to-offline experiences, with real-time inventory visibility so we can choose between buying online or shopping and/or picking up in-store. Consumers now expect real-time data synchronization across all touch points, enabling them to view product availability and price accuracy, regardless of how they shop.
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