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.