Motivated by the continual surge in eCommerce, which according to UNCTAD has seen unprecedented growth during the COVID-19 pandemic, retailers are scrambling to adapt to a shift in consumer demand and create unique customer experiences that set them apart from the competition. The rise in online sales and new technologies means businesses are being more strategic about their physical stores — using them as fulfillment centers, offering curbside delivery, and designing pop-up and augmented reality experiences around them — while reaching online shoppers through social media and virtual worlds like the Metaverse.
While the U.S. Department of Commerce reports that the recent spike in eCommerce has normalized closer to pre-pandemic levels, it is clear that eCommerce will continue to grow, integrating with automation technologies into more seamless digital and physical shopping experiences. For many retailers, it is no longer a question of selling online, but rather a question of when and how much.