By Stephen Robnett, , , , Tawfik Hammoud, and Reading time: 8 min E-commerce has grown in both volume and importance in recent years. When the COVID-19 pandemic hit, commerce of all kinds moved to digital platforms, and today online shopping activity remains well above its pre-pandemic levels. (See Exhibit 1.) Multiple sources invite shoppers to visit new e-commerce sites daily, and customers have grown to expect a seamless, tailored shopping experience across multiple channels and devices.