When ecommerce activity skyrocketed during the pandemic, many were quick to call it the death of brick-and-mortar retail. But now that the 20%+ growth rates in ecommerce have fallen into single digits, many others are saying it was all just a fad.
The problem with both accounts is that they pit the ecommerce vs. brick-and-mortar as competing formats rather than recognizing their co-existence as concurrent, even complementary, channels.
It’s not about the channel. It’s about the customer.
