Throughout history, the consumer has always pursued the path of least resistance, choosing the best value, greatest convenience and most relevant and enjoyable experience available on the path the purchase.
This is part one of the two piece story: read part two here.
And then digital happened, accelerating that pursuit by delivering on it.
The key drivers of change
Source: Edge by Ascential
FACT: Digital commerce is the #1 growth driver globally, accounting for 52% of all retail chain sales added and 30% of total global retail chain sales by 2024.