The gap between traditional and digital commerce is rapidly closing. With 63% of shopping journeys starting online, a customer’s digital experience now plays a critical role in determining whether they choose your brand, regardless of whether the final purchase happens in-store or online.

The rise of online shopping has transformed the global marketplace, leading to a steady decline in physical retail. For example, in July 2019 alone, Coresight Research reported over 7,000 store closures across U.S. retail chains. If this trend continues, it signals the decline of suburban malls as the primary shopping destinations they once were.