after the spike in online shopping ignited by the 2020 Covid quarantine, the e-commerce share of all retail sales had shrunk to less than 15% in the third quarter of 2023. Over the past four years, the e-commerce slice of retail industry revenue has gained by only 0.5%.

But, as this Forbes piece, ecommerce is becoming more and more enmeshed in the full retail ecosystem. It is no longer siloed off.

Apps power in-store shopping. In-store returns trigger on-site purchases. Ecommerce discovery turns into in-store purchases.

Just like most things digital these days, it’s omnichannel.