In 2023, e-commerce sales reached $5 trillion dollars – and this trend is expected to continue its upward trajectory, hitting $8 trillion by 2027. With the prominence of online shopping today, the digital world is now the dominant customer environment. This means to be competitive, you need to create a consistent brand experience across every channel — both physical and digital. And that means you’ll have to coordinate some of the experiences that used to happen naturally in-person with strategic digital interactions.