We live in a fluid economy where change is the only constant.
It is an undeniable fact that the entry of e-commerce has rewritten the rules of the game, and the change has only just begun. Today, ‘omnicommerce’ is not merely a play on words, but an important reality.
The breakneck speed at which digital technologies are reshaping retail dynamics has created a whole new ecosystem that is being driven not only by the e-commerce giants – both home-grown and imported – but also by innovative, disruptive start-ups.
However, the current thrust of e-commerce comes with a catch: It continues to be channel-centric. Merely replacing the physical cash register with an online payment gateway
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