When the pandemic hit in force in early 2020, many retailers had to make
fast, and in some cases extreme, pivots to digital sales. While “essential”
retailer segments such as supermarkets and home improvement were
allowed to keep stores open, many others were shuttered for a time and/or
forced to severely limit customer visits.
Suddenly retailers that previously garnered only about 10% to 12% of revenue from online sales were forced to dive quickly and deeply into the digital
world. Some were prepared, others less so. But by the time the holidays
rolled around, most had their online house in order and were worried more
about supply chain and fulfillment than whether their website would crash.
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