During the pandemic, e-commerce retail surged. It probably jumped forward three to five years in a couple of months. Now that retail is rebalancing and physical retail is reopening, it looks like e-commerce is reverting back to the trend line. The way we talk about omnichannel selling across offline and online has to evolve. If you listen to an earnings call from a large retailer, I'm just going to say one thing: There's a good chance that almost every quarter they're going to be saying online is running offline or offline is running online. They are not talking about conflict because it fundamentally means all sales happen through both channels.

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