"Ubiquitous retailing: new technologies transforming the consumer journey"

The boundaries between online and offline for trade are becoming less and less evident. During their shopping journey, consumers travel indiscriminately between offers made by online retailers, traditional retailers, pure players and hybrid and fluid models. The expansion of electronic commerce in less traditional ways, such as: social selling and mobile commerce, are increasingly viable alternatives. This process was accelerated given the restrictions imposed by the Covid-19 pandemic, purchasing habits were fundamentally and permanently changed.