Few industries are subject to such a high level of disruptive pressure as the retail sector. Concepts and structures have been shifting from bricks-and-mortar stores to the online realm for a long time. Customer requests for links between bricks-and-mortar stores and online sales channels have risen and e-commerce is increasingly becoming an omnichannel concept.

Changes in buying behaviour and growing demands to improve the shopping experience are significant challenges that must be met with new technologies and concepts. With social commerce, NFT, blockchain technologies and online shopping in the metaverse, new challenges are already emerging. The consequences of this disruption also place specific demands on managers to maintain their right to exist and secure economic success.