Moussa Jabateh

Digital technology has become a foundational element for all industries, but retail is facing several challenges that have brought it to the fore. The industry has been reshaped by a number of factors-including the rise of e-commerce and omnichannel, changing customer behavior and hyperpersonalization, and growing supply chain complexity-all of which have been accelerated by the pandemic. These shifts have heightened the pressure on retailers' bottom line: over the past five years, margins have been shrinking by two to three percentage points per year, or even by as much as five to six percentage points, depending on the vertical.