
The Internet has now been mainstream for 20 years and the first iPhone arrived eight years ago this June. We are all repeat ecommerce customers, yet the biggest business model disruptions still lay ahead of us. Up until recently, traditional multinationals saw digital as just another route to market while thinking that the more routes they open, the more money they will make. The unintended consequences of such an approach is adding more complexity to their operations and a fragmented customer experience.
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