Allison Barr Allen is the Co-Founder and Chief Operating Officer at Fast, based in San Francisco.
As Covid-19 drove people into lockdown this year, it also drove them online in nearly every aspect of their lives. Entire companies relocated to Zoom. Doctors treated patients through computer screens, and e-commerce giants saw their profits soar. Meanwhile, small businesses, particularly those that depend on a physical presence to sell their products or services, have been hit hard. Just as online shopping went from a convenience to a necessity for consumers, digital channels have become a requirement for retailers of all types and sizes to survive. And even when the pandemic is over, there is ample evidence that customers will continue to shop online in ever-greater numbers.
While most retailers today have some kind of online presence, the world of e-commerce technology can be vast and confusing. It seems like it