Ten years in just a few months. That's how much of an evolutionary leap the eCommerce pandemic has made, with an acceleration never seen before. Thanks also to the restrictions imposed by the pandemic, 80% more consumers have ended up shopping on the web. But it is not only habits that have changed – the paradigm has changed. While for some time now the trend in eCommerce has been to chase exceptional performance in terms of efficiency, especially in terms of punctuality, today the watchword is to overcome the barriers between the digital experience and the in-store experience. We are in a new era, where Kotler's prediction of the 'frictionless experience' is now a reality. The customer only wants one thing: to buy without interruption.