We live in a digital world. Yet, brick & mortar is very much part of our lives. Given the hype around online & mobile app based sales one would think the offline retail has shut shop. But that’s from the truth. In the US, ecommerce now accounts for 14.3% of total retail sales. It is a significant jump from a 5% share just a decade ago, but consumers still flock to brick & mortar retail for their shopping needs. In 2018, Amazon was expected to contribute to 49% of the US e-commerce market and 5% of all retail spend.