The Shift from eCommerce to Digital Commerce (And Why Retailers Need to Know the Difference)

Sid Jatia is the Vice President of Global eCommerce at Under Armour but if you ask him, consumer buying behaviors have shifted so much that the term eCommerce is no longer an accurate description of his role. We’ve now moved into the age of digital commerce where the most successful brands are creating complete shopping experiences across all channels. In fact, cultivating consumer desire is such a priority for Under Armour that every employee, every business unit, and every channel now has direct accountability for customer engagement.