Ecommerce growth has been accelerated by the pandemic and a strong economic cycle, but that trend is starting to swing in the opposite direction—and that means competition is going to get more fierce. Pressure will raise and force some companies out of the market. Those that survive and thrive will need to ensure their economics are better than their peers’ and, to achieve that, they’ll need to optimize the metrics of ecommerce. One of the biggest drivers here is relevancy—activating on first-party data to improve ecommerce customer engagement and building brand loyalty. Companies that crack the code will have the edge over their competitors.