As more consumers move to online shopping in the wake of the pandemic, it has become a must-have for brick-and-mortar retailers. Today, consumers are discovering brands in new ways and seeking contemporary conveniences to guide their shopping decisions. At the same time, the shopping journey has becoming increasingly complicated. Hamish Moline, Managing Director of Financial Services at ShopBack shares how to adapt to new consumer behaviours and stand out in the crowded field of e-commerce.