Digital innovation in ecommerce was accelerated by the Covid-19 pandemic due to a range of new technologies and consumer preferences like mobile wallets, buy online pick up in store (BOPIS), shopping via social media, and more. As a result, consumers have gotten much more savvy - whether that be a result of needing to make some extra cash due to financial stress caused by the pandemic or an effort to hunt down the best deals out there. Regardless, the rules of traditional shopping have been flipped on their heads, as consumers are exhibiting new behaviors, taking new approaches, and re-prioritizing where and who they purchase goods from.