Book excerpt: In today's digital-first world, customers expect hyper-personalized, seamless experiences across every touchpoint. Their preferences and demands are continually shaped by emerging technologies that raise the bar for convenience, customization and immediacy. As the pace of innovation accelerates, merchants must adapt swiftly to satisfy this new generation of empowered shoppers. Those who cannot keep up risk losing relevance. Therefore, optimizing eCommerce solutions is paramount for accommodating constantly changing expectations. By migrating to platforms that better support adapting strategies and meeting emerging needs, merchants empower themselves to stay competitive amid disruption.