Change is hard for all retailers, but even the very first eCommerce manager generation has to change now as the desktop is dead.

Mike Lowndes, Senior Analyst at Gartner usually says "Desktop is dead, but Browser is King." What usually works as a good joke between industry veterans tells a sad truth about the industry's lack of ability to adapt fast enough. 95% of all CX tools, commerce software, strategies and best practices were born in a desktop first environment. The goal of all the solutions developed before 2010 was usually to create a desktop experience. Even the solutions that tried to advance the modern world of Digital Experience Platforms (DXP) failed to address the real needs of new commerce.

Before the iphone was invented everything digital was focused on the desktop. But within the last ten years, the usage of desktop, especially for commerce and content, sharply declined and moved to mobile. The main challenge in the desktop world was a smooth-running setup that worked in Internet Explorer and Firefox. Personalization, recommendation and payment were all optimized for the desktop device.

This all changed with the iphone and the ensuing mobile revolution which is giving us new devices and concepts almost on a monthly basis however, Desktop will remain relevant for tons of use cases, especially in B2B.