Innovation is the engine that drives digital transformation and revenue. That's where brands should be focusing their strategic efforts. I just don't see any way retailers are going to further optimize conversion or average order value beyond what is possible with current technology and industry best practices. There is plenty of growth available for most companies leveraging those existing technologies and best practices but I don't see any emerging ideas with revolutionary potential that fit within the existing paradigm. The next big thing is going to be outside the box.