The Low-Hanging Fruit is Long Gone
Let’s be brutally honest for a moment. The great digital scramble is, for the most part, over. For years, the story was simple. Traditional retailers, bless their cotton socks, needed to get online. Technology firms were queuing up to sell them the digital shovels for this gold rush. E-commerce platforms, payment systems, logistics software, you name it. It was a fantastic story, and it made a lot of people a lot of money.
But that chapter is closing. The big chains have built their websites. They have their payment systems sorted. The foundational work is done. What’s left? Tweaks, optimisations, and marginal gains. That is a much harder, and frankly less profitable, game to be in. It is the difference between building a house and endlessly rearranging the furniture. The big contracts for foundational transformation are drying up, and tech providers might soon be fighting over the scraps.