E-commerce has experienced an unprecedented growth during the COVID-19 pandemic. The sector has proven to be resilient, and the crisis has accelerated the digital transformation of both consumers and businesses. Many companies developed omnichannel commerce solutions that allowed physical shops to continue serving their customers even during the lockdowns. These developments, as well as the green transition, will continue to shape the future of not only retail but of our society as a whole. Therefore, designing future-proof and channel-neutral policies, capable of adapting to evolving companies’ realities and consumer behaviour, becomes crucial.