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The digitisation of the retail industry has transformed consumer experience, business models and supply chains in terms of both sophistication and complexity. According to the UK Office for National Statistics, April 2020 recorded the highest level of retail online sales at 30% of total retail sales, a drastic increase largely accelerated by Covid-19 panic buying. As a percentage of all retail sales, online sales in January and February 2020 were 20% and 18.9% respectively, a meaningful increase compared to 2.8% in November 2006 when the records began. 

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