Ecommerce IS Retail: Digital has become one with the physical retail environment and omnichannel is the driver merging these environments. Consumers are looking for convenience when buying a product, regardless of channel. Many retail executives are faced with the task of integrating their ecommerce units with their store units and treating ecommerce as part of the retail environment rather than a separate channel, or even a separate store. This means integration of services, capabilities, inventories, and data.