Technology Strategy

How organizations make technology choices that connect business priorities, operating capabilities and long-term value.

Customer checks a phone in a premium store while an associate prepares a package; conversational checkout happens before the website.

Checkout left the website. Who keeps the customer relationship?

TikTok, Google and Meta are moving different parts of commerce into their platforms. For a brand, the key decision is how much control it keeps over orders, data and after-sales service.