When the ecommerce boom first hit, retailers scrambled to develop an online presence. Whole departments were created to manage this separate branch of commerce and create an identity and back end that was both distinct and similar to their brick-and-mortar experience.
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At the time, it made sense that the ecommerce business and the brick-and-mortar business should be run in separate silos. After all, something that seemed so new required a different approach from traditional retail — or at least that was the thinking at the time.
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