eCommerce is a different ballgame than traditional Retail – and quite complex in its own way. Mid-sized Brands and retailers often face challenges in building and running full eCommerce capabilities internally, as it requires specialized technology and operational knowledge, as well as more nimble, fast-tracked decision making. Senior Management of Brands and Retailers prefer to spend their energy on demand generation (advertising & marketing) and retail operations, leaving the daily eCommerce operations to the eCommerce.