It’s no secret that people are spending more and more time online. It’s also no secret that much of that time is spent, well, spending. However, a lot of the money going to online retailers is money that used to go to brick-and-mortar businesses. Amazon may be the main culprit, but it’s far from alone. As more and more shoppers head to screens instead of stores, brick-and-mortar retailers need to offer better customer experiences if they’re to have a future. The Amazon effect has dramatically changed the way we shop since the company debuted in 1994. This term describes the effect that the entire digital marketplace has had on traditional forms of commerce, like brick-and-mortar retail. Namely, the Amazon effect has introduced consumers to an almost completely frictionless shopping process with near-immediate results (more and more, this refers to delivery, too). However, the Amazon effect has also spilled over into more traditional spaces. Customers now want the same experience, whether they’re in front of their computers or inside a shopping mall. Read more at Forbes.