However, it also faces numerous technology challenges. One of the major challenges is ensuring a range of secure digital payment options and protecting sensitive customer data to prevent fraud through strict cybersecurity measures. 

Another challenge is providing a seamless and personalized user experience across multiple devices and platforms, especially as more consumers shop on mobile devices. Additionally, providing a seamless experience across all channels, regardless of where customers choose to engage with your brand, can also be challenging. Finally, finding the right tech partner who can build scalable solutions and work as an extension of the in-house team is crucial.