The contradictions are creating a muddy picture for retailers, and at stake is more than just profits. It’s also the overall economic narrative going into next year — and facing seemingly bleaker economic predictions by the day.
“The last normal year was like 2019, right? Everyone’s business has changed so much since then, it’s really hard to build a model,” said e-commerce fulfillment firm ShipHero CEO Aaron Rubin.
Despite the uncertainty, there’s one group retailers have to get real, and real specific, with about what’s to come — that’s their logistics partners.
