Digital commerce has been a growth opportunity for retailers and brands for more than 20 years. But today’s demographic shifts and unparalleled advances in smartphone technology have created unique opportunities. Millennials, the generation of digital natives who do not remember a world without the internet, are now the largest segment of the U.S. population and comprise 24% of the European Union’s citizens. Other important changes include the facts that more people now live in cities, automobile ownership in developed markets is decreasing, high-speed internet connections are more prevalent, and smartphone ownership has exploded. This report presents five merchant growth paths to inspire readers to exploit the opportunities that arise from digital channels, once duly reinterpretated per each industry.