Phygital Economy

Physical and digital, a single layer.

The store is an interface. The product is content. The boundary between worlds dissolves in the user's journey.

Active signals

4 trends in this New Economy

The phone is the main gateway to commerce for millions of people. Purchases must be completed with one hand and few steps.

Searching, asking, comparing, and buying converge across messaging, social networks, search engines, stores, and assistants.

People alternate between voice, text, touch, and presence depending on location, available privacy, and the task they want to solve.

The phone is no longer just a small version of the internet: it concentrates identity, payments, work, entertainment, and connections.