The conversation about agile ecommerce with Holden Bale, GVP and Head of Commerce at Huge, highlights the importance of putting the user at the center of everything in commerce. The lines between digital and physical channels are blurring, and companies need to rethink their approach to ecommerce as a channel separate from physical retail. A user-centric perspective requires breaking down walls between channels and reimagining digital across the organization. This involves adopting a mindset where digital is not just an accelerator but also an extension of the total commerce experience, requiring new ways to measure success and incentivize teams. Companies need to focus on modularity and business agility, enabling people-focused teams to develop brand stories that can be applied to any channel.