When companies were working on their business plans to face changes caused by the pandemic was to be able to differentiate between the ad hoc changes and those which would become permanent. Few things seem as clear as the unstoppable advance of business digitalization, with the impact it has on the consumer’s habits, especially in the consumer goods industry. Before the pandemic e-commerce represented 2% of consumer goods total sales. Today, this percentage has stabilized at over 3%, meaning this channel reached a level in one year that was expected to reach in five. Nowadays, many consumers mix physical and digital purchases organically, so companies are focusing their efforts on offering an equally satisfying experience in both “worlds,” blurring the boundaries between physical and virtual. The industry’s main objective, even during the most difficult moments of the pandemic, was to always guarantee supply. This was a great challenge at the beginning of the crisis because the demand from e-commerce doubled overnight. In this landscape, we watched distributors closing deals with delivery operators to solve the last-mile challenge and accelerate deliveries, transforming their premises into distribution centers for digital sales and adapting some of their brick and mortar stores to better provide service, among many other measures. In Spain, we have a network of over 24,000 grocery stores or, to put it another way, one store per 800 residents. This close-to-you model has no match in Europe and means that, once restrictions ease, customers will return to in-person grocery shopping. However, the consumer goods industry knows that there is no turning back point for e-commerce and that the new generations—who are much more digital—will help consolidate its growth. According to AECOC Shopperview data, 80% of customers claim that once the pandemic is over, they will continue to make some of their purchases online; only 7% say they will abandon it. Therefore, the future of consumer goods lies in meeting this new consumer’s needs, who is already organically combining in-store and online purchases and who, regardless of the channel he/she chooses, not only wants to satisfy a need but also wants to enjoy a good experience. ●