The increasing dominance of internet giants like Amazon and Alibaba has threatened large SME retailers who have beenforced to develop online capabilities to keep up with them.Many small and medium-sized retailers previously did not prioritise selling online due to focusing on niche products and / orlocal markets. While COVID-19 has shown the need to accelerate the shift to online commerce, these businesses do nottypically have the knowledge, experience, time or budget to set up and manage successful online channels.‒ Many retailers lack the systems or processes to handle the diverse selling and fulfilment demands from online channels.Ultimately, this means a gap between the customers' expectations and what the retailers can provide.