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From ‘reinvention exhaustion’ to ‘friction absorption’: the e-commerce elves who make your groceries and clothes appear are worn out

Posted on June 3, 2026
By Fortune
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1 min read

From ‘reinvention exhaustion’ to ‘friction absorption’: the e-commerce elves who make your groceries and clothes appear are worn out

The execs behind your seamless online orders have survived COVID, mass reorgs and years of nonstop disruption. Now AI wants them to reinvent themselves.