This podcast introduces the concept of digital twins and their growing importance in eCommerce and retail. They define digital twins as virtual representations of physical products, customers, or operational processes, and highlight their capacity to simulate behaviours and improve decision-making. 

Applications span personalised shopping experiences through interactive product visualisation, enhanced product development via real-time consumer insights, and optimised supply chain management. 

The authors stress digital twins' role in predictive consumer insights, sustainable practices, and potential advancements through AI, AR, 5G, and expansion into new retail sectors. 

Adopting digital twins can give retail firms an early-mover advantage if implemented alongside an established digital culture to keep the twins reliable and up to date.