The eCommerce rollercoaster is in full swing, and nobody knows where it is going. COVID-19 presented a unique opportunity for eCommerce businesses to thrive. Resulting in massive consumer demand in the sector that witnessed accelerated human resources hiring, investment in logistics and digital advertising. After this unparalleled boom, eCommerce finds itself at a turning point. Dramatic developments on global scale like the Russia-Ukraine war, inflation or supply chain shocks are pointing at a global recession, leading to a performance slowdown of many major players. More and more earnings of 2022 show figures below expectations. Consequences starting to become real and eCommerce companies cannot hide from down-sizing human resources, redirecting advertising budgets or optimizing inventory costs. Companies need to build resilience, survive the downturn, and thrive in the next cycle. Only by leveraging certain aspects of frictionless commerce and by adopting to new developments such as social commerce or the metaverse, eCommerce can reimagine the path to high profitability again.