In 2023, Elodie Perthuisot, Carrefour's Executive Director for e-commerce and digital transformation, met with CEO Alexandre Bompard to discuss strategies for the company's digital initiatives. Carrefour, a global retail giant with over 14,300 stores across 40 countries, had set ambitious goals under Bompard's leadership, including tripling its e-commerce gross merchandise value to 10 billion euros by 2026. However, the shift toward e-commerce, while promising, introduced higher operational costs and had yet to achieve profitability. The financial markets remained uncertain about the outcomes of this strategy, and the pressure was on to deliver tangible results.