As applications migrate to cloud native architecture, distinct categories such as point of service (POS), order management systems (OMSes), and B2C commerce will disappear. End user companies will develop their own "heads" for desktop, mobile, voice, and AI-assisted chat interfaces. This report guides application development and delivery (AD&D) professionals in making decisions about choosing, deploying, and orchestrating microservices at scale to deliver timely, compelling customer experiences.