Retailers and brands are using multiple resources — including store associates, dedicated internal teams, partners, and freelance industry experts — to launch (more) digitally enabled person-to-person (P2P) customer interactions. As customer interactions become increasingly hybrid experiences, organizations will use resources more flexibly to serve customer needs across three interaction modes: self-service, automated, and P2P. This report shows digital leaders at brands and retailers how to unlock the potential of P2P commerce.