The retail world is in transition: Brick-and-mortar stores are losing customers to e-commerce, and consumers are expecting more from the traditional shopping experience. Retail has to rethink itself.

That’s the message Kirsten Green, founder of VC firm Forerunner Ventures, gave today during a presentation to Code Commerce attendees in New York City.

To illustrate the tricky situation, Green noted that 43 percent of consumers admit “owning today feels like a burden.” Additionally, 77 percent of people say social media is the main source of inspiration for the products they buy.

Green knows what she’s talking about. Her firm has had uncanny success backing e-commerce startups. It was the lead backer in Dollar Shave Club, which sold to Unilever for $1 billion, and it invested in Jet.com, which Walmart acquired for $3.3 billion.

Watch her full presentation from Code Commerce in New York.

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