E-commerce is blurring the swim lanes, but brands should dive in
As retailers, media owners and tech giants all look to attract a new pool of shoppers, every major business is becoming an e-commerce business, argues Roger Dunn.
Today, every major business is an e-commerce business. Retailers like Coles and Woolworths are now media owners, Facebook and Google are turning connections into transactions, consumers are taking control through mobile (and arguably losing it again to algorithms), and publishers are looking to facilitate frictionless shopping, from initial inspiration through to purchase.
Shoppers are the big winners here – but it’s getting more complicated for brands to establish their commerce strategy.
The dominance of marketplaces like Amazon and its rapidly growing advertising business is forcing brands to reconsider how they budget for e-commerce and highlighting lucrative new lines of business.
eComm is where its at!
I made the jump from media to eCommerce recently and can assure you that you wont get that sinking feeling of media depression crap every time you walk into work in the morning.
If you’re considering a slight career pivot… just do it!
So if “every major business is an e-commerce business” … then what is so special about e-commerce? Isn’t it just the new normal?
Very good article Phoebe. Exclusives tend to be murky and most of us get burned at least once, even when the assurances are gold plated. And of course they do matter to the reader/viewers. Television ratings and print readership have proven that.