Thoughts on the evolution of e-commerce in the last decade

This article will go through three brand new phenomena that have appeared since the brand-new millennium in the field of commerce, showing just how significant an influence the digital era has had.

The first step towards innovation and transformation in the world of businesses and retail has distinctly been the establishment of online platforms: presently exceptionally prominent, some internet giants in this sector have actually been around for a while, but are by no means losing their success, as revealed by the interest of the head of the activist fund that recently took a stake in eBay. In the history and evolution of e-commerce, this platform has possibly been one of the most important footballers, enabling users to both purchase and sell on it, and with innovative functions such as online auctions, that could be entered from all around the globe. Particularly nowadays, as folks turn out to be much more conscious of how this consumerist society creates lots of waste for products we do not use anymore, being able to sell used things is a really good contribution from this kind of e-commerce on the subject of sustainability.

Possibly the latest development of e-commerce, observed simply in the last couple of years, has been the rise of the figure of the influencer. Closely linked with social media marketing, commerce is slowly relying more on individuals trying and showcasing products to their audience, producing a somewhat more personal connection that a billboard or a regular commercial might not have. With different systems of referrals or rewards, the future of ecommerce might be going hand in hand with that of this certain figure, and systems that facilitate this kind of advertising and online behaviour are benefitting from this phenomenon as well, as seen by the interest of the Chief Executive Officer of the bank that funds Hootsuite.

The domain of commerce is, for very clear reasons, closely linked to that of marketing and advertising, and the introduction of brand-new platforms has absolutely indicated the need for fully new marketing tactics. As consumers, we have surely witnessed a considerable amount of brand-new e-commerce business models and strategies, and the main brand new footballers in this particular field seem to be social networking platforms. As digital marketing becomes a fundamental part of advertising, figures like the founder of one of the greatest funders of Instagram know the changing times, and the platforms themselves have introduced brand new functions that are specifically intended to make online shopping more straightforward, straight from the social network. With the advent of other web platforms becoming progressively much more renowned than the conventional ones, such as streaming movies instead of watching them on tv, a social media upload could replace tv commercials as the advertising style of the future.

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