Exactly as predicted by e-gurus 15 years ago, e-commerce is hotter than
ever. Whether in mature markets, where consumer spending is shifting
online, or in growth markets where rapid urbanization and increasing
(mobile) internet penetration are unlocking new shopping habits, shoppers
are ‘e-commercing’ it up.
Now, consumers’ current ‘online’ experiences are of course fundamentally
different to those during the early dotcom boom: e-commerce is no longer
just about choice, price, convenience, reviews and ratings, but also about
everything that consumers look for in any purchase: status, the right
product and a compelling experience.