E-Commerce is one the most important application of the Internet and e-commerce sites, large and small, are among the biggest digital identity providers and consumers. But are they likely to consume identity from an external source? To examine this question one should answer question such as what does identity mean for e-commerce and particularly to a merchant? What do merchants expect from an identity provider? Can a generic or universal identity provider satisfy commercial needs or will we see the rise of "vertical" identity providers? Why is the adoption of external identity provider such as Facebook, Google, Yahoo, AOL etc. is much lower among e-commerce site? In this talk we focus on identity from a merchants point of view and whether their needs may lead to rise of “commercial identity” akin to social and professional identity.