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The debate and doubt is long over. Gone are the days when an e-commerce division
was the lonely stepchild of a merchant’s business, clamoring to prove its value.
e-Commerce has fully stepped up to assume its rightful place as a critical growth
channel for businesses in just about every industry. And now, with the emergence of
social and mobile commerce, and the continuing integration of these channels with
physical stores and contact centers, the e-commerce infrastructure has gone from
fringe to foundation. e-Commerce platforms are becoming cross-channel platforms,
serving as the core engine powering an entire cross-channel commerce operation. With
this evolution business managers need to think strategically about how to engage, sell
to, and serve customers across all established and emerging channels and devices.