E-commerce evolution: Key factors influencing the modern buyer’s experience

The constantly evolving market is becoming more diverse as technology and the drive toward sustainability influence production and marketing. The emergence of e-commerce is boosting the profitability of local companies and products, some of which may even be merely in the conceptualization stages.

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With the expanding coverage of Internet-based markets, the demographic of online shoppers is also accounting for more patrons, including mothers who are loyal store-goers, and seniors who have been influenced by their millennial children.

Convenience. Easily accessible information. Options. These are the fundamental characteristics that draw consumers to e-commerce. With the ubiquity of mobile phones and the Internet that allows unlimited access to intelligent mobile applications, the integration of social media into people's daily routines, and the expedited delivery of goods and services, more consumers are participating in and finding e-commerce transactions more rewarding than traditional shopping.

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But while e-commerce is winning over the crowds, the offline experience is actually evolving as well. The truce between traditional and online shopping is leading to a beneficial relationship as the physical retail store resizes itself to accommodate consumers who do not find online shopping advantageous. Traditional stores are now focused on providing the ultimate buyer experience in-store, customizing service based on consumer demand.

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Success and failure, both for consumers and retailers, not just depend on an accurate understanding of the market, but are also influenced by flexibility in maximizing emerging market trends and responding to the demands of the hyper-empowered consumers immediately.  

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