“Don’t think of e-commerce as a channel. It’s a way for consumers to research, to buy, to experience brands and then, ultimately, to have them have fulfilled”. These words, by Coca-Cola North America EVP Sandy Douglas, manifest the implementation of e-commerce as a purchase enabler rather than destination.
E-commerce, therefore, is becoming a component of omni-channel commerce, as brick & mortar competitors establish digital presence, and previously pure-play digital competitors establish a physical presence. Online, mobile, physical – all integrate into a seamless shopping experience, with channels blurring, and pureplay competitors entering brick and mortar through acquisitions – and vice versa.
