This is an eBook review, “Digital Commerce Guide 2020”.

Merriam-Webster reports that the word e-commerce, defined as “online-based commerce,” first came out in 1993 in a class that included a website, a cybersurfer and a click.

Today, almost 30 years later, one could argue that a more accurate definition of e-commerce is “commerce is done everywhere”.

Think about your last few online purchases. Yes, they were enabled via phone, laptop, device or desktop, but where were you physically when you hit the buy button?

On holiday at work? To bed before entering? During your morning commute? In a completely unrelated store?

Like you, your customers are constrained by the traditional notion of retail, so if you take care of their whims and needs, your business should be revealed in every place they hang out. This will require cutting-edge technology and a commitment to creativity and innovation.

When a buyer or potential customer finds you, they want you to know something about them – especially if they have been shopping with you before. More specifically, as many as 68% of consumers agree that personalized experiences are important.

Assuming you pass the personalization test, you will be better prepared to answer any questions or concerns. The conversation shop, often turned to automated chatbots, is driven by personalized queries at all times of the day, with the ability to contact the right person within hours.

Overall, the 2020 store experience relies heavily on increased service standards, and today’s customers expect:

  • 24/7 quick response accessibility
  • Brand integration with your daily life
  • Responsible and secure handling of personal information
  • An internet presence that reflects the relationship with any brick and mortar experience

Challenging? Bet.

Fortunately, advances in UX platforms using technologies such as AI, machine learning, and cloud computing make it previously impossible for relatively manageable marketers of most sizes.

For a deeper look at the nuances of today’s e-commerce environment, see the “Digital Commerce 2020 Guide”.


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Kerby Meyers

An independent consultant, specializing in the development of relevant messaging and strategic content, Kerby Meyers helps ensure that clients’ communications efforts resonate with customers, prospects, employees and investors. For more than a decade, it has been connecting corporations with key stakeholders, focusing on companies in the financial services industry.



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