August 31, 2022


Retail professionals like us talk about eCommerce as if it’s one homogenous thing.


eCommerce is what’s sold online. It’s what the Census Bureau reports. It’s what Amazon dominates. It’s a growing segment of Walmart and Target’s business. It’s how new brands go to market.


eCommerce is a singular concept because the term is used to contrast with Brick & Mortar. It’s tied to the consumer’s experience, meaning they used their iPhone or their PC to buy a widget whether that’s on or

But for consumer brand professionals, the term shouldn’t be singular at all.

There is digital-based eCommerce like Amazon, store-based eCommerce like Target or Instacart, and then a spectrum of in-between models that do both like Walmart or Home Depot.

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