Digital  commerce

Simultaneously, wherever possible, to ensure diversification, product information—and often the sale itself—is executed across multiple, interconnected channels (e.g., search and social, desktop and mobile, native formats, and display campaigns). Since we are removing the salesperson, consultant, and advisor from the process, the remaining elements must be sophisticated enough to replace the traditional relationship.

The key to success in d-commerce is a customer-centric approach. More important than what we want to sell (although this aspect isn’t negligible) is whether the potential customer will be satisfied with their interaction with us before, during, and after the transaction.

The same approach can be applied to selling „traditional” goods delivered in a conventional way. Jeff Bezos did this long ago by focusing on making the experience of interacting with Amazon exceptional. This applied to the breadth of the offer (no matter which segment Amazon entered, it always had the widest and often cheapest range on the market), the quality of product search and reviews, and the presentation itself (e.g., the ability to read a few pages of a book back when e-books weren’t even on the horizon). At the same time, Amazon always tried to bring the best aspects of traditional sales online. The helpdesk was always quickly accessible and helpful in what could be called the „Extra Mile Distance” [https://www.quora.com/Survey-Question-1/What-is-your-favorite-going-the-extra-mile-customer-services-story].

Digital Commerce and Customer-Centricity

As technology and customer awareness evolve, the concept of „customer-centric” also expands, becoming broader. Availability of the offer is no longer just about its variety, but also the timing and method of purchase (mobile-first, buying directly through social media, accessing products from the content you’re reading or watching). It’s not just about traditional marketing, but about trying to build a unique offer for every potential customer based on their needs (segment of one, Marketing Automation, AI). It’s also about not only presenting the product but also building a relationship with the customer and leveraging their feedback (product reviews, social media, dialogue with the customer).

In many market segments, we’ve hit a wall. Apart from a few exceptions, it’s hard to talk about the uniqueness of the offer itself. We’re now in a place where how we sell is more important than what we sell. This is why the digital commerce approach is becoming indispensable in the entire e-commerce sector.