E-commerce Evolution

It doesn’t seem all that long ago that the only way for us to buy what we needed was to visit a brick-and-mortar establishment. We had to find a parking spot, browse the store, deal with overly enthusiastic salespeople, wait in line, and hope they had what we needed.

That became a choice rather than a necessity in just a short time. We now have a world full of products at our fingertips in the online marketplace, changing retail for good. However, online businesses have changed the retail industry in many more ways than most people realize.

Let’s take a look at a few of the new benefits we now get to enjoy:


Convenience is one of the most standout advantages associated with online businesses. Whether you want to buy vineyard machinery or a new pair of sneakers, you can now access items that may not be conveniently located in your area.

Nowadays, we never have to travel to find a stockist. Instead, we can type what we need into an internet browser and find websites offering it. Fast and easy shipping processes typically seal the deal.

Wider Reach

Once upon a time, small, local businesses or E-commerce could only cater to the individuals in their region. The occasional passer-through might call in, but those occasions were few and far between.

The internet has been a game-changer in that respect. You can still operate your small, local business, but you can simultaneously attract customers worldwide by offering your wares online. By 2023, at least 71% of small businesses had websites and shipping options to match.


Many of the things we buy aren’t one-off purchases. For example, we need food, beverages, medication, skincare products, and makeup more than once. Many online businesses now offer subscription-based purchase models due to the need for a regular supply of certain products. We get a discount on goods and services and receive them automatically in exchange for paying a regular fee.

Using E-commerce User-Generated Content

In the second quarter of 2023 alone, there were 1.28 million phishing sites detected. That’s why user-generated content is so important for online businesses. More and more online retailers rely on reviews, testimonials, influencers, and social media posts to sell their goods online. Customers are more likely to buy from businesses when they know other customers have had a positive experience.

Personalized Sales

We’re often told that online businesses have removed the ‘personal touch’ from shopping and that we no longer receive the same level of customer service. However, thanks to data analytics and AI, that’s not entirely true.

These innovative tools pay attention to how we shop and what we buy and tailor our shopping experiences to us. Businesses can take note of our shopping behaviors and trends and ensure we see more of the products we like and less of the clutter that makes online shopping a drag.

Virtual Try-On

Online shopping can’t yet entirely mimic the in-store experience. For example, we can’t try on clothes while staring at them through a computer screen. However, virtual try-on technology has made it easier to see ourselves wearing something before committing to the purchase. Many online businesses now offer systems that allow you to overlay their products on pictures of yourself. This tech can make it easier to know whether a pair of glasses, a skirt, or a hair accessory is right for you.

Traditional retail models still have their place in this modern world, but they’re no longer our only option. Online businesses are making shopping convenient, personalised, and easier than ever.