e-commerce

I come from the traditional advertising world where packaged-goods titans like P&G would buy millions in mass advertising which would stimulate billions in sales. A predictable, reliable engine.

But then the Internet happened.

It opened up virtually all heretofore closed systems: distribution, marketing, promotion. It held the promise of creating a level playing field for all types of merchants – large and small. This was the promise that drove the explosive growth of e-commerce for the past 5 years.

Once upon a time, all you needed to start your web-based business was to put up a website, create an online store, buy some Google ads and then sit back and watch the money come in. But E-Commerce has been evolving. Current E-Commerce tools like SEO and Pay-Per-Click advertising are no longer delivering the bang they once did, so online merchants have been looking at alternatives for building their businesses.