When e-commerce was young, the channel was viewed as an alternative to in-person shopping. But, over the years, as shoppers got more comfortable researching purchases and browsing options online, e-commerce became part of an integrated shopping experience. Today’s consumers expect to be able to move seamlessly from online to in-person and back again – often as part of a single shopping experience.
E-Commerce Starter Guide for Brick-and-Mortar Retailers
When adding an e-commerce channel, there are three main paths:
- Build your e-commerce site from scratch
- Use an e-commerce platform
- Start selling via an existing e-commerce marketplace