Top 10 Trends in Digital Commerce

Much has changed since the first products were sold online in the 1990s. Early instances of e-commerce focused on the transaction, with little emphasis on improving fulfillment, customer service or loyalty. Then, organizations began to hone commerce operations in response to customer desires, offering features like inventory visibility, product reviews and package tracking. Now, organizations focus on more strategic initiatives that will give them competitive advantage in the future, such as providing a unified experience throughout the customer's journey and establishing a trusted relationship with the customer. Sandy Shen, Senior Director Analyst at Gartner, says digital commerce is getting more intelligent and personal.