E-commerce is changing. Are you coming along?

What started as getting catalogs online and using the Internet as one of the distribution channels, has now become the essential channel. If successful, it can also be a channel for others.

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Over the last few years Amazon.com has changed its business model: they became a platform for e-commerce with nearly 50% of their business driven by merchant relations.

eBay has also changed its business model. They expanded to become the second largest online marketplace and built a similar merchant platform.

Within the last year e-commerce exceeded 17% of all US retail sales and even Walmart built its own merchant platform. As did Sears and other real-world retailers.

Online commerce is no longer about setting up a web storefront and fulfilling orders. Many merchants already send their product information to marketplaces, such as Amazon.com – many receive orders on a daily basis. At this point it’s clear that the number of marketplaces and the complexity of relationships will only grow with time.

In fact, in the multichannel world we are maturing into, every store is a marketplace. For a consumer, this creates an opportunity to purchase new items from their trusted merchants. For merchants, this opens up a whole new world of channels and a new world of products, which they can bundle with their existing inventory.

In this world there is a level playing field for larger marketplaces and small merchants, where analytics tell the merchant which channels have the best performance and which channels may be underutilized.