What does e-commerce have in store for the future?
What does e-commerce have in store for the future? The companies that I believe will succeed in differentiating themselves in the future are those that aren't simply selling you something generic that you can get anyplace. They elicit some sort of emotional response. We discussed personalization and data, but it's also about the overall experience. Let's face it if I need something quick and it doesn't matter what brand it is or the quality isn't critical, I'm going to Amazon. I'll get it tomorrow, and it'll most likely be inexpensive. It's difficult to compete with it on a one-on-one basis. However, we are seeing an increasing number of firms, such as TOMS Shoes, where you buy a pair of shoes and they provide a free pair to someone in a developing country. These philanthropy-driven firms make a genuine connection with their customers. Others may tout the fact that their items are produced in a sustainable manner, or that they are manufactured in th...