Chapter 1 : Where we've come from
The second digital commerce transformation is information
ubiquity. This refers to consumers having access to more
information than ever before. Consumers are out of the
darkness, and the light makes them more empowered.
Cosumers have now been exposed to tools, technologies,
communities, and networks, that give them intelligence.
That intelligence in turn gives them power to know about
products, availability, price, reliability of sellers - and the list
goes on and on.
The old days of driving to the mall, going to the store, talking
to a sales associate to discover products is over. That was
the world before information ubiquity.
Today, if you want to buy an underwater camera, a very
specialized product which you formerly needed to go to a
store to talk to an associate and learn about you can now
research & purchase exclusively online.
The world is fundamentally different, and the balance of
power has shifted from sellers to buyers. Surviving in this
new world means thinking differently about how to sell.