E-commerce
E-commerce is the buying and selling of goods and services online, through a brand's own site, a marketplace or a social platform.
Why It Matters
It changed the economics of retail from footfall and location to acquisition cost and logistics, and the winners are decided as much by delivery as by price.
Related Terms
- Direct-to-ConsumerDirect-to-consumer is selling straight to the customer, through a brand's own channels, rather than through wholesalers or retailers.
- MarketplaceA marketplace is a business that connects buyers and sellers and takes a fee on the transactions between them, without owning the inventory itself.
- RetailRetail is the sale of goods to the public, through shops, online channels or both together.
- Consumer BehaviourConsumer behaviour is the study of how people decide what to buy: what they notice, what they compare, what they will pay and what makes them return.
VANTAGE52 Coverage
Published reporting filed under the topics behind this concept.
Zara Is Rethinking How It Expands
Inditex is turning to the U.S. for its next phase of growth, using online demand and store performance to make more selective decisions about where and how to expand.
How Reflect Studio Is Turning Merchandise Into a New Commercial Model in Turkiye
Reflect Studio is building a business around merchandise, culture and community, working with names such as Galatasaray, the Turkish Volleyball Federation, MUBI, Socrates, Duman and mor ve ötesi.
How Etsy Is Building a New Economy Around Independent Sellers
Etsy is moving beyond the traditional marketplace model as AI-powered discovery, personalization and global commerce reshape how independent businesses reach consumers.
How Did Bryant Park Become One of New York’s Most Powerful Commercial Areas?
Bryant Park has evolved into one of New York’s most notable commercial ecosystems, bringing together shops, restaurants and global brand partnerships.
Marc Jacobs Enters A New Era After LVMH Ownership
WHP Global and G-III take the brand from LVMH, with Jacobs himself staying as creative director.
ZOVIA Is Redefining Timeless Femininity In Modern Womenswear
Founded in Istanbul by Ilkim Ozturk, the womenswear label is building a digital-first identity around muslin, lace and Mediterranean ease. Its bet is that a consistent aesthetic outlasts the trend cycle.
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