M-commerce has continued to evolve in recent months as consumers experiment with how the technology fits into their purchasing habits. M-commerce has grown over time, with an increasing number of consumers using their mobile devices to research and make online orders.
Following a summer of acquisitions and growth from Amazon, a larger narrative began to form for legacy retailers. They were viewed as stagnate and doomed to fall to the growing e-commerce market. However, shifts in business strategy coupled with a newfound omni-channel blend has lead to encouraging results for big-box retailers. Walmart has been one of the major companies leading the charge into this new, e-commerce-fueled era.
For some Americans, the holiday shopping season begins on Black Friday. But for many others, e-commerce and pre-Black Friday online deals have continued to push holiday shopping earlier and earlier in November. Earlier in November,Adobe predicted holiday shoppers would spend $107 billion during the holiday season (officially Nov. 1-Dec. 31). At this point in time, U.S. shoppers are on pace to spend $109 billion.
Facebook and Google provide high ROI and easy-to-manage online advertising options for thousands of businesses but have put the pressure on advertising agencies of all sizes to innovate. The duopoly is now predicted to attract 60 percent of all online advertising spending in 2017, according to eMarketer.
ESPN's restructuring phase continues as their focus continually shifts towards the presence of digital audiences and online advertising in mind. ESPN, owned by Disney, will now track TV and digital viewership from Nielsen Total Audience as one metric, as reported by Business Insider. As the first media company to sign such a deal, it will take ESPN three weeks to receive the data from Nielsen.
The effects of e-commerce on the economy, specifically within the retail market, have remained little more than speculation for the past few years. Most theories on the future of e-commerce sit somewhere between a trend which will eventually pass and a period of the "retail apocalypse" which signifies an end for legacy retailers.
The physical retail marketplace continually changes due to its susceptibility to multiple variables such as consumer preferences and the automation movement. The initial emerging narrative spelled doom for legacy physical retailers and constructed a future in which e-commerce dominates the retail marketplace. However, new studies and data suggests retailers who have learned to adapt to market trends will persist as consumers find a middle ground between e-commerce and physical retail options.
Near the beginning of its rise to prominence, e-commerce was seen as an "all or nothing" endeavor. Businesses were either entirely committed to a physical, retail presence or built their business around e-commerce. But as the platform has evolved, many businesses have achieved synergy by molding e-commerce to fit their existing business models in order to match the needs of their customers.
Dirxion customer Ulta Beauty's mobile traffic to their website increased by 104 percent with their total traffic increasing by 74 percent, according to FierceRetail. The increase is in part due to Ulta's investments in online advertising and paid promotion programs through social media platforms.
Earlier this month, Amazon revealed their Amazon Business marketplace passed the one million customer mark since its launch in April of 2015. According to the official website, "Amazon Business provides purchasing solutions that let registered businesses and their designated users shop for business supplies on Amazon. People who have a business user account can purchase on Amazon.com on behalf of their employer."