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Ecommerce is no longer an option for a digital transformation strategy

A digital strategy is a multi-step process, allowing to achieve business goals with the help of  various IT tools.

In traditional marketing, the reference point was the so-called funnel, a linear process that started with brand awareness and ended in customer advocacy.

In digital marketing, on the other hand, the process is more complex: the most successful companies are those that build out their business model on a powerful platform.

Increasing customer satisfaction seems to be the main reason behind the digital transformation strategies of many companies that put ecommerce at the center of their digital transformation, due to the fact they identified the key driver to remain competitive and obtain a true loyal customer base.

Indeed, e-commerce offers the possibility to create a customer experience, a fundamental path by which a business can grow.

Thus, the ecommerce is losing its “being electronic” and approaching more and more the “commerce”, a phenomenon spreading in northern Europe and US.

The customer needs, who is looking for a personalized shopping experience, are fully answered by ecommerce, which, thanks to a series of technological innovations, has grown rapidly in the last two years and therefore can no longer be considered a niche in the global sales market.

The online sales numbers are clear: there is only one option

The 2018 e-commerce market is worth 1,785,733 USD. It is estimated that in 2022 it will reach about 2,590,254 USD. The largest share of this market is represented by the fashion sector with a volume of 524,872 USD in 2018. (Source:

The study conducted by Criteo, a French company of personalized retargeting in September 2018, analysing the data of over 5000 retailers located in more than 80 countries, shows the number of transactions carried out in northern Europe – Sweden, Norway and UK in first place – and in Japan grew significantly. More than half of these transactions were conducted through mobile devices, simplifying the user experience.

It is worth noting that the same research highlighted the customers who followed an omnichannel path generated over time 27% of sales, despite representing only 7% of  customers.

To fully meet customer needs and ensure technology scalability in online and wholesale retail, companies have to embrace and implement omnichannel, multichannel, and cloud e-commerce solutions.

Digital strategy with integrated ecommerce solutions

A 2018 digital strategy cannot disregard ecommerce, and should work at improving current workflows and prioritize company objectives. According to Forbes , 76% of B2B organizations are upgrading their firstgeneration web store and utilising existing data and provide the features demanded by customers.

And 72% of companies planning to sell exclusively online in the future increasing need to put their web stores in the centre of a future business growth plan, that is, implement solutions that can be fully integrated into existing infrastructures.

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