Where E-commerce is Today: A New Era of Integrated Commerce
Muliadi Jeo
Omnichannel Evangelist, eCommerce Consultant
IAs we navigate the post-COVID landscape, there’s a common misconception that e-commerce is becoming irrelevant as consumers revert to traditional offline shopping habits. But this perception misses the bigger picture. Ecommerce isn’t just about startups, big investments, or subsidies; it’s about how technology has fundamentally reshaped consumer behavior. The truth is, ecommerce isn’t fading—it’s evolving into a seamless part of our everyday lives.
The Real Drivers of E-commerce: Technology and Consumer Behavior
The digital age has given rise to a new generation of consumers who are more informed, decisive, and demanding than ever before. These digital natives have grown up with the internet, with easy access to information at their fingertips. They don’t just shop online; they live online. For them, the line between online and offline is blurred—if it even exists at all.
As businesses, we need to recognize that the “e” in e-commerce might not even be relevant anymore. Our lives are so intertwined with the digital world that commerce, whether online or offline, has become a single, cohesive experience. This shift requires a fundamental change in how we approach e-commerce—not as a separate entity but as an integral part of our overall business strategy.
The Customer Journey: ICE (Interest, Convert, Engage)
To understand where e-commerce is today, let’s break down the customer journey into three key stages: Interest, Convert, and Engage (ICE).
Interest: Be Present Everywhere
Today’s consumers expect to find what they want on whatever channel they are using. Whether they’re browsing social media, shopping on a marketplace, or visiting a physical store, businesses need to be present across all these channels. Omnichannel presence is no longer optional—it’s essential. The more touch points you have, the more likely you are to capture and maintain consumer interest.
In Southeast Asia, where digital adoption is growing rapidly, this omnichannel approach is particularly crucial. Consumers here engage with multiple platforms daily, and businesses need to meet them where they are. Simply put, there’s no reason not to sell everywhere.
Convert: Eliminate Friction
Once you’ve captured a customer’s interest, the next step is conversion. This is where many businesses falter—by creating unnecessary friction in the buying process. The digital generation is often labeled as impulsive, but that’s a misunderstanding. They’re not making snap decisions; they’re making informed decisions quickly because they already know what they want.
Platforms like TikTok have capitalized on this by shortening the customer journey from discovery to purchase. The ability to shop directly while discovering new products or services is a game-changer. As a business, you need to ensure that when your customer is ready to buy, the process is as smooth and frictionless as possible.
Engage: Build Lasting Relationships
The journey doesn’t end with the sale. In fact, the post-purchase phase is where long-term customer relationships are built. This is where the “engage” part of the ICE framework comes into play.
Engagement means more than just getting repeat business—it’s about creating a first-party relationship with your customers. While third-party marketplaces are great for visibility, direct engagement is key to building loyalty. Do you have a strategy for measuring repeat business versus new customers? Do you have a program that makes your customers not just loyal, but advocates for your brand?
Loyalty programs shouldn’t just be about discounts. The real purpose is to understand what your customers want and to offer them personalized experiences that keep them coming back. In an era where customer expectations are higher than ever, engagement is your most powerful tool for turning transactions into relationships.
The Conclusion: E-commerce is Evolving, Not Fading
So, does ecommerce still exist? Absolutely. But it’s no longer just about selling online. Ecommerce has become so integrated with our daily lives that it’s easy to miss. The real question isn’t how much new business you can gain from ecommerce, but how much you’re losing by not having a strong digital presence. In today’s market, existing customers are more valuable than ever, and failing to engage with them digitally is a missed opportunity.
E-commerce in Southeast Asia is not just surviving—it’s thriving. As businesses, our challenge is to continue evolving alongside it, integrating digital strategies into every aspect of our operations, and meeting our customers where they are. The future of commerce is here, and it’s more intertwined with the digital world than ever before.
