Why Trust Techopedia

What is E-Commerce?

As the world has become increasingly digitalized, e-commerce has become central to modern business, revolutionizing the way goods and services are bought and sold by leveraging the Internet as a sales platform.


Global e-commerce sales are forecast to climb by 9.4% in 2024 to $6.3 trillion – accounting for more than 20% of total retail sales, according to eMarketer. This could rise to more than $8 trillion by 2028, with a 23% share of retail sales.

What is E-Commerce?
Source: insiderintelligence

This article provides an e-commerce definition, exploring its meaning, workings, types, and its future outlook.

Techopedia Explains the Meaning of E-Commerce

E-commerce, short for electronic commerce, refers to the buying and selling of goods and services over the Internet. It encompasses a wide range of transactions, from online retail stores and auctions to business-to-business (B2B) sales and online ticketing systems.

E-commerce allows individuals and businesses to complete purchases and sales electronically, without the need for physical interaction between buyers and sellers.

It has changed the way businesses operate and consumers shop, offering convenience, accessibility, and a global reach – helping to expand commerce beyond the bounds of traditional brick-and-mortar retail methods.


History of E-Commerce

While the concept of buying and selling goods remotely dates back to the early days of mail-order catalogs and telephone orders, the true evolution of e-commerce as we know it today began in the late 20th century.

The 1960s saw the emergence of Electronic Data Interchange (EDI), which allowed businesses to exchange documents and conduct transactions electronically. This laid the groundwork for the digital exchange of goods and services, albeit in a limited capacity.

However, it was not until the advent of the Internet in the 1990s that e-commerce truly took off. With the introduction of secure online payment systems and the development of user-friendly web interfaces, businesses began to explore the potential of selling their products and services online.

Throughout the late 1990s and early 2000s, e-commerce continued to grow rapidly, driven by the proliferation of Internet access and advancements in technology. Online marketplaces such as Amazon and eBay emerged as major players in the e-commerce landscape, offering consumers a wide variety of products and services from multiple sellers.

The introduction of mobile devices further fueled the growth of e-commerce, allowing consumers to shop on the go through mobile apps and responsive websites. The rise of social media platforms has also played a significant role, enabling businesses to reach and engage with customers in new ways.

History of E-Commerce
Source: webopedia

E-commerce has continued to evolve in recent years, with innovations such as same-day delivery, drone delivery, and voice-activated shopping reshaping the way consumers shop online. Additionally, the COVID-19 pandemic accelerated the shift towards e-commerce, as lockdowns and social distancing measures prompted more consumers to turn to online shopping for their everyday needs.

How E-Commerce Works

E-commerce operates through websites and mobile apps that facilitate transactions between buyers and sellers. It involves the interaction of various processes such as product browsing, selection, payment, and delivery, supported by secure payment gateways and logistics services.

  • At the core of an e-commerce operation is an e-commerce platform, which serves as the foundation for an online store. These platforms provide businesses with the tools and functionalities they need to create, manage, and customize their online storefronts. Examples include Shopify, WooCommerce, Magento, and BigCommerce.
  • Businesses set up their online stores by developing websites or mobile applications that showcase their products or services. These platforms are designed to be user-friendly, allowing visitors to browse products, read descriptions, view images, and make purchases seamlessly.
  • Sellers populate their online stores with product listings, including detailed descriptions, images, prices, and available variations. Inventory management systems track stock levels and automatically update product availability to prevent overselling.
  • E-commerce transactions require secure payment processing to protect sensitive financial information. Payment gateways such as PayPal, Stripe, and Square facilitate online payments by encrypting data and verifying transactions in real time, ensuring a safe and seamless checkout experience for customers.
  • When a customer places an order on an e-commerce website, the order details are transmitted to the seller’s backend system for processing. Once an order is confirmed, the seller fulfills the order by picking, packing, and shipping the products to the customer’s designated address.
  • E-commerce platforms leverage data analytics tools to gather insights into customer behavior, sales performance, and website metrics to optimize their marketing strategies, improve product offerings, and enhance overall performance.
  • Security is essential to protect against cyber threats and safeguard customer data. E-commerce platforms implement robust security measures, including SSL encryption, firewall protection, PCI compliance, and regular security audits, to ensure the integrity and confidentiality of sensitive information.

Types of E-Commerce

5 Types of E-Commerce

Business-to-Consumer (B2C)

B2C e-commerce is perhaps the most familiar type, involving transactions between businesses and individual consumers. Businesses sell products or services directly to consumers through online stores, websites, or mobile apps – for instance online retail giants like Amazon, Walmart, and Target.

This model emphasizes customer engagement, personalized shopping experiences, and efficient order fulfillment to meet the needs and preferences of individual consumers.

Business-to-Business (B2B)

B2B e-commerce focuses on transactions between businesses, where one business sells products or services to another for resale, internal use, or production purposes. B2B e-commerce platforms cater to wholesalers, manufacturers, distributors, and other enterprises looking to streamline procurement processes, manage supply chains, and foster partnerships with suppliers and vendors.

Examples include Alibaba, ThomasNet, and Global Sources, which connect businesses worldwide to facilitate bulk purchases and wholesale transactions.

Direct to Consumer (D2C)

D2C has emerged as a disruptive business model in e-commerce, allowing brands to bypass traditional retail channels and sell directly to customers through their own online platforms.

D2C brands have full control over their product offerings, pricing, marketing strategies, and customer relationships, enabling them to deliver personalized experiences and build brand loyalty. By eliminating intermediaries and wholesalers, D2C brands can offer competitive pricing, higher quality products, and greater transparency in sourcing and manufacturing processes.

Moreover, D2C allows brands to collect valuable data insights directly from consumers, enabling them to tailor products, marketing campaigns, and customer experiences to meet evolving needs and preferences.

Consumer-to-Consumer (C2C)

C2C e-commerce enables individuals to buy and sell goods or services directly to other consumers through online marketplaces, classified ads, or peer-to-peer platforms.

This model fosters a decentralized marketplace where individuals can trade pre-owned items, handmade goods, or digital products without the need for intermediaries. Platforms like eBay, Craigslist, and Etsy exemplify C2C e-commerce, empowering users to engage in buying, selling, and auctioning goods within a global community of online buyers and sellers.

Consumer-to-Business (C2B)

C2B e-commerce reverses the traditional buyer-seller dynamic by allowing individual consumers to offer products or services to businesses.

Consumers act as suppliers, freelancers, or content creators, providing goods, services, or expertise to businesses in exchange for compensation. C2B e-commerce platforms, such as Upwork, Fiverr, and Airbnb, connect individuals with businesses seeking freelance talent, creative services, or collaborative opportunities.

Mobile Commerce (M-Commerce)

M-commerce, refers to e-commerce transactions conducted through mobile devices such as smartphones and tablets. This model capitalizes on the ubiquity of mobile technology and the convenience of on-the-go shopping, allowing consumers to browse, shop, and make purchases anytime, anywhere.

M-commerce platforms offer responsive websites, mobile apps, and mobile-friendly payment options optimized for smaller screens and touch interfaces. Examples include mobile banking apps, food delivery services like Uber Eats, and retail apps like Amazon Mobile, which enable seamless shopping experiences on mobile devices.

E-Commerce Revenue Models

There are several different revenue models an e-commerce business can use to generate revenue.

These models include:


Revenue is generated through individual transactions, in which customers purchase products or services at fixed prices or through bidding/auction systems. This model is common in traditional e-commerce retail, online marketplaces, and payment processing platforms.


Customers pay recurring fees at regular intervals to access products, services, or premium content. Examples include streaming services like Netflix, subscription boxes like Birchbox, and software-as-a-service (SaaS) platforms like Adobe Creative Cloud.


Businesses generate revenue by displaying advertisements to website visitors or app users. Revenue is typically earned through pay-per-click (PPC) or pay-per-impression (PPI) advertising models. Examples include search engine advertising (Google Ads), social media advertising (Facebook Ads), and display advertising networks (Google AdSense).

Affiliate Marketing

Revenue is earned through commissions from third-party sales or referrals. Businesses partner with affiliate marketers who promote their products or services through affiliate links, earning a commission for each successful sale or lead generated. Affiliate marketing networks like Amazon Associates and Commission Junction facilitate partnerships between businesses and affiliates, driving sales and revenue through performance-based marketing strategies.

Examples of E-Commerce

  • Amazon: Founded by Jeff Bezos in 1994, Amazon has grown from an online bookstore to one of the largest e-commerce platforms in the world. Offering a vast selection of products across numerous categories, including electronics, apparel, groceries, and digital content, Amazon has revolutionized online retail with its user-friendly interface, fast shipping options like Amazon Prime, and innovative services like Amazon Web Services (AWS) and Amazon Marketplace.
  • Alibaba: Established by Jack Ma in 1999, Alibaba is a Chinese e-commerce conglomerate that operates various online marketplaces, including Alibaba.com for global trade, Taobao for consumer-to-consumer (C2C) sales, and Tmall for business-to-consumer (B2C) transactions. Alibaba facilitates millions of transactions daily, connecting businesses and consumers worldwide and playing a pivotal role in China’s e-commerce ecosystem.
  • eBay: Founded in 1995, eBay is one of the earliest online auction platforms, enabling individuals and businesses to buy and sell a wide range of products through auctions or fixed-price listings. eBay’s global marketplace fosters a community of buyers and sellers, offering unique and hard-to-find items alongside everyday goods, collectibles, and electronics.
  • Shopify: Launched in 2006, Shopify has emerged as a leading e-commerce platform that enables businesses to create and manage online stores with ease. Shopify provides customizable templates, secure payment processing, inventory management tools, and marketing features for entrepreneurs and small-to-medium-sized businesses looking to establish an online presence.
  • Netflix: While primarily known as a streaming service, Netflix exemplifies e-commerce through its subscription-based revenue model. Subscribers pay monthly fees for access to a vast library of movies, TV shows, documentaries, and original content, which they can stream on-demand across various devices.

Top 5 E-Commerce Trends

Top 5 E-Commerce Trends


With the proliferation of smartphones and tablets, mobile commerce continues to gain momentum. Consumers increasingly prefer shopping on mobile devices for their convenience and accessibility. Retailers are optimizing their websites and apps for mobile use, implementing responsive design, intuitive navigation, and seamless checkout processes. Additionally, advancements in mobile payment technologies, such as mobile wallets and one-click checkout options, are further driving the growth of M-commerce.

Omnichannel Retail:

An omnichannel strategy involves providing a seamless shopping experience across multiple channels, including online stores, brick-and-mortar stores, social media platforms, and mobile apps. Retailers are integrating these channels to offer customers greater flexibility and convenience in how they shop, allowing them to research products online, make purchases in-store, and access customer support through various touchpoints.

Personalization and AI-Driven Recommendations:

Personalization has become an important buzzword in e-commerce and is key to providing seamless omnichannel experiences. Businesses are increasingly leveraging artificial intelligence (AI) and machine learning algorithms to analyze customer data and deliver tailored shopping experiences. By tracking user behavior, preferences, and past purchases, e-commerce platforms can recommend relevant products and provide personalized promotions to individual shoppers. This level of personalization enhances engagement, increases conversion rates, and fosters customer loyalty in a competitive market.

Voice commerce (V-commerce):

Voice commerce is gaining traction as voice-activated smart devices, such as smart speakers and virtual assistants, become increasingly prevalent in households worldwide. Consumers can use voice commands to search for products, place orders, and track deliveries, streamlining the shopping process and eliminating the need for manual input.

Sustainability and Ethical Practices:

As consumers become more environmentally and socially conscious, there is a growing demand for sustainable and ethically sourced products in e-commerce. Businesses are adopting sustainable practices throughout the supply chain, reducing carbon footprints, minimizing waste, and supporting fair labor practices. These initiatives contribute to brand differentiation.

Pros and Cons of E-Commerce


  • Allows businesses to reach customers worldwide, breaking down geographical barriers
  • Customers can shop anytime, anywhere, without the constraints of traditional store hours or locations
  • Eliminates the need for physical storefronts, reducing overhead costs associated with rent, utilities, and staffing
  • E-commerce platforms leverage data analytics to deliver personalized product recommendations and targeted marketing messages to customers
  • E-commerce businesses have access to valuable data insights, including customer behavior, preferences, and purchase history


  • E-commerce transactions may be vulnerable to hacking, data breaches, and fraudulent activities
  • Online shopping lacks the personal touch and immediate assistance provided by in-person interactions
  • Fulfillment, shipping, and delivery logistics can be complex and costly, especially for small businesses
  • E-commerce landscape is highly competitive, with countless businesses vying for the attention and loyalty of consumers
  • Not all consumers have equal access to the internet or technology, leading to disparities in e-commerce participation and access to online goods and services.

How to Start an E-Commerce Business?

If you’re looking to start an e-commerce business, it involves several key steps – most of which need to happen before you can start selling.

Market ResearchBusiness Plan DevelopmentChoose an E-commerce PlatformSource Product and Establish Inventory ManagementDevelopment and Design an E-commerce StoreDevelop Marketing StrategyEnsure Legal and Regulatory ComplianceLaunch

Conduct thorough research to identify potential opportunities, target demographics, and competitive landscape in your target market.

Create a comprehensive business plan outlining your vision, target market, products or services, marketing strategies, financial projections, and operational plan.

Select the right e-commerce platform that aligns with your business needs, budget, and technical requirements.

Source high-quality products and establish relationships with suppliers, manufacturers, or wholesalers to procure inventory, negotiate pricing, and ensure timely restocking.

Design a user-friendly and visually appealing website that showcases your products or services, communicates your brand identity, and facilitates seamless navigation and checkout experiences.

Develop a comprehensive marketing strategy to attract, engage, and retain customers through various channels.

Ensure compliance with local, national, and international laws and regulations governing e-commerce operations.

Launch your e-commerce business and continuously monitor performance metrics, customer feedback, and market trends to identify areas for improvement and optimization.

By following these steps and leveraging the right tools and resources, you can successfully launch and grow an e-commerce business, reaching new customers and driving sales.

Future of E-Commerce

The future of e-commerce will be shaped by continued technological advancements, changing consumer behaviors, and evolving market dynamics.

Key trends shaping its future include the proliferation of mobile commerce, the integration of AI and machine learning, augmented reality (AR), virtual reality (VR), and blockchain.

These technologies will further revolutionize the way consumers shop online, offering personalized shopping experiences, immersive product visualization, secure transactions, and decentralized marketplaces.

Cross-border e-commerce will expand as businesses leverage digital technologies to reach global markets and cater to international consumers. With the removal of geographical barriers and the growth of international shipping networks, e-commerce businesses will tap into new opportunities for growth and expansion, offering products and services to diverse audiences worldwide.

The industry is likely to see the emergence of new business models, marketplaces, and platforms that disrupt traditional retail paradigms and foster innovation in the digital marketplace.

From peer-to-peer marketplaces and subscription-based services to decentralized e-commerce platforms and social commerce channels, entrepreneurs and businesses will experiment with novel approaches to e-commerce, driving creativity, competition, and entrepreneurship in the global economy.


What is e-commerce in simple terms?

What is an example of e-commerce?

Does e-commerce make money?

What is the main purpose of e-commerce?


  1. Industries Overview (Insider Intelligence)

Related Questions

Related Terms

Nicole Willing
Technology Journalist
Nicole Willing
Technology Journalist

Nicole is a professional journalist with 20 years of experience in writing and editing. Her expertise spans both the tech and financial industries. She has developed expertise in covering commodity, equity, and cryptocurrency markets, as well as the latest trends across the technology sector, from semiconductors to electric vehicles. She holds a degree in Journalism from City University, London. Having embraced the digital nomad lifestyle, she can usually be found on the beach brushing sand out of her keyboard in between snorkeling trips.