We all love a good browse online, don’t we? But, do you realise it’s less than 25 years since Amazon started less than 22 since they added their second product range in CDs and DVDs. Before that, they were an online bookstore losing millons because people didn’t like entering their credit card details online!
You can see the history of Amazon here.
Quite remarkable isn’t it? I can clearly remember the first time I entered my card details online. It was with a large degree if dread!
I also remember the first time I tried to get online card processing for an online business. The hoops I had to jump through to be refused by the Bank!
Online Payment Processing
Then along came PayPal and things changed. Everyone had access to online payments all of a sudden. It was epxensive, but it was there.
Nowadays we have all manner of amazing online services to oil the wheels of ecommerce.
Consequently the move to an online sales world is pretty much complete.
High Street Change
The High Street was, of course, squealing before the Covid-19 pandemic. And, that pandemic has surely hastened the demise of most High Streets. In the U.K, my Town’s high street was already reduced to coffee shops, restaurants, banks, estate agents and not much else. Maybe a couple of specialist boutiques and antique shops, oh and jewellers!
You can go in to any of 60 plus coffee establishments and meet the Yummie Mummies supping at their hazelnut, soya lattes and chattering away about their latest SUV. The High Street had changed before Covid!
Covid Accelerating Change
Covid is definitely accelerating the pace of change. Espcially as lockdown after lockdown digs yet another knife into retail on the High Street. I think “out of Twon shopping” will always have it’s place, but the traditional Town high street will be changing – big tme. The change that has already happened will have a natural evolution. I use the word evolution as opposed to conclusion because technology will drive eCommerce to ever new heights.
Again, going back 25 years, Digital Marketers were an after-thought in the IT Deaprtment.
Growth and Change In The Online World
Nowadays, there are many different job functions in an online marketing department. Back when Amazon started no-one had every heard of a Growth Hacker, a Content Marketer or Social Media Manager. All of these roles have developed as technology has driven online marketing.
However, that complexity has meant that an incredible user experience and journey can be delivered for the user. This is why the massive transfer to eCommerce was already well under way. Covid simply sped up the process.
Just as an example, I did 80% of my Xmas shopping online last year. AsI am going to be in self-isolation on my return from Spain in December this year, I reckon that is going to accelerate to 100% in 2020. And that is out of necessity, so you can start to see the sort of inexorable drivers that are killing the high street and moving business into the jaws of the big eCom companies.