Under the trend of digital, e-commerce is changing deeply

A digital wave is deeply and comprehensively affecting and changing our production and life. It is predictable that as this wave of digitization continues, there will be a profound and radical change in every aspect of our lives. As a deeply connected existence with people’s production and life, e-commerce is also having a “chemical reaction” with digitization.

In the past, when it comes to e-commerce, we usually associate them with familiar e-commerce platforms.However, when the dividends of the Internet era are fading away, the existence of these once brought us countless happy memories is also waving goodbye to us, and a new era is coming.

Although the major e-commerce platforms still regard these consumption points as the focus, although the major e-commerce platforms are still playing a very important role in people’s production and life. However, if the development of e-commerce is still only in accordance with the traditional mode and routine, then the development of e-commerce industry is bound to come to a dead end.

A brand new revolution is beginning in the e-commerce industry. The author believes that the deep integration of digitalization and e-commerce will thoroughly influence and change the e-commerce, will thoroughly influence and change our life, and a new era of e-commerce in a real sense will come. To realize the profound changes brought by the wave of digitalization to e-commerce, and grasp the new dividends behind such a change, is the key to continue to achieve development.

Under the wave of digitalization, e-commerce is no longer that e-commerce

According to the classical meaning of e-commerce, the so-called e-commerce is an independent existence of upstream merchants and downstream consumers. It only undertakes the task of matching and docking, and does not participate in the actual production process. In the final analysis, the traditional sense of e-commerce is a platform, is a center. Therefore, how to gather merchants and consumers together on their own platform as much as possible, and how to improve the efficiency of matchmaking and docking as much as possible, almost every e-commerce player must do the work.

The classic e-commerce model is useful while e-commerce players can still play a role in improving productivity. However, until e-commerce no longer has the advantages of scale and efficiency, if we continue to continue the past development model, the development of e-commerce industry is bound to lead into a dead end. Under the wave of digitalization, the transformation of e-commerce is more obvious.

E-commerce is no longer a platform in the classic sense. If the traditional sense of e-commerce to do an induction and summary, platform, no doubt is the most appropriate.When the platform type of e-commerce model, there are still dividends, just to define itself by the platform, and there is a certain space for development. When the dividends of the platform model are no longer there, the platform model is still used to define itself, is bound to reach a dead end.

When the wave of digitalization comes, we are more likely to see that e-commerce is no longer a platform in the classic sense. They are no longer just doing matchmaking and intermediary in a simple sense, but more involved in the industry, through participating in the actual operation of the industry to find more new opportunities for development. In this process, we see the depth of the e-commerce giants’ ability to the industrial end and the improvement of their experience on the consumption end. In short, e-commerce players are no longer defining themselves by their platforms, but are looking for new roles and positions.

Predictably, as the digital wave continues to advance, the platform attributes of e-commerce players will undergo a more radical change. Starting from this, the e-commerce platform will eventually say goodbye to its former self, and a brand new e-commerce platform will come. In such an era, e-commerce players are no longer an independent existence outside the industry, but become a deep industry, and can constantly bring changes to the upstream and downstream of the industry.

A dividend has long ceased to be a dividend in the classic sense. If it is necessary to find the development dividend in the era of e-commerce, I think neither capital nor flow is the most should not be ignored. Through the development of the e-commerce industry, we can see very obviously, but those who can really develop well in the era of e-commerce players, all of them master the capital and flow dividend players; But those who can really occupy the market advantage in the era of e-commerce players, all of them master the capital and flow dividend players.

As the digital age dawns, and especially as the impact and change of digital on traditional industries continues, we are seeing a whole new dividend emerging. If we regard capital and flow as development dividends in the previous era of e-commerce, then resources and retention are development dividends in the new era of e-commerce.

Compared with capital, which is only financial support, resources are more testing of players’ comprehensive ability, which includes both capital and other elements, such as technology; Supply chain, for example. In contrast to traffic, retention is more concerned with the ability to grow with new e-commerce players, rather than merely serve as the role of the traditional e-commerce platform harvest and transformation.

When resources and retention become the new development dividend, we will also see a new evolution will occur and develop in the e-commerce industry. What we’re going to see is the emergence of new business models, new head players. We don’t know who the new head player is. The only thing that can be said for certain is that the player who can truly become the head player is the one who has mastered the resources and saved the dividend.

A driving force is no longer a driving force in the classical sense. For the traditional sense of e-commerce players, their internal driving force, in fact, is the Internet technology, Internet model and a series of derived from the Internet. These are derived from the existence of the Internet, which has become the driving force of traditional e-commerce. One of the most direct results is that traditional e-commerce can only do Internet-style trading, but cannot break out of the Internet.

When the wave of digitalization comes, especially when the new species derived from digitalization, such as technologies and models, gradually mature, digitalization will replace the Internet and become a new driving force for the development of the e-commerce industry. With this as the beginning, we will see a more thorough and in-depth change in the e-commerce industry. With this as the beginning, the e-commerce industry will also have a deep and thorough change.

Different from the Internet age, which only makes matchmaking and docking, and only makes de-intermediation operation, in the digital age, the players of new e-commerce pay more attention to the ability to deeply transform traditional industries, traditional elements and traditional modes. If we regard the era of traditional e-commerce driven by the Internet as the era of creating one platform and center after another, then the era of new e-commerce driven by digitalization will be the era of destroying one platform and center after another.

When the wave of digitalization becomes more and more intense, the e-commerce industry will undergo a deep and thorough change. It can be said that after going through the digital development stage, e-commerce is no longer e-commerce in the traditional sense, or even e-commerce in the traditional sense will no longer exist. Only by earnestly grasping the new development opportunities under such a new trend can we truly grasp the development dividends of the traditional e-commerce era in the past and achieve a new era.

As e-commerce transforms, new dividends begin to emerge

Different from just blindly singing down the e-commerce, the author believes that under the background of the transformation of e-commerce, new dividends are emerging. To understand and grasp these new dividends, and really connect these dividends with changing people’s production and life, can we really get new development.

The dividends of the integration of virtual economy and real economy. At present, avoiding virtual reality is becoming the focus of more and more players, and even some people simply regard avoiding virtual reality as a new development direction. Different from just blindly talking down the virtual economy, the author thinks that under the background of the transformation of e-commerce, the biggest dividend should be the combination of virtual and real, rather than avoiding virtual and real.

According to the author’s understanding, the so-called avoiding the virtual economy to the real, in fact, is to completely change the development model dominated by the virtual economy, to become a development model dominated by the real economy. Although the development model dominated by the real economy can indeed avoid many problems and drawbacks of the virtual economy, just blindly avoiding the virtual economy is real, ignoring the function and role of the virtual economy, is bound to fall into a new cycle.

Just because of this, the author thinks more, the new dividend should be to explore a way and method to realize the combination of virtual economy and real economy. For the e-commerce industry, it is to find a way to use the real economy to fill their own gaps. In this process, we should give play to the functions and roles of the virtual economy. Only when the integration of the virtual economy and the real economy opens a new channel for the development of the e-commerce industry can the new development be truly started.

The new dividend of de-platforming and decentralization. It is certain that when information is greatly enriched, the platform-based and centralized development mode will inevitably bring information redundancy and decrease the docking efficiency. How to solve this problem, the author believes that the most crucial point is to construct a new mode of information docking from the mode of de-platforming and decentralization.

If we want to explore the new dividends of the development of e-commerce in the digital era, the development model of de-platformization and decentralization is undoubtedly the one that cannot be ignored. Many people will ask, de-platforming and decentralization, is not the self-revolution of e-commerce platforms? What about dividends?

In my opinion, this is due to people’s lack of understanding of de-platforming and decentralization. According to the author’s understanding, the so-called de-platforming and decentralization does not mean the elimination of traditional e-commerce platforms and centers, but the new positioning, exploration and development of them. Only by finding their new roles and positioning, and replacing the platform and center role and positioning in the Internet era with new roles and positioning, can we turn the crisis into an opportunity and grasp the new development dividend in the new generation.

The new dividend of supply and demand reconstruction and remix. No matter in the traditional era or in the Internet era, the relationship between supply and demand is rigid and unchanged. When the roles and functions of both sides of supply and demand do not change, then all of our business models must only optimize the supply and demand relationship, not transform the supply and demand relationship.

What we see in e-commerce is also to optimize the traditional sense of supply and demand, rather than change the traditional sense of supply and demand. Of course, this is determined by the technology and mode of the Internet constructed by the e-commerce industry itself. When the digital age comes, what we see is that a series of existence such as the elements constituting the industry and the operation mechanism of the industry are undergoing a profound and thorough change.

Under such a scenario, the relationship between supply and demand would also undergo a profound transformation. One of the most direct manifestations is that supply and demand is no longer a monolithic existence, but an existence that can be reconstructed and remixed. In this context, whoever can master the reconstruction and remix of supply and demand relations, who can rebuild a new set of supply and demand relations, who can grasp the new development dividend.


As the tide of digitization intensifies, we see a whole new change taking place in the e-commerce industry. After such a change, e-commerce will no longer be the e-commerce we know before, and even can say that e-commerce will no longer exist. That is why there is every reason to believe that the dividends in this new era will be much bigger than in the dotcom era.

Only by truly grasping the new development dividends in such a new era, and truly finding the ways and methods to implement these dividends, can we truly enter the digital era in the true sense.


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