24 Jan Get Ready for the Fourth Wave of E-commerce
The Fourth Wave of E-commerce: Why Customer Engagement Is the Key to Profit
The Four Waves of E-Commerce
Wave 1 (1990s): E-commerce emerges—basic brand websites.
Wave 2 (2000s): Online shopping becomes mainstream.
Wave 3 (2010s): Retailers leverage data to replace brands with private labels.
Wave 4 (Now): Brand manufacturers go direct-to-consumer (DTC) to regain control.
Profit Comes Down to One Thing
Success in business hinges on serving customers profitably.
Customer engagement drives value and is central to long-term growth.
Companies focused on Economic Engagement see 2x profit growth.
Retailers Hold the Power—for Now
Giants like Walmart and Amazon dominate consumer data and margins.
Their control of point-of-purchase info fuels private-label growth.
Brands are squeezed unless they evolve.
The DTC Advantage for Brand Manufacturers
DTC channels give brands back consumer access and insights.
Enable real-time feedback, better marketing, and faster product improvements.
Balances power between brands and retailers.
Why Pushing Customer Engagement Matters
Helps brands:
Build direct consumer relationships
Improve personalization and loyalty
Gain critical data for innovation
Strengthen brand equity
Direct Examples of Success for E-commerce
World Pantry thrives with strong customer engagement and high NPS scores.
Effective DTC strategies support both standalone and omnichannel growth.
Don’t Miss the Fourth Wave of E-commerce
Brands that don’t adapt risk:
Lower margins
Displacement by store brands
Weakened consumer loyalty
Engaging customers directly is now essential to staying competitive.