Definition of Digital Commerce
Gartner, a leading technology research firm, defines digital commerce as:
“The buying and selling of goods and services using the Internet, mobile networks and commerce infrastructure. It includes research and marketing activities that support these transactions, including the people, processes and technologies to execute at all touch points throughout the customer buying journey.”
– Gartner Hype Cycle for Digital Commerce 2014, 29 July, 2014. David Kohler, Gene Alvarez
Digital commerce goes well beyond a simple online transaction. It also includes research, development, marketing, servicing, selling and buying products (the entire customer experience) for all devices and platforms including desktops, mobile/tablets, social networks, etc.
For example, a manufacturing company needs to do more than just B2B eCommerce for their customers. They need to provide branded and consistent content to their customers, allow their customers and sales reps to interact online through tools such as portals and give the end-user (or consumer) tools to find the right product or content and a place to purchase it.