Coping With the Evolving Online Marketplace
Let me make my point on the speed of the ever-changing world. Try perusing news items from twenty years back and you’ll see what I mean. The economy was a different animal back then, but some things do tend to stay the same in some aspects; for instance, we just played global cop/soldier in the Middle East, but we all know it’s just another ploy to get at their oil (different story, will not try to diverge anymore).
Back then, online commerce was still in its infancy. There weren’t easy payment systems like PayPal back then, though I suppose since credit cards were a thing even before the Web, such transactions could already be facilitated, albeit unsafe for the lack of decent encryption (no SSL yet). Pan back to the present, and you’ll see that anything and everything is bought, sold, and traded over the ‘net with relative ease and safety.
While a couple of decades back, the average internet surfer wasn’t paying squat aside from their online access fees, at the present, basic internet access and most “basic†apps and services are free (Google, Facebook, Twitter, etc.), while people are making online purchases as a matter of course.
You, the internet-powered businessman, have a lot of keeping pace to do. While everything seems fine and dandy with your current online endeavors, the online marketplace is fickle and rapidly changing environment. For instance, there is a consolidation of venues of business, akin to the idea of a mom-and-pop single storefront operation being gradually trampled over by big-ticket superstore chains (e.g. Wal-Mart) and titanic mall developments. Online, the giants that survived through the economic bubbles (and those that rose soon after) are gobbling up the little shops or making it impossible for them to resist in setting up shop within their own storefront services (think eBay and Amazon.com).
To quote a meme appropriate for this predicament, “Wat Do?†Here are some suggestions:
Never All in One Basket
You might have just one enterprise (in the meantime), but this doesn’t mean you should isolate it to just one channel for sales and marketing. While the brick and mortar outlet may actually be optional, having an online commerce site certainly isn’t. Go with the flow and create a “branch in the big commerce sites, assuming you won’t be paying too much (or at all), but do have your own e-commerce site that you own and administer to.