Executive Summary (This is a document excerpt)

eCommerce has come into its own as a key channel for both direct-to-consumer and business-to-business (B2B), and platform solutions to enable them have followed suit. But eCommerce continues to evolve quickly. With the channel increasingly being at the center of strategic initiatives and new marketing tactics, the technology has moved to the middle of the customer relationship, making it central to how a company transacts with consumers across channels. The eCommerce platform and methods for its delivery are changing rapidly. We therefore explore those changes and what they mean for your business and technology investment decisions today.

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