Ecommerce continues to be the dramatic growth segment of the retail industry. Average ecommerce growth rates of 20-30% dwarf the anemic single digit same-store growth rates of the bricks and mortar world. The scale of ecommerce has also grown with over 20 retailers surpassing $1 billion online in the US alone. Given all of this growth and growing scale it is hard to remember that ecommerce as an industry is barely 10 years old.

The immaturity of the ecommerce industry shows when one examines the shopper's experience. The dominant shopping paradigm is very familiar to all of us – search by category, browse through thumbnail photos, select an item and place in the cart and then checkout. This fundamental experience is the same now as it was circa 1999. Innovation has occurred largely within this paradigm (better search, faster checkout, etc.)

The key question we should ask is the following: Are we at an inflection point where fundamentally new shopping experiences are possible (e.g. RIA, AJAX) and consumers are ready for them (e.g. Facebook, YouTube)? If so, then we could be in for a period of rapid innovation in ecommerce with new players rapidly taking market share away from established players much like what has happened in the last few years in music, newspapers, magazines, and television.

So what are the options for shopping innovation and how do you determine what will work for you? The answers to these questions are unique to each company we work with. We would be happy to share what we are seeing in the market with you in a conversation. Please feel free to email me at mosofsky@optaros.com