Not long ago, ecommerce was a trendy concept. It was a new way for us to do the things that we did before.
Today, ecommerce is part of our lives. It fundamentally changed the way we do things. Take, for example, the travel and hospitality world: Today we buy our plane tickets online. We do our research, reserve our hotels and book our car rentals online.
We tend to go to our trusted brands first, but our pain threshold is low. If our trusted brand fails us, we look for alternatives and sometimes we find those options give us better experiences.
