However, in spite of the negatives, the time is now as ripe as it has ever been, to launch an online business to avoid missing the boat. “E-commerce should not be considered an obligatory activity”, points out Damian Jacob, just as we should not predict that virtual sales will wipe out traditional shops in the way that supermarkets decimated minimarkets in their day. Rather than witnessing a struggle between types, we should expect to see the emergence of a mixture of types. Already visible in many trade names: some “pure players” decide to open a showroom while certain “hard-copy” shops complete their supply on the web. This type of arrangement is dictated by the requirements of the clientele who appreciate the flexibility of the Internet media but also like to reserve the possibility of going to a sales outlet to verify the availability of the product, its quality or its appearance etc. “A few years from now, we might not be using the term e-commerce but quite simply commerce.”

On-line purchases should not destroy employment but should definitely change it. The usual functions of salespeople could be transformed into handling tasks, for example. The European Commission estimated that online services could represent more than 20% of growth and net job creation in certain states within the EU, such as France, Germany or England. “FEVAD (Federation of e-commerce and distance selling) has gone so far as to say that this will create a lot more employment than it will create. On this point, I remain cautious. But this sector recruits individuals with few qualifications and in the case of Wallonia, which targets logistics a lot; this could be a way to reduce unemployment.”

The rules of commerce are still valid

But what are the secrets of those involved in online sales who succeed in perpetuating their activity in spite of everything? Damien Jacob identifies three of the main ones. The first: being a good shopkeeper. It is not enough to have perfected an amazing website to attract customers and gain their loyalty. On the net just as behind a counter, the same qualities are required. Reassuring the client, understanding their expectations, negotiating well with suppliers and ensuring that there is a good follow-on. Differentiation is the second secret. Offering a product without added value when the competitor is only a few clicks away would be a miscalculation. It would be better to find a niche and/or a really amazing concept. Finally, the need to construct a certain notoriety should not be forgotten (by using referencing, for example) and taking care to preserve this notoriety by treating clients well enough so that the power of word of mouth works its magic. 

The author also mentions a series of errors to be avoided. Starting up without a solid and well-thought out idea, not choosing good partners, believing that success will quickly be achieved, failing to create a climate of confidence, not reaching the critical size to enable consolidation… “I sometimes meet people who think they will be able to make their business work from a haven in the sun, and who only devote an hour to monitoring the business, having a business on the web generally takes up as much time as a traditional activity!” He adds, smiling.

Above all, the future of e-commerce should involve a multi-channel approach by combining Internet sites and physical drop points but also social networks, smart televisions, tablets etc. The sector will not have finished its third stage of development before a fourth stage begins.