Ecommerce is the buying and selling of goods or services through digital ordering channels, including websites, apps and online marketplaces.
How it works in retail
The order is placed digitally, even when collection or payment happens elsewhere. Retailers coordinate product information, checkout, stock availability and fulfillment to complete the transaction.
A retail example
A customer orders a jacket on a retailer’s website and collects it from a local branch.
What to keep in mind
Online revenue is not the same as profit. Shipping, payment fees, returns and marketing costs can materially change the economics of an order.
Examples are illustrative. Terminology and measurement conventions can vary by business and market.