eCommerce has merit because its foundation is built on the exchange of information endemic of the Internet and mobile broadband communications that personalizes and makes the relationships between produces, sellers and consumers. In this value equation the user benefits by more fluid marketing and supply channels that results in greater ease of determining the ‘right’ product to meet their needs and also the lowest or most desired price, quality and service level.

A distinction that should be recognized is the gain in the use and, therefore, value of information. The common viewpoint is to view the new environment as enabling the seller to deliver products efficiently, at higher volume and lower cost and for the consumer; in other words, as a benefit to the consumer that stems from the mechanics of the network environment. While the ‘media is the message’, more recognition should be placed on the user’s role in fulfilling its role… in adding value that was not possible in brick and mortar retail or one-sided marketing of the past.

What falls out of the understanding of the consumer’s role and greater position of power that conveys, is the need to reward that role. To some extent that is seen in eCommerce rewards such as frequent buyer discounts but is far from a pervasive element of today’s mobile Internet environment. I believe that one aspect of building success in eCommerce will be building reasonable rewards into the process.