The trading of goods and services by the internet is not a new concept. New compared to the PHCP-PVF distribution industry, sure, but “e-commerce” has been growing and maturing for more than 25 years.
In that time, digital native sellers have created a whole new level of buyer expectations that is unparalleled in both its scale and its penetration of the population. This swift and pervasive success has led some to believe that this model is the most powerful and singularly successful model of e-commerce, and that one must mimic this model as closely as possible to be successful online.