{"id":136915,"date":"2025-07-24T12:39:52","date_gmt":"2025-07-24T07:09:52","guid":{"rendered":"https:\/\/anchanto.com\/?p=136915"},"modified":"2025-08-25T12:34:06","modified_gmt":"2025-08-25T07:04:06","slug":"why-e-commerce-isnt-a-channel-anymore-and-what-that-means-for-brands","status":"publish","type":"post","link":"https:\/\/prod-qa.anchanto.com\/en-sg\/why-e-commerce-isnt-a-channel-anymore-and-what-that-means-for-brands\/","title":{"rendered":"Why E-commerce Isn\u2019t a \u2018Channel\u2019 Anymore And What That Means for Brands"},"content":{"rendered":"\n<p>If there\u2019s one thing enterprise <strong>brands still get wrong about e-commerce, it\u2019s that they treat it like a project, not a transformation<\/strong>. E-commerce is not just a sales channel. It\u2019s a business model, that can help you compete, grow, and win.<\/p>\n\n\n\n<p>In a recent podcast with <strong>our CMO, Charles Py, Anirudh Venkat, <a href=\"https:\/\/anchanto.com\/en-sg\/\" target=\"_blank\" rel=\"noreferrer noopener\">Anchanto<\/a>\u2019s Country Head for Singapore, laid bare what most e-commerce roadmaps miss<\/strong> and why even the biggest names still struggle with scale, structure, and success.<\/p>\n\n\n\n<p>Here\u2019s what we unpacked:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-start-with-the-shopper-not-the-sales-channel\">Start with the Shopper, Not the Sales Channel<\/h2>\n\n\n\n<p>Anirudh says that his process of shopping for products includes online research before he buys offline. This behavior of seamlessly switching across platforms is not unique one. Many consumers like to gather information about products online before going to physical stores to experience them and buy them. In some cases, the process is reversed, where the offline research helps consumers see and experience the product. Once they make up their mind, they purchase the product online for convenient delivery or perhaps better pricing.<\/p>\n\n\n\n<p>Currently, this is the norm when it comes to shopping. But many brands still see online and offline as competing camps. But <strong>all commerce is e-commerce today because even in-store purchases are powered by connected systems now<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-not-all-brands-think-alike\">Not All Brands Think Alike<\/h2>\n\n\n\n<p>Anirudh believes that brands using e-commerce have different purposes for it. So, based on their usage and intent, he categorizes them into the following segments:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Mass Market:<\/strong> Brands fall into this category when they focus on using e-commerce to sell more and to scale. They believe that online channels will suit their goals because the cost to serve tends to be lower as there is less capital online. Additionally, their focus is also mainly on price, or on making sure they are able to drive the right volume through the right channel.<\/li>\n\n\n\n<li><strong>Mass Affluent: <\/strong>The brands that a part of this segment see e-commerce through two lenses &#8211; the marketplace business model and the D2C business model. Their aim is to find a balance between both models because each one serves a different purpose. So they are in that sort of process of trying to find the exact right balance for them.<\/li>\n\n\n\n<li><strong>Luxury:<\/strong> Brands in this segment consider e-commerce as a means to extend premium experiences through digital platforms. For example, offering white glove service or concierge services, through online channels for efficiency. Their intention is to extend their reach to existing customers and to acquire customers from competing luxury brands. So, their focus really is on building digital experiences online and the process of delivering those experiences.<\/li>\n<\/ul>\n\n\n\n<p>Understand that each of these segments interacts with e-commerce differently based on how brands and retailers would like to shape their business strategy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-e-commerce-is-a-layer-across-functions\">E-commerce is a Layer Across Functions<\/h2>\n\n\n\n<p>Mature companies treat e-commerce as an operational layer across functions. It\u2019s not just a channel owned by one team (like IT, marketing, or retail).<\/p>\n\n\n\n<p>That said, Anirudh says that <strong>if the supply chain or finance team is involved in the management of e-commerce, the business is generally more mature in terms of how they look at e-commerce<\/strong> holistically. If it\u2019s just marketing teams, sales, etc., the company would be less mature because their focus is more transactional. When interacting with these ICPs ((Ideal Customer Profiles), we notice that they are looking for systems that will immediately increase ROI on purchase.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>According to Anirudh, <strong>\u201cThe most successful brands replicate entire digital organizations\u2014marketing, supply chain, ops\u2014all for e-commerce.\u201d<\/strong><\/em><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-digital-projects-fail-when-you-misjudge-the-effort\">Digital Projects Fail When You Misjudge the Effort<\/h2>\n\n\n\n<p>Based on his observations of the e-commerce market, Anirudh says that <strong>many e-commerce projects fail because of poor staffing.<\/strong> Marketplace hires often struggle in-house as they\u2019re used to massive support teams and reassigned retail staff may not fully grasp digital execution<\/p>\n\n\n\n<p>To succeed, you need digital-native execution teams and executive sponsorship that sees e-commerce as a transformation, not a sales experiment. You also need realistic expectations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-does-real-omnichannel-look-like\">What Does Real Omnichannel Look Like?<\/h2>\n\n\n\n<p>There is no one global omnichannel perspective. If we go back to the assumptions that <a href=\"https:\/\/anchanto.com\/en-sg\/top-omnichannel-challenges-and-solutions\/\" target=\"_blank\" rel=\"noreferrer noopener\">the concept of omnichannel<\/a> was built on, we can summarize them into two points:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>to serve every customer in a consistent way and make sure every customer has a consistent experience of the brand<\/li>\n\n\n\n<li>to provide hyper personalization at every point of sale with data on what a client likes, wants, etc.<\/li>\n<\/ul>\n\n\n\n<p>This is not applicable to all products. <strong>Some are mass market products that do not need this level of personalization. So, the need and use of omnichannel will change over time<\/strong>. Anirudh says that there may come a time when businesses may use hyper personalization through omnichannel for the purpose of education or discovery but not from an execution point of view.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Anchanto Podcast ft. Anirudh Venkat\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/LTAwCIpIEv0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mass-market-vs-mass-affluent-different-battles\">Mass Market vs. Mass Affluent: Different Battles<\/h2>\n\n\n\n<p>The goals are not the same and neither are the investments for these segments. <strong>Mass Market players are in it for reach, speed, and cost control. They rely on marketplaces and aim for operational efficiency<\/strong>, faster fulfillment, cleaner data, smoother integrations, fewer errors.<\/p>\n\n\n\n<p>Mass Affluent brands walk a tighter rope. For them, e-commerce is about depth, not just scale. That means:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Finding the right D2C vs. marketplace balance<\/li>\n\n\n\n<li>Aggregating first-party data<\/li>\n\n\n\n<li>Investing in CRM and loyalty tools<\/li>\n\n\n\n<li>Building smarter checkouts and more personalized experiences<\/li>\n\n\n\n<li>Making sure their digital storefront can keep evolving (because locking into a 5-year tech stack is a growth killer)<\/li>\n<\/ul>\n\n\n\n<p>What works for one segment won\u2019t work for the other. Trying to copy-paste strategies across tiers only leads to confusion\u2014or worse, cost.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-rfps-say-everything-about-your-maturity\">RFPs Say Everything About Your Maturity<\/h2>\n\n\n\n<p>Anirudh makes a sharp observation on<strong> how a company writes its RFP says a lot about how it thinks about digital retail<\/strong>. If your RFP is still asking vendors for a 5-year product roadmap, you&#8217;re operating in a static world. But e-commerce doesn\u2019t work like that. Platforms change. Marketplaces evolve. Buyer behavior shifts very fast.<\/p>\n\n\n\n<p>Today, the best RFPs are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Flexible<\/li>\n\n\n\n<li>Modular<\/li>\n\n\n\n<li>Focused on business outcomes, not feature checklists<\/li>\n\n\n\n<li>Built for iteration, not finality<\/li>\n<\/ul>\n\n\n\n<p>You can\u2019t plan five years of digital approach in one go. But you can build an organization that knows how to move when the market does.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-success-actually-looks-like-in-d2c\">What Success Actually Looks Like in D2C<\/h2>\n\n\n\n<p><strong>Nike made waves by <a href=\"https:\/\/anchanto.com\/en-sg\/direct-to-consumer-d2c-model\/\" target=\"_blank\" rel=\"noreferrer noopener\">going all-in on D2C<\/a> and then stepping back toward wholesale and retail<\/strong>. Some called it a retreat. But <strong>Anirudh<\/strong> sees it differently. He <strong>says it was a correction, not a collapse<\/strong>.<\/p>\n\n\n\n<p>Meanwhile <strong>other brands have steadily leaned into marketplaces, D2C, and social<\/strong>. They haven\u2019t abandoned one model for another\u2014they\u2019ve tailored their mix by brand, product, and geography.<\/p>\n\n\n\n<p>The takeaway so the takeaway is that success in e-commerce isn\u2019t about winning with one model. It\u2019s about knowing when and where to shift your weight. D2C might work for one line, while retail drives volume for another.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-social-commerce-is-here-to-stay-but-use-it-differently\">Social Commerce Is Here to Stay, But Use It Differently<\/h2>\n\n\n\n<p>TikTok, Instagram, and WhatsApp are not just channels. They\u2019re ecosystems. But what you use them for depends on your brand.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mass market brands use it to drive traffic and close sales.<\/li>\n\n\n\n<li>Mass affluent brands use it for discovery and brand building.<\/li>\n\n\n\n<li>Luxury brands use it to curated digital experiences and service, not conversions.<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em><strong>\u201cNot every channel is for closing,\u201d<\/strong> says Anirudh. <strong>\u201cSome are for sparking interest.\u201d<\/strong><\/em><\/p>\n<\/blockquote>\n\n\n\n<p>Social is less about checkout and more about connection. Especially as AI search grows, your brand\u2019s presence in these channels will shape awareness, even if it doesn\u2019t immediately convert.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-to-scale-e-commerce-you-must-get-organized\">To Scale E-commerce, You Must Get Organized<\/h2>\n\n\n\n<p>A lot of businesses say they want to scale but only a few are structurally ready to do it. Businesses that are prepared usually have:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cross-functional digital teams that own execution<\/li>\n\n\n\n<li>Systems that support\u2014not slow\u2014them down<\/li>\n\n\n\n<li>Less obsession with aesthetics, more focus on outcomes<\/li>\n\n\n\n<li>Constant iteration (because your first version will never be your best)<\/li>\n<\/ul>\n\n\n\n<p><strong>Vision doesn\u2019t win markets, execution does. And execution needs structure.<\/strong><\/p>\n\n\n\n<p>These takeaways just scratch the surface. Brands that succeed don\u2019t treat e-commerce as a side channel\u2014they build the structure to support it across teams, markets, and models.<\/p>\n\n\n\n<p>If you\u2019re rethinking your approach or gearing up to scale, this conversation is worth your time.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=LTAwCIpIEv0\" target=\"_blank\" rel=\"noreferrer noopener\">Watch the full podcast for more sharp insights on what works and what doesn\u2019t.<\/a><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If there\u2019s one thing enterprise brands still get wrong about e-commerce, it\u2019s that they tre&#8230;<\/p>\n","protected":false},"author":27,"featured_media":133864,"comment_status":"closed","ping_status":"open","sticky":false,"template":"template-single-with-sidebar.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1462],"tags":[278,283,717,203,390],"class_list":["post-136915","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogs-en-sg","tag-anchanto-solutions","tag-centralized-sales-management","tag-d2c-e-commerce-sg","tag-e-commerce","tag-omnichannel-retail"],"acf":false,"reading_time":"7","categories_list":[{"id":1462,"name":"Blogs","link":"https:\/\/prod-qa.anchanto.com\/en-sg\/resources\/blogs-en-sg\/"}],"featured_image_url":"https:\/\/prod-qa.anchanto.com\/wp-content\/uploads\/2025\/07\/anchanto-en-anirudh-podcast-article.png","_links":{"self":[{"href":"https:\/\/prod-qa.anchanto.com\/en-sg\/wp-json\/wp\/v2\/posts\/136915","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prod-qa.anchanto.com\/en-sg\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prod-qa.anchanto.com\/en-sg\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prod-qa.anchanto.com\/en-sg\/wp-json\/wp\/v2\/users\/27"}],"replies":[{"embeddable":true,"href":"https:\/\/prod-qa.anchanto.com\/en-sg\/wp-json\/wp\/v2\/comments?post=136915"}],"version-history":[{"count":1,"href":"https:\/\/prod-qa.anchanto.com\/en-sg\/wp-json\/wp\/v2\/posts\/136915\/revisions"}],"predecessor-version":[{"id":136919,"href":"https:\/\/prod-qa.anchanto.com\/en-sg\/wp-json\/wp\/v2\/posts\/136915\/revisions\/136919"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prod-qa.anchanto.com\/en-sg\/wp-json\/wp\/v2\/media\/133864"}],"wp:attachment":[{"href":"https:\/\/prod-qa.anchanto.com\/en-sg\/wp-json\/wp\/v2\/media?parent=136915"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/prod-qa.anchanto.com\/en-sg\/wp-json\/wp\/v2\/categories?post=136915"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/prod-qa.anchanto.com\/en-sg\/wp-json\/wp\/v2\/tags?post=136915"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}