DEMAND GENERATION: Cashing in on ecommerce

Ecommerce is booming in the consumer sector, but where B2C has trodden, should B2B follow? Things are a little more complex in the business space as Claire Weekes discovers

Ecommerce has been on the incline for years, but 2011 has been a significant year for its growth. The UK economy may be stalling, but this merely supports the case for the increasingly popularity of ecommerce, as brands increasingly look for cheaper ways to sell.

The concept of ecommerce has existed (arguably) since 1995 – the year that etail king Amazon launched. Amazon provided a template that now sees some estimated 730,000 people in the UK alone employed within the ecommerce sector. And if you were in any doubt as to its future roadmap, look no further than the second annual IMRG e-Jobs Index, which estimates that by 2015 the ecommerce industry will create 1.5 million jobs in the UK. This is even more astounding when you consider that figure fails to take into account the number of people that could be employed within the mobile or mcommerce sector – itself so intertwined with the online sector – by the same year.