Two terms that often pop up in digital marketing —ecommerce and digital commerce—can often cause confusion. Are they the same thing? How do they work together? Who is responsible for what? How do we get the right customers to purchase? Let’s break it down.
Introduction
Let’s start with a stretch analogy, because at Scout we are obsessed with dogs, and my dog could totally win a trick competition. If ecommerce and digital commerce were dog training competitions, ecommerce would be the moment in front of the judges, while digital commerce would be all events involved – feeding her healthy food, training her, building trust, and the big performance itself.
Ecommerce focuses on the big transactions, while digital commerce is about the total experience.
Defining the Terms
- Ecommerce: At its core, ecommerce focuses on the technical aspects of online sales. This includes:
- Online stores: Platforms where you can browse and buy products (think Amazon, Etsy, TikTok store, your favorite brand’s website).
- Shopping carts: Those handy virtual baskets where you collect your items.
- Payment gateways: The secure systems that process your online payments.
- Order fulfillment: Getting your goodies from the warehouse to your doorstep.
We’d be remiss not to mention quick commerce, which builds on the evolution of ecommerce, and is another important aspect that focuses on ultra-fast delivery from companies like Instacart, Amazon Prime Now, and GoPuff and has set a standard fulfilling our need for instant gratification. More on that in future blogs!
- Digital Commerce: Now, here’s where things get more interesting, like all the different aspects of owning a dog. Digital commerce takes a much broader view. It’s about the entire customer journey in the digital world. If you haven’t read our article about the Marketing Hourglass (another, more thorough take on the popular funnel), you can read more here to get a fuller view or check out some digital-specific examples below for a quicker take:
- Ecommerce: Yes, buying and selling is a key part, but it’s not the only piece. A dog who can rollover and play dead won’t just fall from the sky right when you need her.
- Customer Relationship Management (CRM): Building and maintaining strong customer relationships. This involves things like collecting customer data, understanding their preferences, and using that information to personalize their experience. Start with the easy tricks and work your way up to the more difficult.
- Social Media Marketing: Using platforms like Facebook, Instagram, and TikTok to build brand awareness, connect with your audience, and drive sales. Learn from other dog training influencers online.
- Search Engine Optimization (SEO): Make sure your website and online content are easily found on search engines like Google. Read the thousands of dog training blogs out there.
- Mobile Commerce: Optimizing your online store and marketing efforts for mobile devices since most people browse and shop on their phones. Buy all the fancy dog training gear you can. I’m talking belts, clickers, tiny treats, everything.
Jan White-Joyal, who leads Global Digital Commerce at Ben & Jerry’s, sums it up perfectly: “It’s about how we use all of our different digital channels and expertise to drive our digital commerce business.”
Common Misconceptions
Why Don’t We Hear About Digital Commerce Roles as Much As Ecommerce?
Digital commerce is a big umbrella that covers many roles and disciplines. Calling someone a “digital commerce specialist” could mean anything from managing ads to running an ecommerce store.
In larger companies, digital commerce can get split across teams like communications, integrated marketing, or ecommerce itself, just to name a few. Depending on company structure, that can sometimes lead to silos that cause inefficiencies. For smaller businesses, it often becomes a one-person dog-training act.
Why Focus on the Entire Consumer Journey? Isn’t the Sale Enough?
Customers don’t shop in isolation (And again, dogs aren’t just born-trained). They explore your TikTok, read Reddit, compare prices, and check out your website’s FAQ—all before adding anything to their cart. Digital commerce ensures every interaction builds trust and leads to long-term loyalty.
Why This Matters for Marketers
Understanding the difference between ecommerce and digital commerce can shape how you approach your strategy:
- For ecommerce pros, focus on optimizing the checkout process and making transactions seamless so that once your ideal customer is ready, nothing stops them from purchasing.
- For digital strategists, think holistically: how do your ads, content, and CRM systems work together to guide the customer journey, so that you’re getting the ideal customer prepped and ready to purchase?
When you embrace digital commerce, you’re not just selling a product—you’re creating an experience.
Conclusion
- Ecommerce is the transactional side of things—the “buy now” button and what comes after.
- Digital commerce is the entire digital journey, from awareness to endorsement.
- Don’t just think about the sale—consider the whole journey to build lasting loyalty.
Understanding these differences is essential and knowing how to leverage both ecommerce and digital commerce will set you up for success. So, what’s your next step in the digital commerce journey? And what tricks does your dog know? Because I bet mine knows more.
