{"id":72755,"date":"2025-04-11T04:24:12","date_gmt":"2025-04-11T08:24:12","guid":{"rendered":"https:\/\/www.radial.com\/?post_type=insight&p=72755"},"modified":"2025-04-11T04:24:15","modified_gmt":"2025-04-11T08:24:15","slug":"the-invisible-e-commerce-in-the-transformation-economy","status":"publish","type":"insight","link":"https:\/\/www.radial.com\/eur\/insights\/the-invisible-e-commerce-in-the-transformation-economy","title":{"rendered":"The invisible e-commerce in the transformation economy"},"content":{"rendered":"\n
\n\t\n
\n

Venice<\/h2>\n<\/div>\n\n\n
\"\"<\/figure>
\n

A few weeks ago, I spent a weekend in Venice with my team. The city was stunning, the carnival was in full swing, and there was no shortage of spritz. It all seemed like a perfect plan\u2014until we stepped into the crowds.<\/p>\n<\/div><\/div><\/div>\n\n\n

\n

I took a photo to capture the overwhelming number of tourists, but no image could do justice to the chaos. Every few steps, someone tried to sell us something. A bottle of limoncello, cheap carnival masks, multilingual menus, and of course, global brands offering the same products you find in every city in the world.<\/p>\n<\/div>\n\n\n\n

\n\t\t\t\r\n\r\n\r\n\"\"\r\n<\/picture>\t\t\t\t\t
\n\t\t\t\t

Valentino Caporizzi durig an event at the Radial warehouse in Milan<\/a><\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n

\n

The experience reminded me of something: the internet today<\/strong>. <\/p>\n<\/div>\n\n\n

\"\"<\/a><\/figure>
\n

It\u2019s become just like that Venice\u2014crowded, noisy, and filled with people trying to sell you things you don\u2019t need, and won\u2019t remember tomorrow.<\/p>\n<\/div><\/div><\/div>\n\n\n

\n

From Transactional to Transformational<\/h2>\n<\/div>\n\n
\n

Let\u2019s rewind to 2009. I was working on my first major global e-commerce project. Back then, e-commerce was a commodity. You found a product, added it to your cart, paid, and waited for delivery. The real work was in refining services\u2014customer support, shipping times, return policies.<\/p>\n<\/div>\n\n

\n

Over the years, brands shifted focus from transactions to experiences. They offered more than products: they told stories, created events, and delivered content. The goal was to make the customer feel something memorable.<\/p>\n<\/div>\n\n\n\n

\n\t\t\t\r\n\r\n\r\n\"\"\r\n<\/picture>\t\t\t\t\t
\n\t\t\t\t

Street photography<\/a> by Valentino Caporizzi<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n

\n

But today, even that has become a commodity. Every brand promises a journey, an emotion, a story. And consumers are flooded with these promises, all sounding the same.<\/p>\n<\/div>\n\n

\n

The Problem with Modern E-commerce<\/h2>\n<\/div>\n\n
\n

We\u2019ve reached a point where the digital marketplace is oversaturated. Brands fight for attention in a noisy space. They offer the same products, the same experiences, the same promises. And consumers? They\u2019re tired. The magic is gone.<\/p>\n<\/div>\n\n

\n

So what\u2019s next?<\/p>\n<\/div>\n\n

\n

The Future: Invisible and Transformative<\/h2>\n<\/div>\n\n
\n

I believe the next era of e-commerce will be defined by two fundamental shifts:<\/p>\n<\/div>\n\n

\n