The Ever-evolving ECommerce Landscape

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In Sarah J. Maas' "Throne of Glass" young adult novel series, Aelin Galathynius has the ability to shift between her Fae form and her human form. When in her Fae form, she is extremely powerful.

In a similar, but less magical fashion, the eCommerce market has recently experienced a shift to meet consumer expectations.

Justin Dean, chief technology officer at DRINKS, details how the eCommerce market has evolved in recent years.

"The alcohol eCommerce market has been slow to change, but it's finally catching up to modern retail practices and consumer expectations," Dean says. "The pandemic has accelerated a major shift toward online sales and direct-to-consumer (DTC) relationships. Our survey reveals that, while 66% of consumers haven't changed their online purchasing habits, 16% are buying online compared to last year, indicating a gradual shift toward eCommerce in the alcohol market."

"DRINKS, for example, is making it easier for retailers to sell alcohol online, removing barriers to entry," Dean explains. "This satisfies younger generations, who are much more brand-savvy and expect eCommerce relationship with their favorite products. These younger consumers are more drawn to brand stories and mission-driven products."

Younger generations expect personalized experiences and direct connections with brands, Dean notes, which is forcing alcohol companies to overhaul their digital and DTC strategies.

"This shift will enable rapid product innovation, allowing brands to test new offerings quickly and gather immediate feedback," he says. "The ability to innovate faster and build direct customer relationships set to transform the traditional alcohol distribution model, potentially reshaping the entire industry from production to final sale."