Since the start of the pandemic, organizations have experienced a series of changes—sometimes traumatic—that have transformed them forever. The adoption of eCommerce has, in many cases, been a lifeline in the midst of an entirely new situation.

Many business models were hit head-on by the pandemic. In the VUCA environments in which our organizations operate, even before the shock of the coronavirus, it was increasingly common to see shifts in business models. The health and social crisis only accelerated and amplified these transformations.

Business model changes mainly respond to the need for diversification. Sometimes imposed—through changes like remote work—and sometimes strategic, business models must be flexible. It is increasingly important that they can adapt quickly to change, perform effectively in a highly digital environment, and remain consistent with the company’s cultural trajectory.

In recent months, we have not only seen a boom in eCommerce but also a shift from B2B to B2C or hybrid models. Lockdowns and restrictions endangered many businesses focused on professional clients, but through quick and coherent moves, they adapted to selling directly to consumers.

But business model transformations weren’t the only changes. There were also major disruptions in supply chains. Deliveries are now made differently—with less physical contact, fewer intermediaries, or through alternative distribution methods like online purchase with in-store pickup.

Many businesses experienced significant spikes in demand for certain products, but they fulfilled them in entirely new ways. Store closures, for example, dealt a heavy blow to many brands, but also drove online sales, which today are more important than ever before compared to physical retail.

Naturally, as business models and supply chains change, customer behavior has also shifted. Many consumers, already accustomed to online shopping, saw only slight changes in their habits—mostly forced by circumstances. But since early 2020, millions of people around the world have begun shopping online for the first time, or have made it their main and habitual option.

A large share of consumers had previously resisted online shopping due to concerns about privacy, data protection, or simple unfamiliarity. Until very recently, some people made most purchases traditionally, limiting online shopping to very specific products (such as travel).

Some consumers had no choice but to buy online. Others joined in due to convenience, widespread adoption, or fear of the virus and the desire to avoid unnecessary contact. At the same time, habitual eCommerce buyers increased their spending.

This shift also extended to professional customers. Just like end users, they adapted more strongly in certain sectors—mainly sports, remote work, home entertainment, furniture, or food.

All these changes came about rather abruptly. They may ease somewhat as things return to normal, but these are trends here to stay. People who discovered online grocery shopping and grew accustomed to it over months may return to physical stores, but they will continue buying online as well—perhaps for larger purchases or less frequently, but they won’t abandon it.

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How are companies adapting?

Primarily by investing in online stores, either creating them or improving them. Alongside this, many businesses are strengthening their marketing strategies, particularly digital marketing.

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The Adoption of eCommerce in This New Reality

The pandemic was a wake-up call for many businesses that didn’t offer online purchasing. Many quickly started building that capability—a wise move. First, because it’s a tool that operates at all times, even under unusual conditions like those we faced. But more importantly, because companies that invest in adapting to disruptive situations have a higher chance of survival and success.

eCommerce is without doubt one of the main economic and business drivers of recent times; even more so in the past year, with sales through marketplaces up 26%, online store sales up 66%, and B2B online sales up 24%.

But eCommerce isn’t just about weathering storms or selling more. One of its greatest benefits is enabling organizations to become more agile. A company that can implement new models in response to major changes, while satisfying customer needs through its processes under the same strategic direction, is a company built for resilience.

Agile companies can respond quickly to customer expectations—even in volatile environments. This ability is increasingly essential for competitiveness.

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How to Build an Agile Organization

A future-ready company today is one that:

• Has a change-oriented mindset at every level of the organization.
• Has dynamic teams capable of working collaboratively across the company.
• Relies on technology that supports both mindset and teams, with real-time, error-free information (such as ERP, eCommerce, and CRM systems).

Mindset and people are fundamental, but technology is particularly relevant in today’s context. Without the other two, technology can’t be used effectively—but with them, it enables not only agility but also scalability. In other words, it’s essential for maintaining quality as demand increases—both in volume and in complexity.

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What Technology Enables Scalability?

Scalable technology:

1. Performs reliably during seasonal peaks or unexpected surges, requiring advance planning for high-demand periods.
2. Can adjust to specific circumstances—for example, changing online store pricing based on demand, campaigns, or options.
3. Supports growth (or contraction) depending on evolving needs—whether changes in business model, products, or markets—keeping the company ready for any strategic decision.

In eCommerce—the nearly indispensable solution today—scalability depends on three key elements:

• The ability to add customizations without compromising overall performance.
• Hosting with sufficient capacity and proper security.
• Ongoing updates to meet new challenges in cybersecurity, regulations, and functionality.

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The future has already arrived, and staying on course requires us to keep our organizations agile and scalable. If you haven’t yet considered launching an online store for your business—whatever it may be—now is the time to reflect on it (remember, there’s no single way to sell online). This is especially true in B2B sectors, which until now seemed less open to such changes. eCommerce is the best way to advance in what will undoubtedly be a digital future.