Culture Catches Up With E-Commerce, Now B-to-B is Catching Up With Culture

So the question is: What finally clicked?

Two key driving forces have reshaped both the potential of e-commerce and the landscape of retail: increased consumer power and cloud capabilities.

Let's start with the ubiquity of the internet and consumers' presence on it. Every hour, the human race generates enough data from internet traffic to fill 7 billion DVDs. We consume more information in a day than our ancestors did in a lifetime. More people on this planet own mobile devices than toothbrushes. This may seem obvious — of course we have a greater online presence than ever before.