Introduction
This brief examines where connected technology can reduce friction across discovery, purchase and delivery.
What is changing?
Commerce changes when customers discover, compare, buy and receive support through connected channels. The practical question is not whether technology is available, but where it can reduce friction or improve a defined part of the experience.
What does the evidence show?
The U.S. Census Bureau reported second-quarter 2026 e-commerce sales of $340.2 billion, equal to 17.1% of retail sales. That national result provides context, not a requirement that every business adopt the same commerce model.
What could it mean for businesses?
A connected commerce approach may help an organization make it easier to find, buy from and hear from the business while keeping daily work manageable.
What should founders and CEOs examine?
Founders and CEOs should examine the customer moment that matters most, the process behind it, the assets already in place and the constraints a new system could introduce.
Where can technology or connected services help?
Websites and SEO, e-commerce, business applications, customer acquisition and follow-up, analytics, automation and appropriately used AI can support a defined use case when people remain responsible for decisions.
What customer value could this create?
Customer value may appear as a clearer path to purchase, more timely follow-up, fewer manual steps or better visibility into what customers need.
What should be measured next?
Measure the agreed starting point and outcome, such as qualified inquiries, conversion, response time, adoption or delivery consistency.