The digital chain of e-commerce 2019 includes following elements:
Digital commerce is the selling of goods and services via Internet, mobile networks and commerce infrastructure. It includes all activities that support these transactions, including people, processes and technologies to execute the digital offering.
Marketing and customer experience includes dedicated B2B /B2C marketing, lead to revenue or marketing automation activities, including people, processes and technologies to execute the activities of the development of targeted content, analytics, promotion, pricing, customer acquisition and retention, and customer experience at all touchpoints throughout the customer buying journey
(Source: Forester Research)
International commerce includes all activities to grow the digital business internationally, including people, processes and technologies to extend the digital commerce globally or in dedicated regions.
(Source: Forester Research – https://www.digitalcommerce360.com/article/global-ecommerce-sales/)
B2B business collaboration aims to boost digital purchase, e-procurement and services between customer and company. At its core, this involves the digitization of the actual sales process.
Omni-channel commerce is about the classic omni-channel (online/offline) offering customers a seamless customer experience via every channel as well as the integration of new channels such digital marketplaces ( so popular in small business ecommerce, like eBay, Amazon, Walmart, Aliexpress)
Field sales and service includes all activities to integrate the field sales and service into digital commerce, like mobile devices, apps or tools to offer customers added digital value. It also means to integrate sales activities of various channels in a holistic process geared to the customer journey. The great example here is Pipedrive app or POS apps on iPads/Smartphones that can be taken to trade shows and simple client premises.