We Don’t Call It E-Commerce Anymore. Meet E*Commerce (Everywhere Commerce)
Let’s be honest: “e-commerce” or electronic-commerce as a word feels dated. Like something from another era. It doesn’t reflect how business works today.
Because people don’t just shop on websites anymore. They buy through social feeds, marketplaces, email, DMs, voice notes, QR codes, search results or wherever it makes sense in the moment.
That’s not just e-commerce. That’s everywhere commerce.
So we gave it a name that fits:
Everywhere Commerce or E*Commerce for short.
The asterisk stands for everywhere and replaces the hyphen because it’s also symbol for wildcard.
And yes, we coined it.
But more importantly, we built something around it that works.
A small mark. A big shift.
We’re not just renaming things for the sake of it.
This is about making sense of what’s already happening—and giving business owners, marketers, and founders a clear way to think, act and grow in the world we’re actually living in.
E*Commerce means your customer isn’t just landing on your homepage.
They’re discovering you on TikTok. They’re comparing you on Amazon. They’re messaging you on Instagram and clicking ‘buy’ in a WhatsApp group chat.
Commerce isn’t in one place anymore.
So your strategy can’t be either.
Introducing: Everywhere-Commerce. The book that defines it.
After 20+ years building online businesses, Tait (our founder) wrote the book that lays it all out.
Everywhere-Commerce is the first place the term E*Commerce appears—but it’s also a proper, working guide to thriving in this new reality.
It’s built for real people running real businesses.
Founders, operators, marketers, builders—the ones who don’t have time to guess, or the luxury to get it wrong twice.
The book covers:
How to shape a business model that scales and lasts
How to stand out when everyone’s shouting
How to connect with your audience at the right moments, not just when they land on your site
How to use tech wisely (without being a slave to it)
And how to grow sustainably, without chasing tactics that fade
Everything in the book has been tested. Refined. Used.
It’s strategy with practical legs.
Why this word matters
Words shape the way we think. And the way we think shapes the way we act.
E*Commerce gives business owners the language to finally describe what they’ve been feeling: that selling online isn’t one channel, one site, or one approach. It’s a full, messy, brilliant system that happens across platforms, time zones, and touchpoints.
This book helps you see it clearly and do something about it.
You’ll see it around more and more. Just remember where you saw it first.
We’re already using E*Commerce in how we work with clients. In how we build strategies at Pivotal. In how we train our team and structure our thinking.
It’s not just a word, it’s a lens. One that makes the chaos make more sense.
So read the book. Share the idea. Use the term if it fits how you think.
👉 Buy Everywhere-Commerce
And if you’ve read it already, we’d love to hear what you took from it.
This isn’t the end of e-commerce.
It’s just the name it should’ve had all along.
