What Is Everywhere-Commerce? Why E*commerce Is the Strategy You’ve Been Waiting For

Moments

14 Jun

E-commerce is changing. Scratch that — it’s already changed. And yet, the language we use to describe it hasn’t kept up.

We still say "e-commerce" like it’s 2009. As if people only shop through a website on a desktop.
But in reality? Your customer can buy from anywhere — and increasingly, they do.

On TikTok
In WhatsApp group chats
Through Amazon listings
From an Instagram DM
Off the back of a podcast or an email
With a voice note, a QR code, or a product tag on a Pinterest post

That’s not traditional e-commerce. That’s Everywhere-Commerce.

So, What Is Everywhere-Commerce?

Everywhere-Commerce (or E*commerce for short) is our modern framework for the way people buy — and the way brands need to sell.

The asterisk isn’t just a style choice. It’s a wildcard — the universal symbol for “anywhere” or “everywhere” in search logic. We use it because that’s what commerce has become: decentralised, omnichannel, always-on.

Your customer doesn’t land neatly on your homepage anymore.

They discover your brand in moments — not on menus.

Which means your strategy has to match.

Where the Term E*commerce Was Born

You might be wondering: who coined Everywhere-Commerce?

We did. Not for hype. For clarity.

At Pivotal, we’ve worked with hundreds of brands across DTC, retail, tech, and SaaS. What we kept seeing — over and over — was that the most successful businesses didn’t treat their website as the destination. They treated it as one node in a much larger system.

That insight became a pattern. The pattern needed a name.
So we gave it one.

But we didn’t stop there. We wrote the book on it.

Introducing: Everywhere-Commerce. The Book.

Written by our founder, Tait Pollack, Everywhere-Commerce is the first place the term E*commerce appears in print — and the first time it’s backed by a full, working methodology.

This isn’t a buzzword or a manifesto.
It’s a 600+ page field manual.

One designed for:

Founders who want to grow without losing control
Marketers tired of guessing and chasing gimmicks
Operators looking to unify systems and scale profitably
Agencies and teams who want to work smarter across channels

Inside the Book, You’ll Learn:

How to create a business model that scales without burning out
How to stand out in a noisy market (without screaming louder)
Why modern customer journeys start before your site loads
How to use technology to serve your business — not distract it
What to stop doing. What to double down on. And why

This isn’t theory. It’s strategy you’ll use.

Every principle in the book has been tested. Refined. Applied.
At Pivotal, we use E*commerce as our go-to framework — in how we train teams, advise clients, and structure growth.

Why This Term Matters

Language shapes action.

E*commerce gives entrepreneurs and digital leaders the language to describe what they’ve been experiencing for years: that selling online today isn’t a channel. It’s a system.

It’s not "your website versus Amazon". It’s everything — everywhere — working together. Or falling apart.

And now, there’s finally a word (and a book) that shows you how to master it.