"The future of e-commerce is in the combination of online and offline"
The world of e-commerce is changing rapidly. AI influences search behaviour, social commerce is growing and platforms such as Temu, Shein and Alibaba are putting further pressure on the market with their extremely low prices. For many SMEs, this raises questions: what should you still bet on and how do you stay relevant?
According to Dirk Mulder, sector banker Trade & Retail at ING and expert during the e-commerce route of the MKB Ondernemersfestival on 18 June, the answer is not only with your webshop. "It is precisely the combination of online and offline that is becoming increasingly important. And that is exactly where many entrepreneurs are still missing opportunities."
"Consumers do not think in terms of channels"
Whereas entrepreneurs still often distinguish between online and offline, consumers have long since ceased to do so, according to Mulder. "For the customer, it's all about the product and the total experience. It just has to be right."
This is where he immediately sees a major challenge for many companies. "Online and offline often still do not sufficiently connect. Stock is incorrect, return processes differ or the online experience does not match the shopping experience. That's precisely where a lot of profit can be made."
Mulder therefore emphasises the importance of omnichannel business: selling through multiple channels that seamlessly connect to each other.
"Omnichannel means in practice that, for example, your customer can view a product online, pick it up in store and return it easily, regardless of where it was bought. Entrepreneurs who set this up well often see fewer returns and higher customer satisfaction. It's about being present where the consumer is. That can be through a shop, your own webshop or through platforms such as Bol or Amazon."
The shop remains part of the customer journey
Despite the growth of online sales, Mulder says the physical shop remains important. Only its role is changing. "People still like to go into town for inspiration, experience or convenience. Sometimes you want to look around quietly, sometimes you want to take something quickly on the go. Those needs differ."
In addition, he says, the shop plays an important role in trust. "Customers want to know you exist and have somewhere to go if something goes wrong. Then they still order online. It is precisely this combination that you see more and more often. Entrepreneurs who cleverly use their shop as a showroom or collection point often see additional online sales."
AI changes how people search
Technology is also rapidly changing the customer journey. Whereas for years entrepreneurs were mainly concerned with SEO and SEA, search behaviour is increasingly shifting towards AI and social platforms.
"Consumers nowadays discover products in many more places than just Google," Mulder explains. "Via TikTok, AI tools or marketplaces, for example. This requires a different way of thinking. You don't have to respond to everything immediately, but you do have to understand how customers move. Specifically, as an entrepreneur, you need to test where your customers are searching. Are your customers coming through Google, social media or marketplaces? Start small: analyse your current traffic and test one new channel, such as TikTok or a marketplace." According to him, this is also where the biggest challenge for SMEs lies: keep innovating without losing their base.
Make sure the total customer journey is right
The biggest growth opportunity for SMEs? According to Mulder, this is ultimately simpler than many entrepreneurs think. "Make sure the total customer journey is right. From first contact moment to delivery and service afterwards."
According to Mulder, the biggest gains often lie in relatively simple things. Think of an online stock that matches the shop stock, easy return options and online information that matches what employees tell you in the store. "It is precisely in that combination of online and offline that the future of e-commerce lies," he says.
In addition, keep experimenting outside your customer journey. For instance, look at how AI can help with inventory management, logistics or customer interaction. There are still many opportunities there. Would you like to know more about this and see how it works in practice? Sign up for the e-commerce route and get practical insights and examples you can immediately apply in your own business!
SME Entrepreneurs Festival 2026
This year, Arnhem is SME city of the year and we will celebrate this in grand style during the SME Entrepreneurs Festival on 18 June! A day full of inspiration, innovation and valuable encounters.
Do you want to develop, gain new ideas and expand your network? Then you won’t want to miss this!
For more information and to register quickly, visit: https://www.mkbondernemersfestival.nl/
This article was originally published on:SME Entrepreneurs’ Festival News
