E-commerce brings together several themes that relate to our current fascination with artificial intelligence, machine learning, bots, mobile technology and the like. It's actually more than that, because it represents an underserved part of CRM. Until fairly recently, there were few tools that retailers could use to reach online customers for marketing and sales. There were development tools for building websites, but that's not the same. The standing conception of e-commerce is that it's technology we access to make online purchases.