I think a lot of us have started to see a change in the way things are sold online. To start, there are more personal brands being built rather than companies. The question becomes, do you want to be the next Apple, or the next IBM? Do you see the difference, Steve Jobs was the face of Apple and has continued to be the face of the company even after his untimely death, while IBM has faced a series of years with falling share prices and no real draw.
For those selling products via ecommerce, web design, graphics and the use of video is becoming even more important. For example, a company selling wine gift baskets could theoretically show scenes from each of their suppliers while talking about why each of those suppliers was chosen. It’s an exciting way to show off your products and really sell what you do well!