Sell beyond the storefront
Widen reach past the neighborhood while keeping click-and-collect for local buyers.
What is e-commerce? Definition, journeys, and examples
E-commerce is the sale or purchase of goods and services when the order is placed over computer networks by methods designed for receiving or placing orders—per the OECD statistical definition. Payment and delivery may stay offline; what matters is that ordering is digital. For a business, that spans storefront, B2B catalog, cart, payments, tax, logistics, and discovery channels (search, marketplaces, social).
In one sentence
E-commerce means buying or selling by placing the order online—from cart to delivery tracking.
Key points
- Online ordering defines e-commerce; payment and fulfillment can be partly offline.
- B2C, B2B, and D2C share a technical core but different journeys.
- Catalog, checkout, tax, inventory, and after-sales form a system—not just a storefront.
- Discovery (SEO, Merchant Center, marketplaces) matters as much as store design.
Term at a glance
- E-commerce
- Electronic commerce · online commerce · commerce électronique
- French term
- Commerce électronique
- Domain
- Digital commerce
- Category
- Sales and platforms
- Level
- Beginner to intermediate
What does e-commerce actually cover?
People often shrink e-commerce to “a Shopify site.” In practice it is a chain: discovery, clear product page, cart, secure payment, confirmation, pick/pack, ship or pickup, then service. Any weak link hurts conversion or margin—especially in Quebec, where tax, bilingual UX, and regional delivery times shape the buy decision.
The OECD separates e-commerce (network-based ordering) from the broader digital economy. An SME taking orders via a web form or B2B portal is already doing e-commerce even if invoices go by email and a truck delivers in person. A physical store with a card terminal is not e-commerce if the order was never placed online.
Channels multiply: owned store, Google Shopping / Merchant Center, marketplaces, social checkout, click-and-collect. For SMEs the hard part is not “having a store”—it is one inventory, consistent pricing, and a delivery promise you can keep everywhere you sell.
How do you launch an e-commerce operation?
- 01
Clarify offer and constraints
Products or services, ship-to zones, margins, stock, languages (FR/EN), Quebec tax duties, and realistic return policies.
- 02
Choose platform and journey
Hosted store, headless, or B2B portal; define cart, accounts, payment methods, and links to accounting or ERP.
- 03
Structure catalog and discovery
Rich product data, images, attributes, Merchant Center or marketplace feeds, and pages that match purchase intent.
- 04
Operate and measure
Track conversion, abandoned carts, ship times, returns, and acquisition cost—then fix checkout and logistics before adding channels.
A concrete Quebec example
An artisanal cheese maker in Montérégie mostly sold through specialty grocers. They open an online shop with Saturday farm pickup and cold delivery to Montreal. Product pages list allergens and production dates; the cart calculates GST/QST; stock syncs with the workshop. Within six months, 30% of revenue is direct-to-consumer, without undercutting retailers thanks to web-exclusive bundles.
What is e-commerce used for?
Repeat B2B ordering
A portal where trade customers reorder on price lists, quotas, and history—fewer emails and errors.
Build a D2C brand
Control story, margins, and customer data instead of relying only on retailers.
Power product ads
A clean catalog feeds Google Merchant Center and Shopping campaigns with fresh data.
Benefits and limits of e-commerce
- 24/7 availability and broader geographic reach
- Measurable journeys (cart, conversion, traffic sources)
- Can blend web, store, and pickup
- Mature ecosystem (payments, logistics, Merchant Center feeds)
- Logistics, returns, and support are heavier than a brochure site
- Price competition and shipping costs on some categories
- Ongoing compliance (tax, privacy, product claims)
- Platform and payment fee dependency
Why it matters for a Quebec SME
In Quebec, many buyers research online even when they pick up in store. A credible e-commerce presence—clear catalog, correct tax, realistic delivery—protects margin against marketplaces and captures demand outside your region. It is not just marketing: it is an operational process (stock, fulfillment, support) that must match how the workshop or warehouse actually works.
Frequently asked questions
Marketplace or owned store?
Marketplaces bring traffic fast but own more of the customer relationship. An owned store builds brand and data; many SMEs run both with one inventory.
Must payment be online to call it e-commerce?
No. Under the OECD definition, network-based ordering is what counts. You can order online and pay on delivery or in store.
Where to start if we already have a brochure site?
Prioritize a reliable catalog, a simple checkout, Quebec tax, and a delivery promise you can keep—before complex marketing programs.
What does Google Merchant Center add?
It publishes your products across Google Shopping experiences. A clean product feed (titles, price, availability) is often as important as store design.
Related terms
Sources and references
Want to structure catalog, checkout, and product feeds without overcomplicating operations?
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