A host of individuals and marketing professionals try to keep up with trends. However, while trends are tweaked continuously, some academic foundations help forecast or predict what is next. Change acceleration is remarkable today for e-commerce enterprise; it stands to reason to have a snapshot of trends.
So such is an academic study from Josh Yang from Harvard Business School well worth review from many angles and even smaller e-retailers. I only scanned the report, though so well done a simple understanding of e-commerce was established to serve for overall online-business education and helpful for anyone working in the world of e-commerce.
Any high level marketing professional or executive who may not have reviewed the paper already, would gain as well as any size range of entrepreneur entering e-commerce. Mr. Yang certainly did his homework and was able to communicate effectively. I recommend a review yourself and his contact information is available.