Abstract
E-Commerce (EC) is wide-spreading in the last few years as a countermeasure for economic turndown. Companies are adopting EC to cut costs, survive in the economic turndown, or gain a competitive advantage. Customer support can play a significant role in EC and may add a competitive advantage by combining sales and marketing with customer service. An Omnichannel contact center is an example of such an advantage, and we are spotlighting it with a real example. Finally, we found that businesses are rapidly moving toward EC, and the brick-and-mortar business model is disappearing.