Rhett Marlow

Technology has become an integral part of everyday life. From morning exercise monitored by Fitbits to a ride to work courtesy of Uber, staying plugged in has become second nature for billions of global users.

Recent research indicates nearly 3.5 billion people now use the Internet, up from 394 million just ten years ago. This rapid surge in use began in 1995, when businesses bet on the Internet and the first tech IPOs brought new products and services to an audience growing in awareness and willingness to engage.

What followed was an “explosion of adoption and consumer-driven content,” says Benn Konsynski, George S. Craft Distinguished University Professor of Information Systems & Operations Management at Goizueta. “Consumers came online and were not just shopping but also adding content.”

The shakeout from the 2000 Internet bubble left strong players like Microsoft and Amazon poised for expansion. Equally important, these surviving companies identified the elements needed to remain viable in a new business environment.

“What we learned from the market is that high valuations are in the context players, not content players. Netscape didn’t own much information, Google doesn’t create information. Craigslist, Amazon, and eBay don’t create much content,” explains Konsynski. “Instead, all of these players are creating high value by letting others create information. It’s what we call democratic production. Those that are able to exploit that high velocity, high volume of content creation are the ones that win.”

The evolution of smartphone applications has made it even faster and more convenient to conduct business, research, and shop online. Indeed, online sales, increasing through mobile apps, are making up a large chunk of the retail figures. According to Shop.org’s State of Retailing Online study, store-based retailers saw a 135 percent growth in sales on smartphones and an 86 percent boost in sales via tablets year to year.

“People want a seamless experience. Many of the in-store expectations are the same online: People want the right assortment, on-shelf availability, and good value,” says Jessica Cheng 07BBA, shopper insights manager at Procter & Gamble. “Shoppers used to associate online shopping with better prices, but that’s not necessarily the case now. People value other things more, such as convenience, free shipping, and exclusive offerings.”

Done correctly, a business’s online offerings should “supplement brick-and-mortar shopping. Programs such as subscription and customizable bundles give shoppers more control and freedom to shop for what they want, when they want it,” Cheng says. “We expect that such programs will make shopping more enjoyable for consumers and build greater brand and retailer loyalties.”

Consumers also thrive on the ability to build their online credibility by offering opinions, whether it’s blogging on a topic or critiquing a product on Amazon. The power to influence fellow users makes the strength of social media beneficial for commerce. And for many users, the personal recognition is equally valuable.

Take the current explosion of restaurant and fan reviews. Rhett Marlow 02WEMBA is tapping into this obsession with e-commerce brand and app foomanchew.com, a company that offers delivery of high-quality Asian cuisine, which they have established through extensive health-grade research. Marlow, who cofounded foomanchew and another technology-based company, believes coupling a trend with the assurance of a high-quality product is a recipe for success. It serves our appetite for convenience in two ways: reliable information and food delivery.

“For the customer using our app, the research is already complete,” Marlow says. “They are guaranteed a quality Asian food experience.”

Specialty apps like these are on the rise, and convenience tops the list of reasons. Statista, an online statistics company, reports that as of July 2015 more than 1.6 million apps were available for Android users, while Apple’s App Store offered 1.5 million. These apps cover every imaginable pursuit, from tracking personal fitness to monitoring fashion trends and shopping. But internet usage doesn’t stop there. For many people, unwinding with technology is just as vital a pursuit as working.