Digital commerce is the buying and selling of goods and services through digital channels such as websites, apps, and social media platforms. This includes traditional online shopping—but also that oddly specific TikTok Shop lamp you found at 11:47 p.m.
For many consumers, digital commerce has become part of everyday life because it’s fast, flexible, and easy to use.
Let’s break down:
More businesses are investing in digital commerce because that’s where customers make purchases. As of 2025, about 59% of consumers preferred shopping online, while only 41% still prefer shopping in stores.
Today’s shoppers expect flexible buying experiences across websites, apps, and social media platforms. Businesses that can meet those expectations are better positioned to stay competitive and reach customers beyond a single physical location.
Digital commerce also gives brands more tools to improve the buying experience, including:
At this point, having a digital commerce presence is more of a baseline necessity than a bonus feature.
Digital commerce shows up in more places than people realize. A few common examples include:
In some cases, a physical product arrives at your door. In others, the product shows up instantly on your device, which is its own kind of satisfaction. Either way, the entire transaction happens through digital channels.
Digital commerce works well for consumers because it eliminates most of the friction from in-person shopping.
There’s no drive across town, no waiting in line, and no rearranging your whole day around store hours. It also gives customers more control: They can browse when they want, read reviews, compare options, and make purchases literally 24 hours a day.
And around major shopping events, online convenience becomes even more obvious. Plenty of people would rather scroll through Cyber Monday deals from the couch than battle Black Friday crowds in a parking lot before sunrise (and honestly, we can’t blame them).
The University of Texas Permian Basin offers an online undergraduate certificate in digital marketing through its AACSB-accredited College of Business. The program helps students build skills in areas such as e-commerce, digital branding, social media marketing, and analytics.
With a flexible online format, it’s designed for students who want to strengthen their digital skill set while balancing the other important areas of their lives.
Learn more about UTPB’s 100% online certificate in digital marketing to see if it aligns with your future goals—and contact us if you have any questions!
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