From Cart to Customer: How eCommerce Has Transformed—and What’s Next

An Interview with Esther, Global eCommerce & Supply Chain Strategist

It started like most great conversations do—with curiosity.

Chad Harbola, founder of DuCanTan, an innovative supply chain company, sat down with Esther, one of DuCanTan’s leading experts and an advisor, strategist, and seasoned voice in the eCommerce and logistics space.

With a career spanning global roles across retail, eCommerce, and distribution, Esther has built a reputation for turning complexity into clarity. Her passion lies in process optimization and logistics, but what truly stands out is her ability to pair big-picture thinking with operational precision. Whether implementing Lean Six Sigma or scaling S&OP methodologies, her focus has always been the same: driving results that matter—faster service, lower costs, and better customer experiences.

“I’m obsessed with outcomes,” she says, describing her style as data-driven, demanding, and empowering. It’s this mix of strategic depth and practical execution that has made her a trusted voice in the industry.

In this candid conversation, Esther shares her insights on how eCommerce has evolved, where it’s headed, and what brands need to do to survive—and thrive—in an always-on economy.

Q: How has the eCommerce world evolved in the last decade?

“Ten years ago, eCommerce was a digital storefront. Today, it’s a living, breathing ecosystem that never sleeps.”

Speed is no longer a differentiator—it’s an expectation. Transparency isn’t a bonus—it’s a demand. And logistics, once the quiet engine behind the scenes, has stepped into the spotlight.

“We’ve moved from asking, ‘Can you deliver it?’ to ‘Can you deliver it today, sustainably, and with full visibility?’ That shift has completely redefined how supply chains function and how brands compete.”

Q: How do you see customer habits changing over the next few years?

“Customers are getting sharper, faster, and more selective.”

While speed still matters, it’s not enough. Today’s customers want the full package: speed, values, story, and control. They switch platforms in seconds and expect a seamless, personalized experience wherever they land.

“Loyalty is shifting. It’s becoming more emotional than transactional. The brands that will win? They won’t just deliver fast—they’ll deliver with purpose. Because in the customer’s mind, logistics is no longer backstage. It’s center stage.”

Q: What are the biggest challenges in this space today?

1. Volatility: Global disruptions, raw material shortages, and shifting consumer behavior have made unpredictability the new norm.

2. Margin Pressure: Rising costs—shipping, labor, returns—are squeezing profitability harder than ever.

3. Execution at Scale: Many brands grew fast without building operational muscle. Now they’re struggling to catch up.

“The challenge isn’t just growth anymore. It’s growing without breaking.”

Q: What role is AI playing in the eCommerce and logistics ecosystem?

“AI is no longer a buzzword. It’s your co-pilot.”

From smarter demand forecasting to real-time order routing, AI is fundamentally reshaping how eCommerce runs behind the scenes. It personalizes customer experiences at scale and accelerates processes—from writing product descriptions to automating support replies.

“But here’s the thing—AI doesn’t fix chaos. It amplifies what you already have. If your data is messy or your operations weak, AI won’t help. Clean systems and strong fundamentals have to come first.”

Q: Based on your experience, what’s your advice to those entering this space?

“Don’t just sell a product. Solve a pain point.”

Obsess over fulfilment—because a late delivery does more damage to your brand than a bad Instagram ad ever could.

Here are five principles to start with:

• Prioritize fulfilment. Fast, reliable delivery builds more trust than clever marketing.

• Invest early in systems that offer visibility, flexibility, and control.

• Nurture supplier relationships. Don’t treat them as one-off transactions.

• Test quickly and stay humble. The best eCommerce strategies are built through iteration.

• Treat your supply chain like your brand depends on it. Because it does. 

“In eCommerce, your product brings the customer in. Your supply chain decides if they come back.”

This decade will belong to the brands that master execution—those who blend purpose with precision and speed with soul. In a world where logistics is now the brand, the question isn’t just what you sell, but how you deliver it.