Not so long ago, buying goods off the internet was risky business. Seller reviews were scarce, providers of craft goods were sparse, and the methods to reach any who where qualified were somewhat esoteric to people. People would get scammed right off the bat, and not even know it until 3 weeks later when the chair they thought was going to be delivered in a week just might have been a fake listing. In fact, it was reported that internet scamming netted scammers a total of $13 billion in 2014. This relationship between buyers and sellers has evolved since then, though, in more ways than one.
Because of the massive expansion of the internet and the uses it has, the way people interact has changed. Buyers and sellers are capable of being more scrupulous than before, and both can gain even more exposure than in the early days of the internet. Sites that promote small businesses have gained a lot of attention in the meantime, with Etsy making nearly $90 million dollars in Q4 2015. Organic reach for these small businesses and entities is a very real thing, as good vendors will gain attention from the connections that their buyers have, expanding their business possibly more than advertising ever could have.
In short, the relationship buyers and sellers online is becoming more human. The connection of real conversation and interaction is made easier by emerging technologies that allow the two to interact, and making both buyers and sellers aware of where to go and where not to go in terms of services sought and sold. As businesses, both large and small get to the online market faster, they come to realize that honest, non-cookie cutter interaction gains loyal customers and clientele faster than anything else. It’s engagement in motion: The idea that just having conversation means the most in terms of connection.