Ecommerce is revolutionizing the market and trade of business. As each technology improves in its offering e-commerce too has spread its reach. Ecommerce 2.0 is likened to web 2.0 and treated as a proactive concept of ecommerce in tune with emerging technologies.

Important clichés of e-commerce in this scenario revolves around viral marketing, social networks and a conversational consumer market. To understand this aspect of e-commerce it is better to explore the functionality of few of them.

E-commerce today depends more on advertising networks. Advertising networks have evolved beyond facilitating sales. It has a significant share in the business industry. Web analytics provide software to analyze information and provide input to convert the visiting prospects into customers.

Youtube is cited as a major social network site where users participate in advertising a product. Amazon is evolving into an e-commerce based online community than an online book store with more user content in the form of reviews, ratings and generation of patterns to invite users to buy associated books and increase sales.

E-Bay is an ecommerce platform promoting customer to customer sales. It is customer participation in ratings and payment processing that drives the business here. It is the fact that clear value emerging from more customer participation in a venture drives E-commerce business today.

Bloggers can be identified as personal and professional bloggers. E-commerce deals more with professional bloggers providing free content. These bloggers generate revenue from paid advertisements. It is the goal of the bloggers that drives business. The goal is to attract attention to have an audience.

E-commerce development has forced innovation and focus change in the marketing strategies. Marketing strategies revolve around the customer but information gathering has assumed a different dimension.

Information is gathered on the demographics of the customer to suit the product offering. Behavior and attitudes of the prospects are studied to promote an aggressive marketing strategy. Decisions are analyzed to promote cross sales and up selling of products. It is more focused on generation pf personas and identification of valuable customers from the customer base.

Behavior triggered marketing is a new strategy of marketing 2.0. It is more oriented towards the behavior of the customer in the site. It is based on three important factors – trigger event, marketing act and channel of execution.

When the customer adds items to the cart, the strategy is to trigger an up selling of other items closely related to the item added to the shopping cart. This functionality should be embedded in the site and incorporated into the design and development of the e-commerce website.

E-mails serve as a best marketing medium in case of shopping cart checkout or payment failure or to request for a survey response if the customer does not visit the site for long. Special promotional offers through email for top spending customer encourage the customer to revisit the site for more purchases. Birthday offers and new additions can be promoted to the customer through targeted advertising through emails.