The e hustle 48: Are Websites Redundant? Where the Future of Ecommerce Really Lies

Introduction

There was a time when your website was your entire ecommerce strategy.

But in 2025 and beyond, it’s no longer the centre of your sales universe.

In fact, I'm not even convinced websites will still be a thing in ecommerce 10 years from now. I'm also wondering about the future of Google as a platform to discover products.

The reason I say that, is that even today, online shoppers are discovering and buying products without ever setting foot on your homepage in some parts of the world, like the US and China. Third party platforms like TikTok Shop, Instagram, YouTube, and marketplaces like Amazon, Temu or The Iconic are becoming end-to-end sales machines—from discovery to checkout—all within a single scroll.

If you're still relying solely on your website to drive conversions, you're missing where modern commerce is actually happening.

The Rise of Social Commerce (And What That Means for You)

More customers are:

• Discovering products through TikTok videos or Instagram Reels

• Buying directly inside apps without visiting your site

• Watching live product demos and converting on the spot

• Skipping Google entirely and starting their journey on marketplaces

This shift is part of a much bigger trend: social commerce and live selling.

For example, TikTok Shop is expected to generate over $20 billion in global sales this year alone. It allows brands to list products, run live shows, and enable instant checkout—all within the platform. No redirects. No friction. Just scroll → see → buy.

Now, you might say "but Paul, my audience isn't on TikTok". Sure, but if you plan to have a business that actually lasts for a few years, they will be. People get older, and the 17 year olds become 27, and if they've grown up on TiKTok, they aren't suddenly going to leave - behaviours become engrained. 

If you're looking for tips on what to post, or how to develop your social strategy, read my blog here.

Why Traditional Websites Are Losing Influence

This isn’t to say your ecommerce website is dead. But its role is changing.

Customers today expect:

• Frictionless buying experiences

• Authenticity over polish

• Instant engagement, not 3-click journeys

And let’s be honest—your homepage isn't where that happens anymore.

Instead, buyers are forming opinions and making decisions while watching product reviews, influencer demos, and user-generated content in real time.

People will simply lose patience, and will not want to browse websites like they once did, searching for product. In fact, attention spans are decreasing.

The average human attention span has decreased from 12 seconds in 2000 to 8.25 seconds in recent years, influenced by the increasing distractions on the internet and social media, according to Samba Recovery. 

The Modern Ecommerce Stack: What Comes Next

Your website is no longer the sales engine—it’s your brand HQ. Here's how it fits into a broader, more modern approach: