By Auni Sen, executive creative director, FP7 McCann Dubai
A discussion on self-driving cars or drones rarely starts with how people and goods were carried on horseback and wheeled carts, yet when there’s a discussion on electronic trade or e-commerce it usually starts with the glorious days of bricks-and-mortar stores.
That’s not because e-commerce has, in the words of Don Draper, “the itch of new”. In fact, the first online company, Boston Computer Exchange, was launched in 1982 and the term e-commerce was coined way back in 1984. It has evolved rapidly and continues to do so.
However, despite the evolution from physical stores to websites to apps and to social media, it
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