Where is the e-commerce app environment headed in 2021? by RJ Shara | Mar 22, 2021 | Startups | 0 comments Ashwin Ramasamy Contributor Share on Twitter Ashwin Ramasamy is the co-founder of PipeCandy, an online merchant graph business that evaluates and discovers business and customer perception metrics about D2C brands and e-commerce business.</div> <div class="contributor-byline__more-articles"> <span class="more-articles-title">More posts by this factor</span> </p> <ul class="more-articles-list"> <li><a href="https://techcrunch.com/2021/03/04/how-to-successfully-dance-the-creator-brand-tango/">How to effectively dance the creator-brand tango</a></li> <li><a href="https://techcrunch.com/2021/01/28/mind-the-gap-e-commerce-marketers-should-revise-their-tam-and-sam-estimates/">Mind the space: E-commerce online marketers ought to modify their TAM and SAM approximates</a></li> </ul></div> </p></div> </div> <p id="speakable-summary">The pandemic-induced development of e-commerce is, by now, now well recorded.</p> <p>What is happening in the app ecosystem that supports e-commerce? Is it growing? Are we likely to see debt consolidations or IPOs? Are there superapps that will emerge?</p> <p>This post is less about conclusions and more about taking you along while I go through the rabbit hole to satisfy my own interest.</p> <p>I see all 3 patterns forming:</p> <ol> <li>Superapps are most likely to emerge. I think companies like <a href="https://boldcommerce.com/">Strong Commerce</a> will be among the earliest superapps.</li> <li>There will be consolidations anchored around big SaaS gamers and roll-ups powered by personal equity funds.</li> <li>There are players like Tiny that get early-stage companies and let them run separately.</li> </ol> <p>The closest match to the growing e-commerce stack is the marketing automation stack. While there are substantial overlaps, it’s remarkable to contrast the development and compare of these communities and what drives debt consolidation.</p> <div class="article-block block--pullout block--left"> <blockquote><p> The closest match to the growing e-commerce stack is the marketing automation stack. While there are considerable overlaps, it’s interesting to compare and contrast the growth of these ecosystems and what drives combination. </p></blockquote></div> </p> <p>In between 2015 and 2021, the martech stack grew from 1,800 to 8,000, indicating it roughly doubles every three years.</p> <p>The surge of the martech stack prevails knowledge and is well recorded by Scott Brinker and his <a href="https://chiefmartec.com/">well-known supergraphics</a>. What’s worth noting is that the combination we anticipated to take place is taking place, and yet the speed of new business coming up in the space makes up for the combination– and some more.</p> <p><a href="https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/">According to Brinker</a>, the martech landscape grew 5,233% between 2011 and 2020. The fastest-growing category within martech in 2020 is information and governance, which grew in numbers by 25%. The martech app ecosystem more than tripled in between 2015 to 2018, powered by the development of SaaS and e-commerce industries.</p> <p>I am an avid tracker of this space, but I am also thinking about how we can apply martech’s advancement to the e-commerce stack. The e-commerce stack also grew 3.5 times in between 2017 and 2020. However much of the development is ahead, therefore is the upcoming combination.</p> <div class="extra-crunch-offer-container"></div> <p><img decoding="async" src="http://feeds.feedburner.com/~r/techcrunch/startups/~4/i4f0bunjcj0" height="1" width="1" alt="" /> <img loading="lazy" decoding="async" src="http://feeds.feedburner.com/~r/techcrunch/startups/~4/i4f0bunjcj0" height="1" width="1" /> Article curated by <a href="https://rjshara.biz">RJ Shara</a> from <a href="http://feedproxy.google.com/~r/techcrunch/startups/~3/i4f0bunjcj0/">Source</a>. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. 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