NFTs, digital people, and e-commerce giants sweat heavily into Web3.0

Web3 has been on the rise for a long time, and almost all Internet giants are gearing up for the next era.The same goes for the e-commerce track.

Looking back at the history of Internet e-commerce in the Web2 era is also a battle of capital games, but its battlefield has gradually shifted and changed from traditional e-commerce sprouting in the early days to social e-commerce and live broadcast e-commerce. Today, in addition to the three giants of Ali,, and Pinduoduo, there are also players represented by Douyin, Kuaishou, Dewu, Xiaohongshu, etc., who are rapidly pouring in to devote themselves to this ups and downs, swords and swords. in the business war.

The next battleground that this group of keen businessmen smells is “Web3+ E-commerce”.

When it comes to “Web3 + e-commerce”, people can’t help but think of the most popular NFT (Non Fungible Token, non-fungible token). In fact, the giants are indeed taking NFT as the entry point, and they are in full swing to lay out the e-commerce structure in the Web3 era: as of the end of May this year, the first position for the first launch of Tao-based digital assets – Tmall Shuzang has been launched in cooperation with more than 60 brands. More than 120 digital collections have been collected; this year’s “618”, in addition to the continued efforts of Tmall Shuizang, Jingdong Lingxi platform, in conjunction with major IPs, launched digital collections involving traditional culture, digital art, trendy culture and other themes.

Using NFT as the carrier, Ali and help major brands to accelerate the growth of product sales, traffic and young consumers through the marketing method of “physical goods + digital collections”, and strengthen users’ loyalty and emotional connection to the brand.

But in the era of Web3 e-commerce, NFT is just the tip of the iceberg in many applications. After all, it is also a marketing tool.

How fragrant will the future Web3 e-commerce be? For consumers, if they choose to wear AR/VR equipment when shopping, they can go to the mall, buy goods, place orders at home, and pay directly to the merchant when they see the goods in the center. After the merchant receives the payment Delivery, from transaction records, logistics and transportation to after-sales product verification, anti-counterfeiting and other services can be traced back, without worrying about breach of contract and trust between buyers and sellers.

In the rapidly changing Web3 era, our vision for everything in the future is still unknown. But no matter what form it will take in the future, Web3 e-commerce may subvert and reconstruct the people, goods and markets of current e-commerce retail.

There is huge market imagination space, people who smell the cake are flocking in, and a new generation of revolutionaries is eager to try. How should veteran e-commerce players in the Web2 era defend the city or annex new territories?

NFTs, digital people, and e-commerce giants sweat heavily into Web3.0

E-commerce giants “crossing the river by feeling the stones”

As the world’s largest e-commerce market, how big is China’s annual transaction volume?

According to market research firm eMarketer, the total global e-commerce market in 2021 will reach 4.89 trillion US dollars (about 33.03 trillion yuan), and the Chinese e-commerce market alone will occupy half of the country, reaching as high as 2.779 trillion US dollars (about 18.77 trillion yuan).

Highly dense population, cheap and sufficient labor force, basically mature logistics industry, and abundant electronic payment methods, to a certain extent, make the development of domestic Web3 e-commerce have conditions and advantages that are difficult to match and replicate in overseas markets.

Leading the pack are Alibaba and

As the well-deserved first echelon of domestic e-commerce in the Web2 era, at this stage, both Alibaba and have taken the lead in carrying out relevant planning and project research and development in the field of Web3 e-commerce. What they have in common is that they are based on their respective alliance chain technologies. (Alibaba Ant Chain, JD Zhizhen Chain), or in the form of cloud, digital people, NFT, etc., integrate Web3 into their own business, and conduct preliminary exploration and attempts.

Ali: Enrich the platform and merchants’ promotion methods, and improve the buyer’s interaction mechanism

From the perspective of closed consumption loop, Alibaba has more than 1.3 billion active consumer users around the world, as well as mature payment and commercialization platforms and channels, and the consumption chain is relatively clear.

According to Ali’s thinking, from Web2 e-commerce to Web3 e-commerce, the first thing to change is the supply model, that is, the platform can provide users with basic capabilities such as products, orders, reviews, virtual items, and activities. The capabilities include the underlying technology and the experience at both ends of To C and To B, which will be Alibaba’s ability to first settle into Web3.

On the technical foundation side, a senior product manager of Alibaba told 36Kr that based on the huge user group, Alibaba can integrate the security capabilities and decentralized asset allocation capabilities of Web3 into its e-commerce business. Business Cloud) to carry out related business end launch, and package the more general capabilities on the original platform more perfectly.

In terms of brand planning, Alimama, a subsidiary of Ali, has established a platform marketing planning department. This department mainly focuses on the consumption experience of brand owners and related users, providing a virtual space similar to digital Web3, also called digital interactive media, in order to carry brand owners. NFT and resource replacement.

On the user interaction side, it is to further improve the interaction mechanism between buyers and merchants. For example, after buying a product or participating in an activity, buyers can create relevant content and obtain some virtual items or physical rewards. By accumulating these rewards, they can improve their credit standards, which is equivalent to platform endorsement. With the continuous accumulation of credit, Buyers can have more equity.

At the level of product display, in the past, merchants mainly displayed products in an all-round way through graphic or live video. In the future, this part can be used for virtual live broadcasts, virtual exhibitions, and even virtual digital fashion catwalks through AR/VR technology. At the same time, based on digital human technology, the display and circulation forms of NFT can also be more abundant.

At this stage, Alibaba’s exploration of Web3 e-commerce is more focused on the marketing level. It uses NFT and digital people to enhance users’ awareness and desire to buy branded physical products. Especially, the application of digital people is relatively mature and has gradually formed. The closed loop penetrates downwards.

NFTs, digital people, and e-commerce giants sweat heavily into Web3.0

For example, in addition to using digital people to launch IP product promotions and activities on the platform side, Ali will also delegate this part of capabilities to merchants, and merchants will use digital people to serve their own products. At the end of the day, these are still upgrades to promotions.

According to this model, Ali’s profit model in Web3 e-commerce will not change much, and it still mainly comes from two aspects, one is the commission of the brand or product, and the other is the exposure or pit fee. Because no matter how Web3 e-commerce changes in the future, its core is to make the transaction links between buyers and merchants more diversified, but for Ali platform, the core of making money is still the advantage of traffic.

At present, Ali’s various module technologies and capabilities in the field of Web3 e-commerce are based on the Ant blockchain, but the overall is still relatively scattered, mainly based on a single-point iterative layout, and has not yet formed a trend of integration. Take the lead in focusing on commodity anti-counterfeiting traceability, with a dual layout of “supply chain + finance”

Unlike Ali, which is more advanced in marketing,’s first attempt in the direction of Web3 e-commerce is the anti-counterfeiting/verification/traceability of goods, as well as the traceability of supply chain, logistics and transportation.

On the whole,’s Web3 e-commerce layout is mainly based on the Zhizhen chain, which focuses on the main business and integrates blockchain-related technologies based on business scenarios.

A senior product expert from told 36Kr that the biggest problem in the domestic e-commerce market is the rampant production of fake products, but relying on the decentralized trust mechanism of the blockchain, as well as the characteristics of openness, transparency, traceability, and non-tampering of data, e-commerce can be Combining brands for product certification, including anti-counterfeiting technology and product traceability, directly makes counterfeit goods lose their living space. This is also in line with’s consistent self-operated and authentic image.

“The fight against counterfeit goods and the protection of intellectual property rights are the core values ​​of Web3 e-commerce.” He mentioned that the combination of Web3 and e-commerce can promote the fairness and regularization of the entire market. For example, users don’t need to worry too much about the store’s credit rating when shopping, verifying various positive and negative reviews, and whether to swipe orders, because the trust problem has been resolved the moment they are “on the chain”.

In terms of commodity anti-counterfeiting and traceability, the digital warehouse system of bulk commodities can lock warehouse materials and store them in the blockchain in digital form, and can monitor the circulation of commodities in real time. At the same time, the traceability of goods has also expanded from the initial traceability of consumer goods to the traceability of pharmaceutical products, which better supports’s health services.

In addition to the goods themselves, in terms of electronic contracts, JD Zhizhen Chain can provide services such as identity authentication, contract templates, electronic seals, document signing, contract filing management and other services for cloud electronic contracts, and store certificates through the blockchain to provide contract data. Provide double insurance, with multi-party witness, tamper-proof, traceable features. In addition, has also expanded its electronic digital property rights services.

NFTs, digital people, and e-commerce giants sweat heavily into Web3.0

A senior product expert of revealed that by the end of 2021, has more than 2,000 cooperative brands of Zhizhen Chain, and the anti-counterfeiting inquiry service has accumulated to a scale of tens of millions, covering various categories such as maternal and child, beauty, second-hand, and luxury goods.

In addition to supply chain innovation, finance is also another important area of ​​JD’s Web3 e-commerce layout. Jingdong mainly combines two credit payment products, white bars and gold bars, with the supply chain through financial innovation, and is also doing capital supervision. has also explored the membership service system, including issuing points, red envelopes, virtual currency, etc. to users to better enhance user loyalty.

Of course, the current Web3 e-commerce layout of is more focused on the anti-counterfeiting and traceability of goods, which belongs to the service category for the current Web2 e-commerce, and has not reached a subversive innovation or business model change in the Web3 e-commerce stage.

Beyond the Big Two

Not only Ali and crossed the river by feeling the stones, but another giant, Pinduoduo, was not absent.

Relevant industry sources revealed that Pinduoduo is currently trying to explore Web3-related businesses, but has not made it a business focus. In his view, the core difficulty for Pinduoduo to realize Web3 e-commerce is how to enable each user to create value and bring benefits to itself. Although the task system such as “invite friends to make orders” launched by Pinduoduo can also help users create value, the essence of this model is to allow users to spend time in exchange for corresponding rewards.

It is worth noting that Pinduoduo has been slow to move in NFT. The reason may be related to the tonality of the platform.

On the whole, the general users are more interested and have a strong sense of participation, and it is some brand NFTs with relatively high quality and tonality. However, for a long time, Pinduoduo has mainly focused on the sinking market. These users are not very enthusiastic about participating in new things such as Web3. This may be a potential risk for the company’s Web business layout.

In contrast, users of platforms with more vertical user portraits such as Xiaohongshu and Dewu may be more likely to pay for brands in specific fields such as beauty, mother and baby, and Chaowan.

For example, in June this year, Dewu launched the digital collection platform and released the first round of NFT avatar Sneakercube. Users can get the NFT avatar blind box through a lottery. The avatar has a traceable number and can be displayed in the Dewu community, but it does not support secondary trade.

There is also Xiaohongshu, who has been pursuing the “dream of e-commerce”. Since last year, Xiaohongshu started the “Trend Digital Era” plan, and successively invited virtual people such as Lil Miquela, AYAYI, Reddi, and Guofeng virtual idol Ling Ling to settle in Xiaohongshu, and the virtual person ecology has been further expanded. In the first half of this year, Xiaohongshu officially launched the digital art platform R-SPACE, which supports users to directly purchase NFTs on Xiaohongshu and display their collections on their personal homepage.

But at this stage, Xiaohongshu’s layout in the Web3 field is more inclined to Web3 social networking, and has not actively cooperated with its own e-commerce business.

NFTs, digital people, and e-commerce giants sweat heavily into Web3.0

Although more and more e-commerce players are beginning to pay attention to the new business opportunities of the “Web3 e-commerce” model, how do they go? Where are you going? It is still an unresolved core issue, especially the monetization model of future business collaboration is still unclear.

Even the three domestic e-commerce giants are currently only stranded at the entrance of Web3 e-commerce, looking for the correct answer in the fog.

Technology maturity is the key to the formation of a closed business loop

In fact, the technical differentiation of domestic and foreign companies in the field of Web3 is not large. In addition to blockchain technology, decentralized services, underlying protocols, security, and privacy protection are still the technical paths that we continue to advance.

Specific to the e-commerce track, in the current Web2 era, e-commerce platforms mainly input relevant product information and activity information to users in one direction. However, for users, after shopping, they can only post relevant comments and posts on the platform, and it is difficult to realize commercialization or monetization of content. At the same time, the ownership of information still belongs to the platform.

From a technical point of view, to better realize Web3 e-commerce in the future, two technologies are inseparable from the core, one is blockchain and the other is cryptocurrency.

First of all, for the platform, the Web3 e-commerce model can greatly improve user stickiness. For example, users can participate in the information and digital construction of the platform, and can also actively output relevant content through various forms. This means that the content boundary between the platform and users will become increasingly blurred, and users can benefit from the platform. At present, some startups have entered the e-commerce platform track from this perspective.

Secondly, for users, transactions mainly occur between users and platforms today, but in the future, with the maturity of cryptocurrencies and NFTs, transactions between users can be better supported, which is equivalent to the current Tmall, Taobao, Xianyu. Wait until the capabilities of each platform are integrated into one platform, and then combine with AR/VR, NFT and other technologies to allow users to create value more freely on the platform.

For example, in terms of NFT, Tmall Shuizang is accelerating the expansion of the ecosystem and strengthening cooperation with brand enterprises. Its team is mainly composed of platform builders, and its specific technical capabilities depend on relevant departments such as Ali Zhongtai or Ant Blockchain.However, we have not yet seen a clear direction on how to better integrate NFT with Web3 e-commerce. At present, it is more of an NFT + physical method. That is to say, apart from a separate NFT trading platform, NFT is only a marketing method for e-commerce. .

If NFT wants to go through Web3 e-commerce, the maturity of its technology and ecology is a condition that cannot be ignored. Once the transaction is opened, it is necessary to connect the scarcity of digital collections with the link process of purchase and resale, which is one of the keys to the maturity of Web3 in the future.

The upgrade of payment methods will be a change worthy of attention in the Web3 era, but the process will not be easy. It is necessary not only to improve the security of payment based on privacy computing or blockchain technology capabilities, but also to consider how to establish an issuance standard to maintain the ecology of NFT. , which involves many difficulties such as technology, ecology, policies and regulations, and industry norms.

In terms of interactive technology, in the future, e-commerce will use digital virtual human and AR/VR technology to allow users to realize virtual and real interaction. The interaction between people or between people and products will undergo fundamental changes, and even affect To the reshaping of business models, this requires continuous promotion of virtual digital human technology to achieve a seamless connection between virtual and reality.

The maturity of Web3 e-commerce always depends on the maturity of technology. On the basis of mature technology, users are more willing to interact with the platform, actively create value and generate content, so as to form a closed loop of commercialization. This is one of the important signs to judge the maturity of the entire Web3.

NFTs, digital people, and e-commerce giants sweat heavily into Web3.0

At present, it is not difficult for us to find the commonalities of these e-commerce players in the layout of Web3 e-commerce, and all of them cannot avoid NFT. Why are they obsessed with this? This has to mention another concept – NFR (Non-Fungible Rights, non-fungible rights), which is a beneficial attempt to “Chinese NFT”.

Unlike NFT, which highlights the attribute of “token”, NFR emphasizes the function of “equity” and is also based on blockchain technology. It has non-homogeneous characteristics, is unique, cannot be tampered with, and is irreplaceable. model.

As early as October last year, under the guidance of the Institute of International Technology and Economics of the Development Research Center of the State Council, China Mobile Communications Federation, Beihang University Digital Society and Blockchain Laboratory, Tsinghua University Information National Research Center and other units jointly released the report. “Non-Fungible Rights (NFR) White Paper – Application of Blockchain Technology in Digital Rights”.

It is mentioned in the “White Paper” that NFR has established a digital certificate model. After the products on the chain are evaluated, tested and certified by a third party, they will be publicly traded in the form of digital certificates. The transaction must return to physical assets. The digital certificates are permanently stored and can be Effectively protect the rights and interests of users.

More importantly, NFR has a complete legal regulatory framework and certification mechanism, which essentially solves domestic technical and legal problems, which means that it can be used in a wider range of fields such as film and television, music, games, agriculture, sports, education, etc. Its “virtual and real coexistence” feature can also better empower the real economy and the digital economy.

Industry shuffle Yes or No? The pain of “decentralization” of giants

In essence, Web1 is selling traditional physical goods, whether it is eating, drinking, and playing, these are all we can get offline. In the Web2 era, the birth of e-commerce has opened up the channels between offline and online. Users can buy goods through mobile phones and the Internet without meeting sellers.

However, in the Web3 era, the products (such as NFTs) purchased by users are made out of thin air. If players want to completely replicate the gameplay of Web2 e-commerce, it is not a long-term solution to “change the shell” to sell. An important reason why people are not optimistic about Web3 e-commerce.

Therefore, for Web3 e-commerce, how to find new ways to play, attract everyone through content, or connect the people, goods, and markets of Web3 e-commerce through the combination of virtual and real, this is a very critical step. Players have to think about what the real needs of Web3 e-commerce are, rather than copying Web2 to create false needs.

So will Web3 e-commerce form an industry reshuffle in the future? The key answer may depend on the “indigenous people” of Web2 e-commerce.

At present, Web3 e-commerce is mainly used as a supplement to the supply chain system, and cannot bring changes to the upstream and downstream supply chains of the entire B-side of e-commerce. It is also far from the ideal and mature Web3 e-commerce form of the public. .

The maturity and commercialization of the technology, along with the integration of the business capabilities of each module, can then satisfy a wider range of user demands. At the same time, with the development of Web3 e-commerce to a certain scale, the state can better predict and regulate it.

But in fact, even though Web3 technology is very mature, its “decentralization” feature is still an insurmountable gap between Web2 and Web3 for big companies like Alibaba and Because of “decentralization”, it will inevitably dilute the centralized privileges of large companies in the Web2 era. This so-called “centralization” is reflected in the centralization of the business system and traffic distribution logic.

In particular,, which focuses on the sinking market, has the highest degree of centralization of its e-commerce system. Its core categories such as home appliances, 3C, daily department stores, and supermarket drinks all adopt the self-operated model. After buying goods from suppliers, they put them on’s self-operated logistics. In the warehouse, in order to ensure the logistics efficiency. At present,’s self-operated GMV accounts for more than 70% of the overall sales of, which is undoubtedly the biggest trump card and foundation of

In contrast, Ali’s e-commerce business system itself is decentralized, because Taobao does not touch goods, it mainly relies on merchants to settle in, and rookies participate in logistics.

But whether it is Ali or, their traffic distribution logic is centralized, and traffic distribution depends on the platform and platform rules. Therefore, it is not difficult to find that the current layout of Alibaba and in the direction of Web3 e-commerce is still based on platform-based ideas, and the basic business and content areas are upgraded without touching the core business system and traffic distribution logic.

So the question is, will the future Web3 e-commerce have to “cut hands and feet” by giants and give up the centralized advantages of business system and traffic distribution? For giants, thinking about this problem is like Hamlet sitting on the edge of a cliff thinking “To be or not to be”.

The future is still unknown, and the answer may be more than one solution.

For example, NFTICALLY, an overseas Web3 e-commerce SaaS platform, recently launched the world’s first Metaverse e-commerce ecosystem “COMEARTH”, which is based on the Web3 e-commerce engine and supports the decentralized support of the Polygon blockchain. In this 3D immersive virtual commerce environment, brands, businesses, content creators and celebrities can purchase virtual spaces/virtual real estate as “citizens” and launch e-commerce experiences for their clients, consumers and fans.

The Web3 e-commerce company Yuanyu Light, established this year, will also benchmark COMEARTH, mainly providing brand-side Web3 planning, digital token sales, digital collection sales, physical sales and other products and services.

NFTs, digital people, and e-commerce giants sweat heavily into Web3.0

In the opinion of a senior product expert from, in the future, Web3 e-commerce will no longer have the dominant position of e-commerce platforms and relatively weak merchants, but will prefer a weak platform concept, which will be dominated by brands and product providers, while e-commerce platforms will Mainly provide services for brands.

In this open environment, the pattern of Web3 e-commerce players will be in full bloom. For example, the user’s account is no longer limited to a certain platform, and the user can go to any platform to shop at any time, or share things to all platforms with one click, without worrying about the trust of products. At that time, merchants selling goods may not be limited to the live broadcast of several e-commerce platforms, and other formats or selling methods may appear.

As for whether Web3 e-commerce will reshuffle the industry, a senior product manager of Ali believes that this is not very likely, “because there are differences in information and scale between each platform.” He said.

At present, every e-commerce platform and brand has an independent user group. For example, Xiaohongshu mainly focuses on vertical users such as mother and baby, makeup, etc., and Dewu is mainly from trendy users. Vertical users are loyal and dependent on the platform ecology. It is very difficult to disperse, migrate, and integrate these users through Web3.

In addition, judging from the current players’ Web3 technical reserves, apart from the difference in the landing scene, the overall technology is not much different, and the homogeneity is obvious. Players and players, platforms and platforms quickly follow up and iterate new products and new scenarios. With high ability and fast response, it is difficult to subvert the industry through poor information or new products as before.

It is undeniable that the Web3 outlet has stimulated a large number of players to flood into the blue ocean market.

At this juncture, eBay, China’s first C2C e-commerce website, which was born in the same year as Ali, recently announced that it will be shut down in August this year. These 23 years are just a wave caused by the ups and downs of China’s e-commerce business.

But the future is not the destination. No matter where Web3 e-commerce will go, it is certain that Web2 and Web3 e-commerce are not confrontational. , or at the enterprise level. Just like after the official commercial use of 5G, 2G and 3G, which were born in the late 20th century to the early 21st century, gradually withdraw from the network and fade out of the historical stage.

In this long industry transition period, how to keep thinking rationally, throw away fantasy, and prepare for battle is the key for every player to get the final ticket.

Entrepreneurs imagine Web3 e-commerce:

Lin Zhiyu, founder of Yuanyu Light:

In the Web2 era, it is “renting the Internet”. The platform purchases data and copyright assets on a large scale and “rents” it to users in the form of membership fees. As far as the e-commerce industry is concerned, Tmall in the Web2 era is the most representative platform. Brands and merchants pay “entry fees, technical service fees, and advertising fees” to Tmall, and the centralized Tmall earns a lot of money. majority interest.

Web3, on the other hand, is more about the reconstruction of interests. The emergence of blockchain and NFT will confirm and capitalize the most important data in the Internet that has developed for more than 20 years. Compared with Web2, it is “buying the Internet of assets”. Data assets can be easily minted and circulated in the form of NFT. At present, platforms such as Comearth have emerged to sell early “NFT commercial real estate”. After the user becomes the owner of the NFT real estate, all the fees paid by the brand owners who settle in in the future will be proportionally distributed with the NFT real estate owner.

Under this mode of operation, users can cross from the identity of the buyer to the identity of the “asset owner”. And the benefits that “NFT commercial real estate” can obtain is not only “the merchant’s entry fee and advertising fee”, but also the profit of the goods purchased by the “e-commerce buyer” will also be distributed to the “NFT commercial real estate owner” according to a certain “agreed proportion” “.

In the era of Web3 e-commerce, a more mature e-commerce ecosystem and community may emerge, and everyone may be a “buyer” or an “asset owner”. Such an underlying ecosystem of e-commerce will spawn more interesting e-commerce platforms, models and users.

When the underlying economic model of Web3 is mature and solid, based on the xr experience in the Web3 era and the mature supporting of tactile hardware devices, a new e-commerce market in the Metaverse era will surely be born.

Outland founder & CEO Jason Li:

I think in a future Web3 world, NFTs will be one of the most important tools for all brand marketplaces:

For traditional brands, the sale of NFTs can be used as an important means to enhance user stickiness. For example, users who buy branded NFTs can get special discounts, offline activities, and physical redemption.For users who have purchased NFT wallets, airdrops of coupons and other activities can also be carried out.At the same time, the characteristics of the Web3 world also have a decisive advantage when analyzing user-specific attributes. For example, the 30E physical necklace exchange launched by Tiffany for Cryptopunk before is a successful experiment for luxury brands to hold wallets/holders of high-value NFTs as potential customers of the brand.

On this basis, different brands can use various tools for on-chain analysis to lock wallets according to ideal user portraits for publicity. For any brand, building a core consumer group community is a very important job. In the era of Web3, it is more direct and convenient to obtain the most direct user feedback by maintaining and operating the NFT holder community, which is more direct and convenient than conducting sample research through third-party companies in the traditional market. In the form of CC0 NFT (Creative Commons 0 NFT), through the second creation of NFT and the establishment of some small activities around it, the NFT holding group becomes the most powerful voice, and the power of users helps to expand the brand influence. These are the missions and work that Outland is or hopes to accomplish.

Outland’s new NFT work 3Face by American artist Ian Cheng, which will be released at the end of this month, is a work that combines cutting-edge technology and digital art experience. The personality model framework developed by the artist will use the data of the owner of the work in the public transaction of the electronic wallet. Based on the collection, through a series of data points collected, the personality model selected at the beginning of the collection will analyze the data, so as to analyze the individual psychology of the collector, and generate a unique NFT image dedicated to the collector. We hope that in the continuous iteration of the Web3 world, through personalized products, the user’s experience can be richer and more real, and while enhancing the sense of experience, the incarnation of the NFT world can present a larger dimension.

Starcore Future CEO Xu Caichao:

Whether it is Web3 e-commerce, Web3 social networking, or Web3 combined with other products in other fields, I think it will be realized eventually, but the lighthouse is standing there, and everyone feels the question of which stone to cross the river. If Web3 is a puzzle, then there are many Block puzzles are still lacking, such as infrastructure, peripheral tools, application scenarios and usage habits. Web2 is still very good, so I think it is difficult to replace Web2 overnight. At this stage, I think it is relatively difficult.

The same is true for Web3 e-commerce. We have always advocated that Web3 is an architecture system centered on the creator economy. There can be many good attempts in Web3 e-commerce, and we can optimize e-commerce brands in various industries around “e-commerce + Web3”. The relationship between users, re-examine the “people and goods market”, or “Web3 + e-commerce”, create a new Web3 e-commerce economic model through new models, new IPs, and new creations, so as to better realize the value of creators. , Distributed and re-matched the resources of people and goods yard to create inclusive benefits, which will be one step closer to Web3.

Shi Xingguo, founder of Hyperchain:

E-commerce in the Web3 era is still based on business, but the form is completely different from now.Because Web3 technology can provide more independent contractual relationships, more convenient cross-organizational collaboration, and longer tail value resonance, so:

1. Merchants and users are no longer limited to specific platforms, that is, merchants are no longer required to settle in a specific platform, and users do not need to be registered users of a platform.

  • E-commerce in the Web1 era is platform service-oriented; (ie: payment, logistics, preferential activities, and shopping experience are the core competitiveness)
  • E-commerce in the Web2 era is driven by push and attention; (ie: social, interactive, KOL-led)
  • E-commerce in the Web3 era is guided by the convergence of user value orientations. (ie: personalization and value recognition are more obvious, and the overall sales volume is driven by the segmented market), some brands already have obvious cross-platform trends, and only need to wait for the Web3 technology to mature.

2. Cross-category cooperation is more common, similar to the current cross-store full reduction on the platform, but the form is more flexible and popular. The proportion of spiritual consumption above quality consumption has increased. Scene-driven consumption is implicitly provided by multiple merchants, and users will have more spiritual resonance in the whole process of consumption.

3. Private domain traffic plays a greater role, and private domain traffic begins to precipitate as the assets of shops or brands. In the future, more business activities will be customized around their own private domain traffic assets, and the existing private domain traffic operators and merchants will further develop from simple traffic monetization into a traffic mutual beneficial relationship. Some of today’s live broadcasters have evolved into private domain buyers or private domain stewards.

Love Avatar CEO Mark:

In the first stage of the development of Web3 e-commerce, breakthroughs should be made in the field of digital assets and content production. We will increasingly build empowered content based on Web3, which is the infrastructure of the content creator ecosystem. This production tool It will be better integrated with the content trading platform to create a better digital asset and content sales model.

At this stage, the core of Web3 e-commerce development is the production of content, or the production of digital assets, and the confirmation of transfer rights must be carried out on the chain, rather than the online registration after a large number of off-chain assets were created offline in the past. this form.

So when will Web3 e-commerce really rise? Today, most of our daily consumer goods and daily wealth creation are still carried out in reality. When the form of creating content and wealth in the virtual or online environment is becoming more and more popular, and the proportion of virtual content or virtual assets in the entire national economic system is getting higher and higher, the weight of Web3 e-commerce is getting bigger and bigger. The rise will form a mainstream trend.

At this stage, a key factor that determines whether Web3 e-commerce can grow rapidly is whether content production or online transactions of digital assets can flourish, which is something we are very much looking forward to seeing.

Guo Xu, founder and CEO of Joy Art J-ART:

In the era of Web3, the relationship between users and brands has been reconstructed, the boundaries of organizations are gradually blurred, and users can participate in the construction of new brands; at the same time, user data only belongs to users themselves, and digital assets and rights have become the consensus for dividing users. The brand’s services will be based on on-chain contracts. Digital assets will become a brand-independent product line, and at the same time, it will also be integrated with physical products to form the Metaverse of Web3 e-commerce.

Posted by:CoinYuppie,Reprinted with attribution to:
Coinyuppie is an open information publishing platform, all information provided is not related to the views and positions of coinyuppie, and does not constitute any investment and financial advice. Users are expected to carefully screen and prevent risks.

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