Is the New Way… the Old Way?

I’ve been in eCommerce since before it had a name. Back then, we called it “online sales” or “webstores” because nobody knew what to call it. Then, somewhere around the mid-2000s, eCommerce snuck in quietly like a kid late to class and decided to stick around. From there, the tech futurists have been busy reinventing the wheel every year. Customer 360. Multi channel. Omni channel. Marketplaces.

But here’s the thing: while everyone has been shouting about “the next big thing,” nobody seems to be talking about how little humans have actually changed. Yes, we have faster shipping, smarter recommendations, and an app for everything, but we still behave the same way we did a hundred years ago. We want to buy from people we trust, feel seen, and not get ripped off in the process.

So maybe 2025 doesn’t need another tech buzzword. Maybe we need to take a look at the old stores of old.

The Corner Store Playbook

Think about it. Those corner stores of the past nailed what today’s businesses keep missing.

• 1. They Knew You. The shopkeeper didn’t need a data dashboard to know your name, your kids’ snack preferences, or the exact brand of soap you liked. They remembered because they cared, and you kept coming back because it felt good to be remembered.

• 2. They Made It Easy. No endless comparisons or decision fatigue. You went in, got what you needed, and got out. No complicated loyalty programs. Just a smile, a nod, and a “see you next time.”

• 3. They Focused on Service. You didn’t have to wander around for an hour wondering if you should buy this soap or that soap. The shopkeeper helped you decide. They offered advice, solved problems, and you left feeling confident you’d made the right choice.

• 4. They Built Relationships. The corner store wasn’t just a place to buy stuff. It was where you felt part of something. You trusted the people behind the counter, and they valued you as a person, not just a wallet with legs.

Commerce Is Still About Humans

Somewhere along the way, we replaced the shopkeeper with algorithms, automation, and “personalised” pop-ups that somehow always miss the mark. Yes, the tools have changed, but people haven’t. We still want trust, connection, and simplicity.

Modern eCommerce often feels like it’s all noise. Brands throw tech at problems and call it progress. But is it progress if customers feel like just another click in your funnel?

Bringing Back the Old Ways (with New Tools)

So what if we approached modern business like the corner stores of the past? What if we used today’s tools to bring back those old principles?

• Make It Personal. Use technology to build relationships, not replace them. Be the shopkeeper who remembers their customers, even if you’re doing it through a CRM. Treat people like people, not data points.

• Simplify the Experience. Remove the noise. Give people what they need without overwhelming them with ten options, six pop-ups, and three emails before checkout.

• Focus on Service. Help your customers make decisions. Be the brand that guides, solves, and serves, rather than just selling.

• Build Community. Create places where customers feel connected to your brand and each other. The old corner store did it naturally; we have no excuse with today’s tools.

The Future Isn’t So New

The future of commerce might just look a lot like the past. The tools we have now can help us do it better, but the principles are timeless. Treat customers with care. Make their lives easier. Build relationships that last.

So as we roll into 2025, maybe it’s time to bring back some of that old-fashioned thinking. Because in the end, no matter how advanced we get, people still want the same things: a brand they trust, a service that delivers, and an experience that feels human.

And if you ever want to go full corner store, let me know. I’ve got plenty of opinions and a metaphorical apron ready to go.