Ecommerce has already changed some markets and industries tremendously. We consume as much as a decade earlier but we spend less on certain products. The music industry has changed significantly due to services like Spotify and iTunes. Spotify pays $ 0.006 and $ 0.0084 per track played. For a CD of € 19.95 with 15 songs, you will have to play that CD 190 times. The price difference is huge.
Multibrand stores are, both online and offline, expected to obtain a more dominant position in comparison to mono brand stores. Online pure players and multi-channel stores have a privileged position. Young people are used to spend online and older people prefer multibrand department stores.