The Internet has commoditized much of our B2C and B2B purchasing – or at least the information that guides our decisions. But it also provides business owners with opportunities to extend their reach through value-add, thereby increasing share of available market versus having to look for new markets.

So maybe that knitting store owner not only sells online, but publishes content via E-newsletters, videos or blog posts; partners with a children’s clothing store; sells items made by customers; hosts workshops, webinars and knitting circles; and offers exclusive discounts on customer birthdays. A case of community trumping commodity.

Comes down to figuring out customer buying behavior as well as what they want.