In this episode of “Marketing in the Now,” Suzanne Carawan, CMO at Web2Market, Inc., challenges the view of e-commerce as a mere utility, arguing it should be a core revenue driver and central to a company’s marketing and growth strategy. She explains how AI and accessible digital tools are revitalizing e-commerce by enabling advanced data activation for audience analysis and personalization. Suzanne emphasizes AI’s role in democratizing capabilities for small to medium-sized businesses, allowing them to create personalized customer experiences and generate content more efficiently. She advises small business owners to build strong teams, embrace proactive planning, leverage new tools, think holistically about e-commerce, and tell authentic brand stories to drive significant growth.