How Web3 vs Web2 ECommerce Stores And Underlying Technologies Impact Consumers

web3 vs web2

As technology continues to advance, so does the world of e-commerce. With the rise of blockchain technology and decentralized platforms, a new era known as Web3 is emerging, challenging the traditional landscape of Web2 e-commerce stores. The fundamental shift from centralized control to decentralized autonomy has sparked innovation, transforming how online businesses operate and interact with their customers.

In this article, we will explore the key differences between Web3 vs Web2 ecommerce stores, highlighting each approach’s advantages and potential drawbacks. We will delve into the core features, underlying technologies, and the impact these advancements have on various aspects of the ecommerce industry, such as security, transparency, user ownership, and trust.

Web3, powered by blockchain technology and decentralized protocols, promises to redefine the ecommerce experience by placing data control and ownership back into users’ hands. Web3 aims to eliminate intermediaries, enhance privacy, and foster a more inclusive and equitable online marketplace through smart contracts, decentralized identity systems, and peer-to-peer transactions.

On the other hand, Web2 ecommerce stores, which dominate the current landscape, rely on centralized platforms and intermediaries to facilitate transactions and store user data. While these platforms have undoubtedly brought convenience and accessibility to online shopping, they also raise concerns about data privacy, censorship, and the concentration of power in the hands of a few tech giants.

Throughout this article, we will analyze the potential benefits and challenges of transitioning from Web2 to Web3 for ecommerce businesses and the implications for consumers. We will also explore real-world examples of Web3 ecommerce platforms that are already pushing the boundaries of what is possible in online commerce.

What are web1, web2, and web3 concepts in internet technology?

The World Wide Web (WWW) resulted from extensive research and development throughout the 1990s, following numerous attempts to create a global network starting in 1983.

One significant challenge during this period was determining how resources within this network could be effectively shared. Multiple solutions were proposed, but in 1989-1990, Tim Berners-Lee introduced the World Wide Web, which emerged as the most widely adopted solution.

The World Wide Web is an information system built on top of the Internet, enabling users to share resources through URLs (Uniform Resource Locators) connected by hyperlinks, ultimately forming what we know as websites on the Internet.

Throughout its existence, the internet has undergone paradigm shifts that have significantly enhanced its functionality and usability. In the following sections, we will explore some of the notable paradigms identified and discussed by technology analysts.

Web1: The Early Era of E-commerce

During the Web1 era, e-commerce was predominantly conducted through basic websites that offered limited functionalities and needed robust security measures. Transactions often relied on email or telephone orders, with minimal encryption to safeguard sensitive information. Payment options were primarily restricted to credit cards and checks, and the shipping and delivery processes could have been more active. However, despite these constraints, the emergence of e-commerce in the Web1 era laid the foundation for the explosive growth of online shopping we witness today, as businesses recognized the immense potential of the Internet as a powerful platform for commercial activities.

Craigslist: Founded in 1995 in San Francisco, Craigslist revolutionized localized online commerce. Its platform allowed users to buy and sell items within their specific geographic regions, utilizing a classified ad format. Over time, Craigslist expanded its scope to include job advertisements, dating services, online forums, and community event listings. The success of Craigslist heavily relied on user-generated content, facilitating peer-to-peer interactions.

Amazon: Established in 1994, Amazon started as an online bookstore, directly competing with traditional retailers like Barnes & Noble and Borders Books. As it gained traction, Amazon expanded its product range and diversified its offerings beyond books, becoming dominant in the e-commerce industry.

eBay: Founded in 1995 as AuctionSite, eBay began as an online auction platform catering to collectors interested in buying and selling unique items. Rapidly gaining popularity, eBay became a comprehensive marketplace encompassing various products and services.

CDNow: Another noteworthy player in the early e-commerce landscape was CDNow, which launched in 1994 as an online store specializing in CDs. It quickly gained recognition as one of the pioneering platforms for music enthusiasts worldwide. In 2000, CDNow was acquired by Amazon and subsequently merged into the e-commerce giant’s music store.

Despite their humble beginnings, these early Web1 e-commerce platforms paved the way for the transformation of online shopping, proving the viability and potential of conducting business transactions over the Internet. As technology continued to advance, subsequent generations of the web would further refine and revolutionize the e-commerce experience, leading us to the current era of Web2 and the exciting possibilities on the horizon with Web3.

Web2: Empowering Personalized E-commerce Experiences

Web2 revolutionized the e-commerce landscape, ushering in an era of increased accessibility and user-friendliness for retailers and consumers. This transformative phase of online shopping offered enhanced security measures, streamlined checkouts, and personalized recommendations, making the entire process more convenient and tailored to individual preferences. Additionally, the widespread adoption of mobile devices prompted the development of intuitive shopping apps, further expanding the reach of e-commerce. Web2 fundamentally reshaped how we buy and sell goods online, laying the groundwork for the remarkable growth witnessed in the e-commerce industry.

Amazon: Amazon’s transition from Web1 to Web2 e-commerce encompassed crucial advancements such as personalized user experiences and the integration of user-generated content. The company also focused on investments in fulfillment and logistics, ensuring efficient order processing and delivery. Additionally, introducing a third-party marketplace enriched the selection available to customers, solidifying Amazon’s dominance in the Web2 e-commerce space.

eBay: eBay successfully embraced the Web2 era by significantly improving its user interface. These enhancements included refining the auction model, introducing a comprehensive feedback system, integrating PayPal as a secure payment option, and incorporating the convenient “Buy It Now” feature. These changes fostered trust and transparency within the marketplace, streamlining transactions and enhancing the overall shopping experience for users.

Etsy: Founded in 2005, Etsy carved a niche by focusing on handmade, vintage, and unique goods. Aside from platforms like eBay and Amazon, Etsy allowed sellers to offer digital items, including 3D model files for printing. This specialization in one-of-a-kind items resonated with consumers seeking distinctive products, further fueling the platform’s growth.

Although established in 1999, Zappos gained prominence during the Web2 era by prioritizing exceptional customer service and cultivating a unique corporate culture. The online shoe and clothing retailer became synonymous with a hassle-free shopping experience and set new standards for customer satisfaction.

Shopify: Launched in 2006, it empowered individuals and businesses to establish online stores within minutes. This marked a significant departure from the time-consuming processes of Web1, where setting up an online business would take months. Shopify quickly gained popularity among aspiring entrepreneurs, offering an intuitive platform to kickstart their e-commerce ventures.

The Web2 era witnessed an immense transformation in e-commerce, enhancing sellers’ and buyers’ convenience, personalization, and trust. As we move into the next generation of the web, Web3, we can anticipate further innovations that will reshape the e-commerce landscape and continue revolutionizing how we engage in online commerce.

Web3: Empowering Trustless E-commerce for the Future

Web3 is poised to revolutionize e-commerce by introducing trustless peer-to-peer transactions without the need for intermediaries like payment processors. This paradigm shift empowers consumers to maintain greater control over their personal information and transaction data while also facilitating the wider adoption of cryptocurrencies as a form of payment.

OpenSea: Established in 2017, OpenSea has emerged as a prominent marketplace for buying and selling Non-Fungible Tokens (NFTs). NFTs are unique digital assets verified on a blockchain. OpenSea facilitates direct peer-to-peer transactions, eliminating intermediaries and granting buyers and sellers increased autonomy, security, and privacy. The platform supports various NFT categories, including digital art, gaming items, collectibles, and more. OpenSea’s innovative approach is instrumental in driving the growth of the Web3 e-commerce ecosystem.

Particl: Launched in 2017, Particl offers a privacy-centric, decentralized e-commerce platform known as the Particl Open Marketplace (POM). Leveraging its blockchain, a Bitcoin fork, Particl prioritizes user privacy. It provides an eBay-like experience while removing the reliance on intermediaries and restrictions. With Particl, users can conduct transactions without intermediaries, ensuring greater control over their data and fostering a trustless environment.

OpenBazaar: Originally founded in 2014 as DarkMarket, OpenBazaar temporarily ceased operations in 2020 due to challenges with user acquisition and financial difficulties. However, the platform announced its return in 2023. OpenBazaar offers a decentralized e-commerce platform that enables individuals and businesses to buy and sell goods and services without needing a centralized authority or intermediary. Sellers can create online stores and customize listings, while buyers can browse products and purchase directly from sellers. OpenBazaar embraces the principles of decentralization and blockchain technology, enabling users to engage in commerce in a more peer-to-peer fashion.

Origin Protocol: Established in 2017, Origin Protocol provides a decentralized platform that empowers developers to create their own peer-to-peer marketplaces and e-commerce applications. Using Origin Protocol, developers can build decentralized applications (dApps) operating on the platform. These dApps can range from online marketplaces for various goods and services to sharing economy platforms for home-sharing, car-sharing, and more. Origin Protocol’s flexible infrastructure contributes to the advancement of Web3 e-commerce by facilitating the creation of innovative and decentralized marketplaces.

Web3’s emergence in e-commerce offers exciting possibilities for trustless transactions, enhanced privacy, and increased user control. As technology continues to evolve, we can expect further innovations that push the boundaries of what is possible in online commerce, paving the way for a decentralized and inclusive future.

Understanding the Distinction: Web2 vs. Web3 for DTC Founders

Regarding the application and infrastructure layers, web2 and web3 exhibit fundamental differences that have significant implications for Direct-to-Consumer (DTC) founders.

Web2, characterized by centralized ownership of data and networking, dominates the current landscape. In this model, brands like Nike retain consumer data ownership and utilize tools like Klaviyo to implement cross-selling and upselling strategies. These tools are typically hosted on and accessed through infrastructure controlled by platforms like Amazon Web Services (AWS).

On the other hand, web3 represents a paradigm shift with its decentralized ownership of data and networking facilitated by open blockchain protocols. For DTC founders, this means embracing new possibilities. Instead of relying on centralized solutions, brands can leverage web3 technologies to empower consumers and enhance their control over data.

In a web3 model, brands can utilize loyalty software such as TYB and Toki** to implement cross-selling and upselling strategies. What sets web3 apart is the integration of consumer wallets like Bitski, enabling individuals to access and utilize their data. This data is securely stored on open protocols like Polygon and Solana, promoting transparency and accessibility.

By transitioning from web2 to web3, DTC founders can tap into the potential of decentralized technologies. This shift offers opportunities to build trust, empower consumers, and foster greater control over personal data. Embracing web3 allows brands to reimagine their approaches to customer engagement, loyalty programs, and data ownership, ultimately shaping a more user-centric and transparent digital ecosystem.

What Web3 means to brands

The impact of web3 on brands has been met with skepticism due to the noise and hype surrounding non-fungible tokens (NFTs) and custom metaverses in recent years. The market correction and the bankruptcy filing of FTX further added to the uncertainty surrounding web3. However, despite these setbacks, web3 remains a powerful technology with the potential to transform existing commerce models.

Brands must continue exploring a web3 strategy, as evidenced by recent developments such as Nike’s.SWOOSH announcement, Mastercard’s thoughts on NFT loyalty, and Adidas’ launch of Virtual Gear. Understanding the key enabling features of web3 technology is crucial in realizing its benefits for brands. These features include provenance, economic rights, incentive realignment, and interoperability.

Web3 shifts platform incentives away from conventional commerce models, creating long-term loyalty and acquisition models. NBA Top Shot is an example of how web3 can revolutionize economic rights and provenance. Through royalties and blockchain-based ownership verification, the NBA and NBPA monetize the resale of digital trading cards, which has generated significant revenue.

E-commerce brands can leverage web3 technologies to enable provenance, economic rights, incentive realignment, and interoperability. While it may not be the top priority for many DTC brands due to resource limitations, exploring web3 applications can provide long-term benefits and improve the consumer experience.

Among various web3 applications, web3 loyalty programs are a top priority for brands. These programs offer a 10x better solution than current web2 models, addressing major customer acquisition and retention pain points. By leveraging web3, brands can enhance their topline and profitability metrics, delivering a more rewarding and engaging customer loyalty experience.

While the potential of web3 is powerful, brands should focus on tangible benefits that significantly improve the consumer solution and experience. Prioritizing web3 solutions that offer substantial advantages over web2 models will drive the most significant value for brands.

Despite the challenges and uncertainties surrounding web3, brands should continue to explore its potential and prioritize web3 applications that provide substantial benefits. Embracing web3 technologies, such as loyalty programs, can improve customer engagement, revenue growth, and long-term success in the evolving digital landscape.

Embracing Web 3.0: The impact on e-commerce

The advent of Web 3.0 is set to revolutionize the e-commerce landscape, offering new possibilities for brands to redefine their strategies and prioritize user-centric experiences and agile design. Web 3.0, driven by open-source software and blockchain technology, aims to create a transparent internet and is already making waves in various sectors. As e-commerce embraces these changes, companies can consider long-term strategies to stay ahead of the curve and thrive in the evolving digital landscape.

The International Trade Association reports significant growth in the e-commerce industry in recent years. With an 18% share of global retail sales in 2020, e-commerce is projected to capture nearly 22% by 2024. As cryptocurrencies and blockchain gain wider acceptance, these numbers are expected to increase further. In this context, e-commerce brands must decide to shift and scale their business models to align with Web 3.0. The success of Web 3.0 is fueled by the growing demand for transparency from consumers, which should drive branding and financial decisions while emphasizing the user experience.

Web 3.0 emphasizes the importance of identifying and building communities, giving consumers a sense of ownership. Thriving in the Web 3.0 environment requires e-commerce brands to understand the intersection of smart storytelling, customer value alignment, and creating meaningful community experiences. Neglecting the need for community and brand alignment may result in losing customer loyalty. Along with Web 3.0, E-commerce allows brands to understand their buyer personas better. However, it is important to avoid “overselling” in a space where young users are hyperaware of marketing tactics.

Navigating the Landscape of Online Transactions and Decentralized Networks

Navigating online transactions and decentralized networks is crucial for the future of e-commerce. Businesses should assess the versatility of their solutions and ensure they can adapt to evolving industry capabilities and standards. For example, accepting cryptocurrencies and integrating them with blockchain applications such as Uniswap or dyDx offers flexibility and more options for customers. It is essential to design these improvements with the end-user in mind, considering their familiarity with other digital platforms and their expectations for a seamless and valuable experience.

Web 3.0 is fundamentally driven by brand. Companies must align their strategic growth in this space by creating an ethos and familiarity with consumers on wholly digital platforms. In a Web 3.0 marketplace that is community-owned in theory, e-commerce outlets must carefully examine their motivations, clarify their ethos, and prioritize elements of their strategy accordingly.

Building Community and Aligning Brands in the Web 3.0 Era

The shift towards Web 3.0 in e-commerce requires reconfiguring the entire customer experience. In recent years, there has been a shift from traditional retail experiences to online channels, with brands emphasizing digital interactions over physical ones. Web 3.0 adds a new layer and depth to the experiential aspect of every interaction. Brands can evaluate which touchpoints are most important to their mission and how they want to shape their future-forward experiences.

An important aspect of this shift is the resurgence of form in e-commerce. While foundational technologies have advanced, there is an opportunity for brands to revisit design and form as e-commerce solutions evolve. Users seek meaningful connections, memorable brand identities, and experiences beyond basic technological functionalities. The design will be critical in showcasing next-level e-commerce experiences, enabling brands to reshape consumers’ perceptions and expectations.

Value alignment and transparency: Key factors in Web 3.0 e-commerce

Value alignment and transparency are key considerations for e-commerce in Web 3.0. Consumers increasingly expect companies to demonstrate ethical behavior that aligns with their values. However, there is a perception gap, as only a fraction of people believe that brands’ positive actions reflect their core belief systems. This presents challenges and opportunities for e-commerce brands, such as fashion brands operating in the metaverse, where balancing profits and ethical practices becomes crucial.

To build trust and loyalty, brands must be transparent about their values. Companies must communicate openly with customers and demonstrate how they abide by the values they proclaim. Additionally, companies should use data-driven insights to understand consumer behavior and preferences to tailor offerings accordingly.

Unlocking the potential: Benefits of Web3 for e-commerce businesses

Web3 and its associated technologies, such as NFTs and cryptocurrencies, offer several benefits for businesses in the e-commerce industry. Let’s explore these advantages:

  • Decentralized Finance and Cryptocurrency Payments: Web3 enables businesses to accept cryptocurrencies on e-commerce platforms like Shopify and WooCommerce. By embracing decentralized finance and crypto wallets, businesses can tap into a growing user base and offer more payment options to their customers.
  • Decentralized Marketplaces: Web3 introduces decentralized marketplaces where users have the power to shape the market. These community-managed platforms allow for greater freedom of exchange and give users complete control over their transactions. This can foster a sense of ownership and participation among customers.
  •  Blockchain-Based Trustless E-commerce: In the future, e-commerce transactions will likely occur through blockchain-powered decentralized applications (dApps) using smart contracts. These transactions will be immutable, trustless, and executable without intermediaries. This can enhance security, reduce fraud, chargebacks, and returns, and streamline the e-commerce experience.
  • NFT-Based E-commerce Loyalty Reward Programs: Non-Fungible Tokens (NFTs) can be utilized in e-commerce to create innovative loyalty reward programs. NFTs allow companies to offer more valuable and unique rewards to customers. Instead of traditional loyalty points, businesses can issue NFT-based tokens with a predetermined value, which customers can redeem for products, discounts, or other exclusive bonuses.
  • Customer Experiences in the Metaverse: The interconnected virtual space concept presents new opportunities for e-commerce brands to deliver immersive and personalized customer experiences. By leveraging technologies like augmented reality (AR), virtual reality (VR), and blockchain, businesses can create unique and engaging shopping experiences within the metaverse.
  • NFTs for Building and Monetizing Communities: NFTs can be used to build and monetize communities. For example, projects like the Proof of Attendance Protocol (POAP) turn event participation into NFT assets. These NFTs act as badges or mementos that grant access to exclusive online communities. This fosters engagement and loyalty among participants and provides businesses a new way to connect with their audience.

By embracing Web3 technologies, businesses can benefit from increased payment options, enhanced security, unique loyalty programs, immersive experiences, and innovative community-building opportunities. Incorporating these elements into their e-commerce strategies can help businesses stay competitive and adapt to the evolving digital landscape.


The future of Web 3 in e-commerce is still open to exploration. Businesses embracing technology can reap the rewards of increased efficiency, cost savings, and unique marketing and community-building tools. Understanding the advantages of Web3 will help companies unlock value from decentralized applications and create new opportunities in ecommerce in 2023 and beyond.

The future of Web3 in e-commerce holds great promise, as it has the potential to revolutionize customer experiences. With the integration of Web3, brands can enhance their omnichannel strategies, seamlessly connecting all sales channels and operational systems to provide customers with a unified and streamlined e-commerce experience. The inherent quality of Web3 lies in its decentralization, allowing brands to operate their applications without relying on a single point of failure. By leveraging the robust technology stack of blockchain, brands can ensure the reliability and resilience of their e-commerce platforms.

Web3 empowers brands to create a more efficient and interconnected ecosystem, enabling them to leverage various digital touchpoints and channels to engage with customers. By seamlessly integrating their online and offline presence, brands can deliver a consistent and personalized experience across multiple platforms, such as websites, mobile apps, social media, and physical stores. This convergence of channels will enable brands to understand their customer’s preferences and behavior better, leading to more targeted marketing efforts and improved customer satisfaction.

Furthermore, Web3’s decentralized nature gives brands increased security and data privacy. By leveraging blockchain technology, brands can ensure customer transactions, data integrity, and transparency. The immutability of blockchain records enhances trust and reduces the risk of fraud or unauthorized access. This heightened security will instill confidence in customers, encouraging them to engage in e-commerce transactions with peace of mind.

Web3 also opens up new opportunities for brands to leverage emerging technologies such as smart contracts and decentralized finance (DeFi). Smart contracts can automate various aspects of e-commerce, such as payments, fulfillment, and dispute resolution, reducing reliance on intermediaries and enhancing operational efficiency. Integrating DeFi protocols can also enable seamless and secure financial transactions, offering customers convenient and cost-effective payment options.

The future of Web3 in e-commerce promises a transformative shift in customer experiences. By leveraging its decentralized and robust technology stack, brands can create seamless omnichannel strategies, enhance security and data privacy, and leverage emerging technologies for more efficient operations. Embracing Web3 in e-commerce will enable brands to stay ahead of the curve and provide customers with the best online shopping experiences.

What is the difference between Web3 and Web2 in e-commerce?

Web3 and Web2 represent different generations of internet technology. Web2 refers to the current state of the internet, where centralized platforms and services dominate. Web3, on the other hand, is a vision for the future internet that emphasizes decentralization, open protocols, and user ownership of data.

How does Web3 impact e-commerce stores?

Web3 has the potential to revolutionize e-commerce stores by enabling decentralized ownership of data and transactions. It offers benefits such as increased security, transparency, and user control. Web3 also introduces new technologies like blockchain, smart contracts, and cryptocurrencies, which can enhance the efficiency and trustworthiness of e-commerce transactions.

What are the advantages of Web3 e-commerce stores?

Web3 e-commerce stores offer several advantages over traditional Web2 stores. These include increased security through decentralized systems, enhanced transparency in transactions, improved customer control over data, and the potential for lower transaction costs. Web3 also opens opportunities for new business models, such as decentralized marketplaces and token-based loyalty programs.

Are Web3 e-commerce stores widely adopted?

Web3 is still in its early stages, and widespread adoption of Web3 e-commerce stores is yet to be seen. However, there is growing interest and experimentation in the space, with some brands and platforms already exploring Web3 technologies. As the technology matures and more use cases are developed, we may see increased adoption of Web3 in e-commerce.

How can businesses transition from Web2 to Web3 e-commerce?

Transitioning from Web2 to Web3 e-commerce involves embracing new technologies and paradigms. Businesses can start by understanding the principles of Web3 and exploring how decentralized systems, blockchains, and cryptocurrencies can benefit their operations. They can then gradually incorporate Web3 elements into their e-commerce infrastructure, such as accepting cryptocurrencies as payment or leveraging smart contracts for secure transactions.

What challenges are associated with Web3 e-commerce?

Web3 e-commerce faces several challenges: scalability, user adoption, regulatory considerations, and technological complexity. Scaling decentralized systems to handle high transaction volumes and ensuring a seamless user experience can be demanding. Additionally, regulatory frameworks around cryptocurrencies and blockchain are still evolving, which may pose legal and compliance challenges for businesses.

What are the prospects of Web3 in e-commerce?

The prospects of Web3 in e-commerce are promising. As the technology evolves and matures, we expect increased adoption and innovation in Web3 e-commerce stores. The potential for enhanced security, transparency, and user control, along with the introduction of new business models and technologies, makes Web3 an exciting prospect for the future of e-commerce.

Disclaimer. The information provided is not trading advice. holds no liability for any investments made based on the information provided on this page. We strongly recommend independent research and/or consultation with a qualified professional before making any investment decisions.

Share link:

Micah Abiodun

Written by Micah Abiodun

Micah is a crypto enthusiast with a strong understanding of the crypto industry and its potential for shaping the future. A result-driven Chemical Engineer (with a specialization in the field of process engineering and piping design), Micah visualizes and articulates the intricate details of blockchain ecosystems. In his free time, he explores various interests, including sports and music.