How commerce shifted power to the buyer & what brands can do to prosper
A 30-year visual timeline of channel disruption, industry winners, and the rise of hybrid commerce
Over the past 30 years, the center of power has shifted from mass retailers to digital-native consumers. What began as product-led selling through department stores has evolved into today’s hybrid commerce: flexible, buyer-controlled, and tech-optimized.
This timeline breaks down how wholesale, DTC, and marketplaces have collided and how brands can win the next decade by mastering balance, control, and connectivity.
Commerce through the decades: A timeline of disruption
