“[Technology] is moving really, really fast,” said Jeffrey Max, chief executive officer of e-commerce platform provider Venda Inc. “The rate of change is just terrific.”

Mobile today is not what it was six months ago. E-commerce is moving to multiple platforms. Video is powerful and inexpensive. Regulation is constantly changing. Search is becoming more social now that Facebook has teamed with Bing.

This story first appeared in the October 27, 2010 issue of WWD.  Subscribe Today.

“What does it matter if someone ‘likes’ your stuff?” he asked. “It’s going to start to matter a lot because if you search for something on Bing, what you’re going to start to see is the ‘likes’ of your friends showing up on the perimeters.”

The challenge for many online retailers and brands is site management. They need the “ability to change the online experience easily, quickly, inexpensively,” he said.

As for outsourcing, it depends on whether a brand wants to be in the technology business, he said.

“For many of you, the focus needs to be on execution, content and relevance, projecting your brand and what you mean to your clients,” he said, advising that companies outsource their technical needs. “Every six months, we will see new and better emerging technologies.”

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