The first commerce transaction on the internet happened 24 years ago. In the years since, e-commerce has evolved from a scary proposition for non-digitally native companies to a requirement for all retailers. Several models have emerged as a result: marketplaces, third party e-tailers, and direct to consumer companies. However, all of these models are focused on leveraging the internet as a distribution channel. But the internet offers so much more than that. The future of e-commerce will be companies who realize that the internet is the value proposition, not just the channel. The winners will use technology to engage people in new ways that redefine the paradigm of the customer / brand relationship. Henry Davis, President and COO of Glossier, explains how brands of the future will leverage technology to change what it means to be a customer of a brand.