Mary Meeker's 2018 Internet Trends report highlights significant developments in e-commerce, emphasizing that despite feeling ubiquitous, e-commerce only accounted for 13% of total retail sales, indicating substantial growth potential. Key trends include the role of SaaS technologies, like Shopify and Stripe, in democratizing e-commerce by allowing even small businesses to offer sophisticated online experiences. The report also underscores the importance of data in enabling personalized customer experiences and the shift towards an omnichannel approach, where digital media consumption has increased, integrating various platforms and connected devices. Furthermore, it points out the complexity of accurately attributing the multiple touchpoints that influence consumer purchases, advocating for advanced models to understand their impact better. Lastly, the move to cloud-based infrastructure, such as Amazon Web Services, is making sophisticated data storage accessible to smaller businesses, leveling the playing field and supporting scalable online operations.