The Importance of E-commerce Websites for Business Success in the Digital World. The digital world has changed quickly, and consumer behaviour is changing quickly, too. Most of our society today prefers to shop online for the convenience, variety, and least access. Because of this change in consumer behaviour, e-commerce websites are becoming a core piece of all businesses that want to be competitive in the marketplace. Whether a small startup or a large established brand, an e-commerce website will lead to new markets and improved streamlining settings to improve overall revenue.