The early days of the Web allowed users to search for information and read it. Very little user interaction with the content occurred if any, unless the user needed a shopping cart. This was known as Web 1.0, a type of read-only web.

With the advent of Web 2.0, the goal transforms from one of presenting information for global access to one that also allows user interaction through content contribution, interaction with other web users, and more. Web users have the potential to become more involved in the type of information that is available to them. Specific websites begin to rely on user contributions and submissions. Examples of this are social sites such as MySpace, chat rooms, Facebook. Websites also begin to allow customer input with reviews, inquiries, and blogs. However, no feature has been designed in Web 2.0 for software applications to understand and utilize the data in a sophisticated manner.

This would all change when Web 3.0 takes center stage. Data entered onto websites would not only be accessible and understood by human counterparts, but also, this same data would be accessible to software applications that in turn would also understand the data in its full context. Web 3.0 takes things even further than Web 2.0 and instead of simply interacting with what is viewable on the Web, other more sophisticated activity is enabled.

The purpose of Web 3.0 is to take the Web beyond its current state of existence and to develop the potential for computer applications to interact with each other directly in a way that allows them to understand the data in context. Web 3.0 has also been referred to as the “Semantic” Web by Tem Berners-Lee, the “father of the World Wide Web.”

Small eCommerce web sites might not have a need for Web 3.0, especially if they currently don’t have a need for Web 2.0. Web sites that are dedicated to the sale of niche products might simply provide the information along with a method to purchase the items, the shopping cart. User interaction is unnecessary as is user contribution. The simplicity of Web 1.0 is sufficient and therefore, the advent of Web 3.0 is of little consequence in terms of their current needs. However, if they don’t get on board with Web 2.0, their business simply won’t survive the introduction of Web 3.0.

Through Web 3.0, use of the Web as we know it will be transformed. Instead of the passivity that humans have been forced to deal with up until now, the transformation will allow the web to understand itself and user intent through artificial intelligence and human powered search.

No longer will humans be forced to accept marketing messages as they have been generated in the past. Rather, software will understand the search data in its full context and will no longer generate hundreds of thousands of results in response to a query no matter how well delineated it is.

Through Web 3.0 users will be able to set clear parameters for their searches that will return a limited number of responses within the given parameters. With Web 3.0, online shoppers will be able to submit their search with all of the specifics that they are looking for and they will be able to get it. In fact, they will even be able to request a phone call back, a voice message on their mobile phone, or an email, all compliments of Web 3.0 technology.

In order to facilitate the transformation from Web 2.0 to Web 3.0, eCommerce businesses need to make the necessary preparations now. Without a firm background in user friendly aspects of Web 2.0, businesses will fall off the radar scope and be left in the cold when it comes to showing up in response to user requests for information.

Online retailers need to incorporate as many of the following now as they can in order to remain a viable eCommerce presence once Web 3.0 takes over the Internet:

• Customer reviews should be incorporated today.
• Social media sharing should be possible. 
• The website enhances the customer experience in as many ways as possible for a personalized customer experience.
• It possible for users to discover your eCommerce site from a mobile device.
• Mobile payment options should be supported on your web site.

Since Web 3.0 is going to build upon Web 2.0, retailers who fail to optimize their use of Web 2.0 technology now are going to risk failure once Web 3.0 takes hold. Online businesses should take note of the results of their marketing efforts and customer interaction now or risk failure later.