Ecommerce: changing habits, changing rules

To say that consumer habits are changing is a thing of the past. We know that the consumer today is digital, so everything that happens there will be relevant for this person. In this context, ecommerce is born, the digital shopping that solves many needs that the consumer has. But this format grows and evolves, giving rise to new solutions: new forms of payment to democratize trade. In this line, advertising also appears within ecommerce, therefore, is it also a medium?