Leveraging digital technology, e-commerce applications are profoundly reshaping industries across the board. Originally confined to electronic data exchanges between businesses, e-commerce has now broadened to encompass cross-enterprise value co-creation. It has transcended traditional B2B and B2C interactions to include peer-to-peer value exchanges among individuals. In this chapter, we delve into how e-commerce, propelled by digital advancements, has expanded beyond conventional retail to encompass content and livestreaming consumption scenarios. It has further extended its reach into agricultural production and consumption, social networking, live entertainment, and international shopping, among other emerging domains. As digital transformation progresses, e-commerce is increasingly integrating into a diverse array of scenarios, moving toward a more holistic model of industrial e-commerce. This evolution is not only expanding the scope of e-commerce but also enriching its core principles and practices (Liu, et al. Mobile Info Sys, 2021: 1–11, 2021).