Gregory Maffei, president/CEO of Liberty Media Corp., shared his forecasts on the future of e-commerce during the Oct. 12 keynote called “Differentiating in a Converging World” at Shop.org’s annual summit at the New York Hilton.

“I think it’s inevitable,” Mr. Maffei said. “You’ll see more and more commerce embedded in community.”

Opportunities in digital community growth need not be restricted to the younger generation, he said, referring to sites MySpace and similar sites. In fact, he said that the number of teens on MySpace had dropped to only 12 percent and more than half of the site’s visitors were older than 35.

One forecast he said online retailers should pay attention to was the aging population. Rather than targeting “millennials,” the population segment 18-24, QVC and other Liberty Media properties are watching older consumers who are more stable and more affluent.

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