adding to this, money can be used for good or evil.
when a cooperative sets up a store for the mutual benefit of the participants, this is definitely "commerce" but it's not capitalism.
when investors fund a business, and this business advertises, this is "capitalism", because both the investors and the business that was invested in has injected capital with the expectation of future profit.
when a business offers a service free of charge and sells ads on its website, this is also capitalism.
but it isn't surveillance capitalism until this business begins to track its users in order to display targeted advertising.
the reason surveillance capitalism exists is because advertising is an absurdly inefficient way of selling your product. you must blast it at millions of people to get a small fraction of them to buy your product. targeting the ads makes it more efficient, and thus corporations can spend less money per sale secured.
the most common alternative is something like the Netflix model where you're paying a subscription fee for every website you use.