Re:platform - Ecommerce Replatforming Podcast

In this ecommerce podcast, Tash Grossman, founder and CEO of Slip, discusses the transformation of shopping receipts into valuable engagement tools for retailers. She shares her journey from management consulting to founding Slip, emphasising the importance of learning from mistakes and the challenges of integrating technology in retail. Tash highlights the significance of digital receipts in enhancing customer experience, loyalty programs, and the potential for subscription services. The conversation also touches on overcoming barriers in retail technology and the future of retail media.Key takeaways:1. Digital receipts can enhance post-purchase engagement.2. Retailers should prioritise the value of receipts.3. Customer acquisition costs are rising, making retention crucial.4. Opt-in rates can be significantly increased with self-service data entry.5. Loyalty programs can be enriched through personalised digital receipts.6. Subscriptions via digital receipts present a new revenue opportunity for retailers.7. Retail media can be monetised through digital receipts.8. Integration with existing systems can be quick and efficient.

Inside Commerce is the first podcast to talk you through what the latest Shopify release means for ecommerce stores. James discusses the relevance of key new features and upgrades with Ben Homer, Senior Solutions Engineer, pulling apart the benefits and implications for merchants.Shopify Editions always attracts lots of attention. Following an embargo in the partner community of the pre-release information, there's a frenzy of LinkedIn posts sharing the key features updates. Our podcast goes deeper, sifting through the 100+ updates to focus on the strategic pillars that are most relevant, and what the feature improvements mean for ecommerce teams.We focus on four key strategic areas:The new Horizon theme suiteArchitectural development in Markets for International commercePOS (Point Of Sale)Sidekick AI AssistantJames Gurd and Ben Homer focus on the strategic implications of new features and discuss what Shopify's 'declarative commerce' positioning means in terms of product focus.The new Horizon theming is covered, exploring how flexibility for content management is the main focus, enabling business user to do more before they need development resource. This includes AI block generation, block copying and block nesting. For Markets, James & Ben discuss how the latest improvements aim to empower merchants, streamline internationalisation, and simplify multi-store management, ultimately enhancing the ecommerce experience. Ben explains the reasoning behind new enhancements in Shopify's offering, focusing on B2B capabilities, point of sale systems, and the integration of generative AI to improve business efficiency. The dialogue emphasises the importance of localisation in markets, the user experience in retail environments, and the potential of AI tools like Sidekick to streamline operations and data management. Additionally, the conversation touches on the next generation of

Follow us on LinkedIn: https://www.linkedin.com/company/inside-commerceSummary:Why do brands invest in the upper funnel?In this podcast, digital marketing strategist Geeta Randev discusses the evolving landscape of digital marketing, emphasising the importance of investing in upper funnel marketing to build brand awareness and customer loyalty. She highlights the need for managing expectations regarding the time it takes to see results from upper funnel investments and the significance of understanding the entire consumer journey, which begins before a customer even visits a website. Geeta also addresses the challenges of creating cohesive consumer experiences across multiple touchpoints, and the art of storytelling in marketing, advocating for a more integrated approach to engaging consumers. The podcast explores the intricacies of digital marketing, focusing on the importance of landing pages, user journeys, and the role of AI in enhancing marketing strategies. Geeta and James discuss how brands can better engage consumers through thoughtful content strategies and the necessity of nurturing leads through the sales funnel. The conversation also highlights the challenges and opportunities presented by AI in marketing, emphasising the need for brands to adopt a strategic approach to its implementation. Finally, Geeta addresses common pitfalls in marketing strategies, urging brands to be authentic and transparent in their messaging.Key takeaways:Investing in upper funnel marketing is a long term commitmentManaging ROI expectations is challengingThe consumer journey starts before they hit your website.You need to own the entire consumer journey from start to finish.Storytelling should be interwoven across the site for better engagement.Reconsider the formatting of landing pages to enhance user engagement.Nurturing consumers through the funnel requires tailored content and strategies.AI can significantly enhance marketing efforts but requires careful implementation.Consumers are increasingly savvy and can see through inauthentic marketing.

Summary:In this ecommerce podcast, James Gurd discusses the recent BigCommerce Partner Summit with agency leaders Rupert Cross and Mark Slocock.They explore BigCommerce's market positioning, particularly in the B2B space, and share insights from the Partner Advisory Board.The conversation delves into the challenges and areas for improvement for BigCommerce, including the need for better tools and features. They also discuss the roadmap for future developments, the role of AI, and the importance of composability in ecommerce solutions. The conversation delves into the evolving landscape of ecommerce, focusing on BigCommerce's product strategy. Mark and Rupert discuss the importance of content management, the integration of B2B solutions, and the significance of self-service capabilities for businesses. The discussion emphasises the need for flexibility in ecommerce platforms to meet diverse business needs and enhance user experience.Key takeaways:BigCommerce is focusing on B2B opportunities as a key growth area.Vertical-specific solutions are needed to address unique business requirements.AI and composability are becoming essential in ecommerce strategies.Flexibility in licensing and pricing models is important for merchants.Page Builder needs significant improvements for better usability.Merchants want to see use cases rather than just features; you can't be all things to all people.A strong promotions engine is vital for ecommerce success.Flexibility in platforms allows for better growth opportunities.Continuous dialogue among industry experts fosters innovation.

Follow us on LinkedIn:https://www.linkedin.com/company/inside-commerce/Video summary:In this ecommerce podcast, experienced ecommerce consultant James Gurd and Global Digital Director Will Lockie discuss the intricacies of expanding ecommerce brands into the Chinese market. They explore the unique dynamics of the Chinese consumer, the importance of compliance and local partnerships, and the strategies for successful market entry.The conversation also delves into the role of platforms like Tmall and WeChat, the significance of live shopping, and the challenges of performance marketing in China. Will shares valuable insights from his experiences, emphasising the need for a tailored approach to product strategy and marketing in this rapidly evolving landscape.Key takeaways:1. China teaches you how to accelerate digital.2. The customer journey is completely different to Western markets.3. Skincare is the top selling category in China.4. Spend time in the market to understand it better.5. Product formulations must be legally compliant.6. Allow yourself a bare minimum of 12 months.7. Hiring local talent is essential for success.8. Tmall Global is a great starting point for brands.9. WeChat is a mini CRM for brands.10. Live shopping is critical in a noisy market.Chapters:[00:35] Introduction to E-commerce Expansion in China [05:30] Understanding the Chinese Market Dynamics[10:25] Go-to-Market Strategies for China[14:20] Product Compliance and Adaptation[16:55] Navigating Bureaucracy and Compliance[18:00] Finding Local Advisors and Building Networks[20:20] Leveraging Tmall Global for Market Entry[22:40] The Role of WeChat in the Purchase Journey[27:50] Live Shopping Trends in China[35:00] Performance Marketing Strategies in China[40:27] Team Structure and Resourcing for Expansion

Follow us on LinkedIn:https://www.linkedin.com/company/inside-commerce/Video summary:In this episode of the Inside Commerce podcast, James Gurd interviews Dan Beckles, co-founder of Furniture Box, discussing the growth strategies in marketplace commerce. They explore the journey of starting a furniture business, the challenges faced in the industry, the importance of customer service, and the strategic partnerships that have driven success.Dan shares insights on leveraging technology for operational efficiency, managing inventory, and the recent investment in a new warehouse. The conversation also touches on future marketplace strategies and the significance of building strong relationships with partners like Wayfair.Key takeaways:1. The furniture industry presents unique challenges due to bulky products.2. Bootstrapping allowed for a focus on marketplace growth before building a website.3. Customer service is a core value that drives business success.4. Building relationships with marketplace partners is crucial for growth.5. Investing in technology can streamline operations and improve efficiency.6. Inventory management is complex but essential for multi-channel selling.7. A strong warehouse and distribution strategy can enhance fulfillment capabilities.8. Understanding data is key to making informed marketplace decisions.9. Consolidation of marketplaces can lead to better resource management.10. Future growth will focus on strategic partnerships and expanding into new markets.Chapters:[00:35] Introduction to Marketplace Growth Strategies[03:40] The Founder's Journey: From Idea to Execution[06:40] Navigating Challenges in the Furniture Industry[09:30] Building a Customer-Centric Business Model[12:40] Expanding into the US Market with Wayfair[15:40] The Importance of Strategic Partnerships[18:30] Leveraging Technology for Operational Efficiency[21:30] Inventory Management and Forecasting Challenges[24:50] Investing in Warehouse and Distribution Capabilities[27:40] Future Marketplace Strategies and Growth Plans

FOLLOW US:LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE:In this ecommerce podcast, Kelly Goetsch discusses his transition from Commercetools to Pipe17 and the company's mission to revolutionise order management in ecommerce. The podcast highlights the challenges of traditional systems and how Pipe17's network-based approach offers a more efficient solution.The conversation covers the importance of integrations, the role of AI in order management, and the future of ecommerce technology. Kelly also shares insights on customer use cases, deployment strategies, and the evolving landscape of B2B commerce.Key takeaways:Integration challenges stem from walled gardens in enterprise IT.Low-code solutions are becoming essential for business agility.Pipe17 focuses on a network of integrations rather than a monolithic platform.Pain-free deployments are achievable through pre-built connections.Business users can define routing rules with a user-friendly interface.AI assists in mapping and optimising order flows.The future of ecommerce lies in real-time data visibility.B2B commerce presents significant growth opportunities.

FOLLOW US:LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE:In this episode of the Inside Commerce podcast, Paul Rogers speaks with Lana Rush and Ben Jones from Osprey London about their recent replatforming project to Centra. They discuss the challenges faced with Magento, the rationale behind the transition, and the goals for their digital flagship store. The conversation delves into the evaluation of different platforms, the benefits of headless commerce, and the importance of a strong tech stack. It's interesting to hear why a leading brand chose Centra over Shopify, and the advantages the Centra ecosystem offers the ecommerce team.Lana and Ben also touch on international expansion strategies and the partnership with Grebban, highlighting the future roadmap for Osprey London.Key takeaways:Osprey London is a heritage brand needing digital transformation.Transitioning from Magento to Centra was driven by technical limitations.The focus was on brand storytelling and immersive customer experience.Headless commerce offers creative freedom and flexibility.International expansion is a key growth strategy for Osprey London.The tech stack includes innovative solutions like Depict and Ingrid.Working with Greban has streamlined maintenance and bug fixing.Future projects will enhance customer engagement and brand loyalty.

FOLLOW US:LinkedIn: https://www.linkedin.com/company/inside-commerce/ABOUT THIS EPISODE:In this ecommerce podcast, James Gurd speaks with Elian Kool, CTO of VUI Eyeware, about their digital transformation journey in the eyewear industry.They discuss the challenges of consolidating technology and processes, the importance of a phased approach to tech migration, and the selection of the right ecommerce platform. Elian explains why VIU selected Commerce Layer as their platform and shares insights on order management, after-sales solutions, and the role of automation in improving operational efficiency. During the conversation, Elian discusses the complexities of automating lens ordering processes, streamlining after sales operations, and leveraging technology to enhance customer experience. He emphasises the importance of a unified system that integrates various functions, such as sales, inventory management, and appointment booking, to improve operational efficiency. The podcast then explores the operational side of the business, exploring how Elian built a lean development team, adopting agile practices for frequent deployments, and utilising data to measure customer satisfaction and feedback.Key takeaways:Digital transformation requires a focus on customer experience.Consolidation of data is crucial for operational efficiency.A phased approach to tech migration reduces risk.Order management should be integrated with sales processes.Effective data management prevents errors and improves service.Streamlining after sales processes can significantly cut costs.Using Sanity for product data management allows for flexibility and efficiency.A lean development team can achieve significant results in a short time.Daily deployments enhance responsiveness to business needs.Agile practices can be adapted to suit the team's workflow.

FOLLOW US:LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE:In this ecommerce podcast, James Gurd and Carl Hendy discuss the evolving landscape of organic SEO, particularly in the context of ecommerce. Carl is a well respected voice in the ecommerce and SEO industry, having delivered SEO audits and strategies for some of the biggest content and comerce website, including John Lewis, M&S, British Airways and Eventbrite.They explore the impact of AI on search results, the fragmentation of search, and the importance of brand management in maintaining organic visibility. Carl shares insights on how brands can adapt their strategies to navigate these changes and optimise their online presence effectively.Key takeaways:Organic SEO remains critically important despite the rise of paid media.The presentation layer of search has changed significantly with AI.Search is becoming fragmented across various platforms, not just Google.AI overviews are negatively impacting click-through rates for organic listings.Brands need to manage their online reputation more proactively.50% of all search queries are branded, which is often overlooked.Controlling the user experience is crucial for brand visibility.Over-optimisation can lead to confusion and reduced effectiveness in SEO.Luxury brands may face challenges in the AI-driven ecommerce landscape.Brands should focus on audience-led content that works across multiple channels.

FOLLOW US:LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE:In this podcast, James Gurd and Alice Brown delve into the intricacies of creating a coherent content strategy that resonates with audiences. They explore Alice's journey from surf coaching to becoming a messaging strategist, emphasising the importance of understanding audience psychology and conducting thorough customer research.The discussion highlights the balance between brand voice and customer insights, the role of AI in copywriting, and the evolving landscape of personalised content. They also touch on the significance of emotional connection in copy and the future of content strategies in 2025.Key takeawaysAlice transitioned from surf coaching to marketing by helping others overcome obstacles.Understanding messaging is crucial for all businesses.Effective messaging requires a blend of emotional resonance and data-driven strategy.Brands often struggle to align their voice with customer expectations.Customer research should involve direct conversations, not just surveys.One-to-one interviews yield deeper insights than focus groups.Balancing brand values with customer insights is essential for effective messaging.Personal content

James Gurd and Paul Rogers discuss the challenges of product data quality in ecommerce with Vidar Trojenborg, co-founder of Emfas.Vidar has a lot of experience building ecommerce tech stacks to improve and manage product data, having previously held the role of Head of Data & Technology at ASKET.In the po dcast, we explore how AI can automate product data management, improve catalog quality, and bridge the gap between product and ecommerce teams. Vidar shares insights on the importance of context-aware AI, the role of guidelines in maintaining brand integrity, and the future of ecommerce technology. The conversation also touches on translation challenges and the integration of Emfas with existing ecommerce platforms.Key takeaways:Data quality issues are a common challenge in ecommerce.Bridging the gap between product and ecommerce teams is crucial.Emfas uses AI to maintain content authenticity and tone of voice.The platform automates the auditing of product data.Guidelines can be set for AI-generated content.Emfas can handle large catalogues efficiently with rules.Context-aware AI ensures accurate product descriptions.Translation rules can be customised for different languages.The future of ecommerce will heavily involve AI technology.

LISTEN:Apple Podcasts: https://podcasts.apple.com/gb/podcast/re-platform-replatforming-podcast/id1488091548 Spotify: https://open.spotify.com/show/25sR2mHAFdsVmrZoHMibzZAmazon: https://music.amazon.co.uk/podcasts/6b90a9bb-1554-4d79-849f-066f6139346b/re-platform---ecommerce-cx-and-technology-podcastFOLLOW US:LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE:In this episode of the Inside Commerce podcast, Paul Rogers speaks with David Franks, co-founder of Zelph, a SaaS platform designed to help brands and retailers expand their product catalogues without holding inventory.Zelph's tech is proven at scale, having been built originally to power Kick Game's ecommerce marketplace, processing £50m+ GMV annually.David shares insights into the challenges faced while scaling Kick Game, the demand for inventory solutions, and the technical complexities involved in building Zelph. The conversation also explores market trends, misconceptions about drop shipping, and the seamless integration of Zelph with Shopify, emphasising the importance of inventory management and strategic pricing for profitability.Paul and David also discuss the current ecommerce landscape, focusing on the integration capabilities of Zelph with platforms beyond Shopify, the dominance of Shopify in the market, the potential of circular marketplaces, and the future vision for Zelph, including AI-driven innovations and market strategies.Key takeaways:Inventory risk is a significant concern for many retailers.Standardising supplier data is a complex challenge.Marketplaces are evolving into ecosystem builders.Margins can be profitable with strategic pricing and negotiation.Inventory management is automated to ensure accuracy.Zelph will extend to other platform integrations, with Magento a focusCircular marketplaces are gaining traction, but brands need to offer incentives.The resale market is growing, especially among younger consumers.Brands must be intentional in their approach to resale to avoid low volume.Zelph aims to redefine how brands and retailers scale their offerings.AI will play a crucial role in supplier matching and catalogue management.

FOLLOW US:LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE:In this episode of the Inside Commerce podcast, James & Paul host a discussion with Emily Mcmorran, Customer Journey Manager for Oh Polly, and Samir Kamnani, Senior Product Manager at Loop, about the evolving landscape of return strategies in ecommerce. They delve into the shift towards paid returns, the impact on customer perception, and the importance of managing returns as a part of the overall customer experience. The conversation also covers innovative solutions like Offset Returns Coverage, and how brands can leverage returns data to improve their service.The episode concludes with insights into future trends in returns management and the delicate balance between customer satisfaction and operational viability.Key takeaways:1. Returns are a significant aspect of the customer journey. 2. The trend of charging for returns has increased significantly post-pandemic. 3. Shoppers are becoming more aware and accepting of return fees. 4. Offering a simple and fair return policy can mitigate negative feedback. 5. New customers often appreciate a free first return to gauge sizing.6. Brands are increasingly viewing returns as an opportunity rather than a burden.7. Utilising returns data can help identify product issues and improve offerings.8. The focus for brands is shifting towards encouraging exchanges over refunds.9. Balancing customer experience with return policies is a complex but necessary task.

FOLLOW US:LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE:James Gurd and Hamish McKay discuss the critical need for order editing in ecommerce, exploring the challenges faced by customer service teams and the impact of order editing on returns and customer experience. Hamish shares his journey as a startup founder, the growth of his company, and the technical solutions developed to address common issues in order management. The discussion also touches on the potential for upselling through order editing and the importance of addressing fraud concerns in the ecommerce space.The podcast also discusses the intricacies of order editing, focusing on fraud prevention, rapid response to merchant needs, and the latest features including multi-currency support. It emphasises the importance of shipping recalculation, switching payment methods, and handling support tickets effectively. The discussion concludes with an explanation of how merchants can get started with order editing, and the potential for future expansion beyond the Shopify ecosystem.Key takeaways: Order editing is essential for improving customer experience. Many ecommerce teams struggle with order changes post-purchase. Customer service agents often spend significant time on order edits. Reducing return volume can have a positive environmental impact. Upselling opportunities arise from allowing order edits. Technical solutions can delay order processing to accommodate changes. Fraud prevention is a key consideration in order editing; dynamic fraud checks can be implemented during the editing process. Shipping recalculation can be complex but is essential for customer satisfaction. Switching payment methods is a common reason for order cancellations. Support tickets can hold orders until resolved, improving customer service.

FOLLOW US:LinkedIn: https://www.linkedin.com/company/inside-commerce/ABOUT THIS EPISODE:In this podcast, James Gurd interviews Jon Cleaver, CTO of a prominent sports shoe brand, about the challenges and strategies involved in digital transformation within the company.Jon shares his extensive background in retail, and discusses the importance of resilience and adaptability in project management. He outlines the key challenges he faced upon joining the company, including team morale, technology issues, and stakeholder engagement. Jon emphasizes the need for quick wins and effective communication to build trust and drive change, while also addressing resistance to change and the importance of customer feedback in the redesign of their ecommerce stack.In this conversation, Jon discusses their iterative approach to launching ecommerce platforms, emphasising the importance of learning from mistakes and customer feedback. He highlights the challenges of SEO during replatforming and the decision-making process behind choosing BigCommerce as a flexible ecommerce solution.The discussion also covers the impact of these changes on the engineering team dynamics and the transition from project management to product management, showcasing the need for adaptability and continuous improvement in a fast-paced digital environment.Key takeaways:Digital transformation requires resilience and adaptability.Building team morale is crucial for project success.Addressing complex areas early can mitigate project risks.Strong engineering teams are essential for successful project delivery.Building a headless architecture allows for greater customisation.Creating a flexible toolset empowers teams to work efficiently.Identifying quick wins can drive momentum in change initiatives.Incremental delivery helps manage change effectively.Involving cross-functional teams in discovery fosters collaboration.Using a headless CMS can streamline operations and reduce bottlenecks.Understanding customer needs is essential for successful redesigns.Transitioning to product management requires a shift in mindset and processes.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: In this episode, James Gurd, Liam Quinn and Paul Rogers discuss the current state of AI in ecommerce, exploring its adoption, opportunities, challenges, and the future of AI agents. They delve into the importance of creative direction, data strategy, and the role of third-party tools in enhancing AI capabilities for brands. The conversation highlights the rapid advancements in AI technology and its implications for customer service, visual content generation, and overall brand strategy. Key takeaways: AI adoption in ecommerce is still in its early stages. Customer service is a key area for AI implementation. Brands must ensure quality data for effective AI use. Creative direction remains crucial alongside AI technology. AI can significantly enhance visual content generation. Data structure is essential for leveraging AI effectively. AI agents could revolutionise user interactions with brands. Brands need to be agile in their AI strategies. The legal landscape around AI-generated content is evolving. Third-party tools are emerging to support AI integration.

Stay connected with the leading ecommerce platforms. In this episode, we interview leaders and visionaries from Shopify, BigCommerce, Centra, Commerce Layer, Remarkable Commerce, Scayle and Shopline for a fireside chat on what's happened in Q3 and Q4 2024. Every 6 months, we catch-up with the leadership teams of leading ecommerce vendors so you can hear directly from them about their strategic and product focus. For this episode, we're discussing key product updates, go-to-market focus, major new wins and what the roadmap focus will be for the next quarter. Timings: 02:05 > BigCommerce 18:50 > Centra 38:35 > Commerce Layer 52:55 > Remarkable Commerce 1:11:35 > Scayle 1:22:45 > Shopify 1:37:40 > Shopline Contact details for all vendors are on the landing page on insidecommerce.fm

Episode summary: In this conversation, Janis Thomas, Managing Director of Look Fabulous Forever, discusses the importance of catering to a mature audience in the beauty industry. She shares insights on the brand's mission to celebrate mature beauty, the challenges faced by older consumers, and the need for representation in marketing. Janis emphasises the significance of building knowledge about customer needs, the role of educational content in engaging customers, and the impact of user-generated content in fostering community. The discussion also touches on effective marketing strategies that prioritise customer journeys and trust-building. Janis also shares insights on driving repeat purchases, the significance of customer acquisition strategies, and the role of educational content in enhancing user experience. The episode then explores the impact of quizzes on customer engagement, the importance of personalisation in the shopping journey, and the four pillars of customer loyalty that go beyond traditional discount strategies. Key takeaways: Authenticity in branding is crucial for customer trust. Customer feedback is integral to product development. Educational content is key to customer engagement. User-generated content helps build community and trust. Diversity in marketing teams is essential for representation Understanding customer journeys enhances marketing effectiveness. Quizzes can serve as valuable tools for customer engagement. Personalisation should cater to both new and returning customers. Community building fosters customer loyalty and advocacy. Variable rewards can create excitement and engagement. True loyalty is built on relationships, not just discounts.

Summary: In this episode, James Gurd and Paul Rogers discuss the evolving landscape of technology change in ecommerce, focusing on the shift from tactical solutions to strategic decision-making. They explore the importance of ecosystems in technology selection, the changing roles in project management, and the critical need for customer leads to oversee ecommerce projects. The conversation also highlights the significance of understanding commercial considerations, managing risks, and ensuring thorough UAT processes to achieve successful technology migrations. Key takeaways: The market has shifted towards strategic decision-making in technology change. Ecosystems are now a critical consideration in technology selection. Project management roles are evolving to include more strategic oversight. There is a need for independent due diligence in technology selection. Technical discovery should not be rushed; it requires thorough exploration. Customer leads are essential for bridging the gap between agencies and clients. Understanding the timing of license fees is crucial for budgeting. UAT processes need to be well-managed to avoid surprises Agencies have become more capable in handling complex projects Contingency planning is vital for successful project execution.

Happy New Year. After a two week break, which seems like an eternity in ecommerce, we're back and raring to go. To kick-off 2025, we're looking at the broader economic picture and the intersection between macro events and ecommerce strategy, assessing the key trends we think will shape the ecommerce industry this year and which ecommerce teams need to be planning for. We've pulled out 5 factors that we think will have the greatest macro impact on ecommerce businesses. Mortgages and interest rates Inflation Stronger wage growth Trump's tariffs Global supply chains And then explore 6 key trends that arise from the current economic situation: Cross border commerce Loyalty & referrals Content and top of funnel become more important Technology consolidation Flexible payments Returns As A Service (RaaS) Key takeaways: Understanding macroeconomic factors helps shape marketing strategies. The economic outlook in UK & US is slightly more positive than 2024 but still cost pressures on many households. Consumer confidence is crucial for driving discretionary spending. Premium & luxury brands are better insulated from the impact of shopping patterns due to rising costs. Tariffs will significantly impact supply chain costs and operations. Flexibility in supply chains is necessary to mitigate supply chain volatility. Investing in inventory management is essential for ecommerce success. Loyalty programs should focus on building long-term customer relationships. Community engagement enhances brand loyalty and customer retention. Buy now, pay later options can improve conversion rates if communicated effectively. Ecommerce brands should explore less competitive international markets for growth.

Every year, Inside Commerce looks back at the key trends that shaped the ecommerce industry over the past 12 months. In this episode, James and Paul discuss the evolving landscape of ecommerce as they reflect on the trends of 2024. They highlight the following: 1. More positive sales outlook & better consumer confidence 2. Consumers becoming increasingly value focused 3. Renewed focus on the importance of international markets 4. Emergence of focused use cases for GenAI 5. Growing significance of brand collaborations and influencer marketing. 6. Increased focus on loyalty and subscription strategies 7. Greater emphasis on sustainability The discussion emphasises the need for brands to adapt to changing consumer preferences and leverage technology to enhance their strategies. We explore what's shaping consumer behaviour and the future of online retail, emphasising the need for brands to adapt and innovate in a competitive market. Key takeaways: Ecommerce is seeing a more positive sales outlook in 2024. International markets are becoming a key focus for brands. Consumers are increasingly value-oriented in their purchasing decisions. AI is being integrated into ecommerce for practical use cases. Collaborations between brands are on the rise as a marketing strategy. Influencer marketing has matured with better tools and reporting. Loyalty programs are evolving to focus on rewarding positive customer behaviour. Subscription models are shifting towards quality and service rather than just discounts. Sustainability is becoming a priority for brands and consumers alike. Brands are investing more in creative content and brand strategy. The importance of data in shaping marketing strategies is increasing.

ABOUT THIS EPISODE: In this episode, James Gurd & Paul Rogers interview David Magee, Product Director at World of Books, about their recent migration from Commercetools to Shopify. The conversation covers the strategic shift towards direct-to-consumer sales, the challenges faced with their legacy tech stack, and the innovative solutions implemented during the migration process. David shares insights on the importance of middleware, A/B testing for performance validation, and the project management structure that supported this significant transition. In this conversation, David Magee discusses the integration of Algolia for search and recommendations, the challenges faced in navigating international markets with Shopify, and the transition to Shopify Enterprise. He emphasises the importance of a build-measure-learn approach during migration, the significance of partner selection, and the complexities of launching a new site while ensuring a good customer experience. The discussion highlights the lessons learned from these experiences and the proactive strategies needed to overcome challenges in ecommerce. Key takeaways: World of Books aims to be the world's largest sustainable online bookstore. The migration to Shopify was driven by rising costs and the need for innovation. Custom middleware was developed in-house to handle complex data integration. A/B testing was crucial to validate the new site's performance against the legacy system. Direct involvement from leadership was essential for project success. The migration process included extensive customer feedback and competitor analysis. Understanding data quality was key to the migration process. Understanding platform limitations is crucial during migration. A build-measure-learn approach is vital for success. Deciding when to launch a new site is complex. Collaboration with Shopify's product team was valuable. Clarity on success metrics helps align team efforts.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: In this podcast, James Gurd and Paul Rogers delve into the concept of unified commerce, exploring its definition, evolution, and practical implications in the ecommerce landscape. They discuss the similarities between unified commerce and omnichannel strategies, emphasising the importance of data integration and customer experience. The conversation also highlights the challenges of payment systems and the complexities of global operations. Through examples of successful brands, they illustrate how unified commerce principles can be effectively implemented, while also addressing the future of ecommerce strategies. Key takeaways: Unified commerce is a rebranding of omnichannel strategy. Data integration is crucial for creating a seamless customer experience. Payment systems can complicate platform consolidation in ecommerce. The democratisation of technology has lowered barriers for small businesses. Unified commerce aims to simplify operations without compromising customer experience. Globalisation presents unique challenges for unified commerce strategies. The conversation around unified commerce is often clouded by jargon and semantics. A strategic aim of unified commerce is to consolidate technology and processes. The future of ecommerce will focus on data-driven decision making.

Replatforming isn't always the best solution to technology challenges. An ecommerce platform can be fit-for-purpose but the implementation flawed, or outdated, resulting in the business thinking the issue is the underlying tech. Sometimes it's quicker, cheaper and more effective to improve how the current platform is built rather than pivot to a new vendor ecosystem. For this podcast, James Gurd and Michal Klim discuss the complexities of re-engineering ecommerce platforms, particularly focusing on Shopify. Michal is the CTO of respected development agency Commerce UI, and recently helped Pangaia re-engineer their Shopify storefront and tech stack. James & Michal explore the concept of technical and process debt, the importance of thoughtful maintenance, and the challenges of historical decisions in technology. Michal shares insights from his work with Pangaia, emphasising the need for a clean slate approach to build better solutions. The discussion also covers the role of automation, the use of Shopify Flow and MetaObjects, and the integration of third-party tools, culminating in a conversation about transitioning from classic to new customer accounts. Key takeaways: Re-engineering can be a better solution than re-platforming. Technical debt accumulates over time and needs addressing. Thoughtful maintenance is crucial for long-term success. Historical decisions can complicate current technology choices. A clean slate approach can lead to better outcomes. Simplifying complexity can enhance user experience. Automation tools can significantly improve operational efficiency. Shopify Flow and MetaObjects provide powerful solutions to operational challenges.

Loyalty is a hot topic in ecommerce. For this podcast, we're joined by Ed Bull, owner of leading ecommerce agency Limesharp. We discuss the evolving landscape of loyalty programs in the luxury and premium brand sectors, exploring how brands are redefining loyalty beyond traditional points systems, focusing on strategic approaches to customer behavior, the balance between rewards and profitability, and the importance of measuring success through key metrics. The discussion highlights the need for brands to adapt their loyalty strategies, especially during peak trading periods, and the changing perceptions of loyalty programs in the industry. We delve into the intricacies of loyalty programs, discussing tier movements, the impact of gamification and community engagement, common pitfalls in managing loyalty initiatives, and future trends in the loyalty landscape. The episode emphasises the importance of understanding customer behaviour, the need for personalisation, and the potential of leveraging influencers to enhance customer experiences. It also highlights the evolving nature of loyalty programs and the necessity for brands to adapt to changing consumer expectations. Key takeaways: Loyalty programs are evolving beyond traditional points systems. Brands need to understand customer behaviour through data analysis. CFOs are crucial in discussions about loyalty program profitability. Loyalty doesn't have to be publicly advertised to be effective. Surprise and delight tactics can enhance customer loyalty. Measuring the speed of movement between loyalty tiers is important. Tracking unspent loyalty points is essential for program management. Loyalty programs can formalize existing rewards that brands already offer. Gamification can enhance customer interaction with brands. Community-driven loyalty programs are gaining popularity. Brands should avoid punishing customers for inactivity. The future of loyalty will focus on hyper-personalisation. Influencer partnerships can create unique loyalty experiences.

There's a feeling in the industry that some AI tools are solutions looking for a problem. In this podcast, we explore an AI solution that has a clear ecommerce use case and is focused on improving customer experience. James Gurd speaks to Klevu co-founders Nilay and Niraj about their new product, Asklo, which integrates AI chatbots into ecommerce product journeys to enhance customer experience. This is the a logical evolution to PDP Q&As, with customers able to get real-time responses to product and service questions, rather than waiting for a reply. The episode discusses the importance of optimising user journeys, the technology behind Asklo, and how it can improve conversion rates. The conversation also explores case studies demonstrating Asklo's effectiveness in reducing PDP bounce rate by 30%. Key takeaways: Asklo aims to democratise product discovery in ecommerce by providing AI-generated Q&A on the PDP AI can significantly improve customer experience and conversion rates. Understanding user intent is crucial for effective product recommendations. The technology behind Asklo includes Retrieval Augmented Generation (RAG). Real-world case studies show a 30% reduction in bounce rates from PDPs. Integration with existing systems is seamless and quick (measured page speed impact of 15ms) Customisation options allow brands to control responses and tone. The future of AI in e-commerce will focus on seamless user journeys.

Summary: In this episode of the Inside Commerce podcast, Paul Rogers and Joe Fletcher discuss the critical aspects of ecommerce reporting, focusing on the importance of data measurement, key performance indicators (KPIs), and the challenges posed by new tools like GA4. They explore the significance of conversion rates, tracking, and common mistakes businesses make in their reporting processes. The conversation also delves into how businesses should approach their reporting needs, the value of understanding customer behaviour, and the various methods of attribution that can be employed to gauge marketing effectiveness. Key takeaways: Ecommerce has matured significantly, especially post-iOS changes. Critical KPIs should tie back to fundamental business outcomes. Conversion rates need to be contextualised for meaningful insights. GA4 presents challenges but offers powerful data if utilised correctly. Tracking issues can lead to downstream reporting problems. Data silos can obscure the true performance of marketing efforts. Businesses should start with their needs before selecting reporting tools. Customer sentiment is a vital but often neglected metric. Understanding the value of customers is essential for growth. A hybrid approach to attribution is often the most effective.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: In this episode of the Inside Commerce podcast, Luke Hodgson from Commerce Thinking explains the common issues with ERPs and their integration with ecommerce platforms. The conversation explores the importance of understanding ERP systems for ecommerce leaders, the evolving role of ecommerce directors post-COVID, and the demand for ERP in new businesses. The discussion also delves into the role of middleware in ecommerce integrations, challenges related to peak order volumes, and strategies for maximising back office performance. Finally, we discuss the significance of technical leadership in ecommerce and provide practical advice for businesses facing integration issues. Key takeaways: E-commerce leaders must understand their ERP systems. The demand for ERP has evolved post-COVID. Middleware plays a crucial role in integration. Peak order volumes require careful planning and execution. Technical leadership is essential for e-commerce success. Brands are increasingly exploring alternatives to traditional ERP systems. Effective communication with partners is vital during peak periods. Breaking down problems into stages helps identify issues. A tech leader should facilitate collaboration among stakeholders. The right technical resources are crucial for successful ERP implementation.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: In this episode of Inside Commerce, James Gurd and Paul Rogers discuss the critical decision-making process surrounding technology investment versus viewing technology migration as a cost reduction opportunity. They emphasize the importance of focusing on value rather than merely cutting costs, exploring the nuances of licensing fees, the significance of building business cases to justify technology investment. The conversation also highlights the need for customisation in SaaS platforms and the importance of planning for cost neutrality in long-term strategies via offsetting existing costs. Key takeaways Investing in technology should focus on value, not just cost reduction. Understanding the nuances of licensing fees is crucial for accurate budgeting. A strong business case is essential for technology change. Positioning your investment request effectively can lead to better outcomes. Marketing spend should be viewed as an investment in long-term growth. Cost neutrality can be a strategic goal in technology investments. Customisation may be necessary to achieve desired customer experiences. Avoid standardised approaches that limit differentiation in SaaS. Consider the total cost of ownership (TCO) when evaluating platforms. Evaluate where costs can be offset to support new investments.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE:

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: In this episode of the Inside Commerce podcast, James Gurd interviews Seb Villien, the Digital Director at Smythson, discussing the nuances of customer experience and personalisation in the context of luxury brands. They explore the differences between high street fashion and luxury retail, the importance of user experience, and how Smythson enhances customer service to drive revenue. Seb shares insights on the role of AI, the significance of empowering customer service teams, and the strategies for measuring success and fostering customer loyalty. The conversation also touches on the challenges of internationalisation and localisation in delivering a consistent brand experience across different markets. Key takeaways: Customer experience is crucial for luxury brands. Smythson focuses on storytelling in their collections. Post-purchase experience is key to customer satisfaction. AI is used to support, not replace, human interaction. Customer service can drive revenue and loyalty. Empowering teams leads to better customer experiences. Personalisation is essential in luxury retail. A thorough recruitment process is vital for customer service roles. Internationalisation requires balancing global brand consistency with local adaptation. Technology should be maximised before seeking new solutions.

In this podcast, Paul Rogers interviews Philipp Mensch, head of growth at Luca Faloni, an Italian premium menswear brand. We explore the brand's recent replatforming to Centra from Shopify, focusing on the need for a scalable and flexible tech stack to support international growth. Philipp shares insights on managing internal resources during the migration, the importance of internationalisation and localisation, and the brand's commitment to a direct-to-consumer strategy. We also explore the omnichannel experience, customer services, and the evolving approach to loyalty programs, emphasising the need for a unique and engaging customer experience. Philipp also provides his thoughts on the future roadmap for Luca Faloni, highlighting the focus on continuous innovation and improvement in the omnichannel space. Key takeaways: Luca Faloni focuses on high-quality, timeless menswear. The decision to replatform was driven by international growth needs. Centra's headless solution offers flexibility and scalability. A hybrid approach was used for resource management during migration. Localisation includes language, currency, and seasonal content adjustments. Direct-to-consumer strategy is prioritised over wholesale. Omnichannel services include endless aisle orders and gift cards. Loyalty programs aim to create brand ambassadors, not just transactions. Integration of loyalty with CRM enhances customer experience. Future plans include improving omnichannel logistics and communication.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: Paul Rogers speaks with Anton Johansson, founder of Grebban, about the evolving landscape of ecommerce design and branding. They discuss the importance of creating a compelling brand experience, the shift towards investing in creative over development, and the role of AI in enhancing customer interactions. The conversation also touches on the significance of community engagement, the impact of dopamine culture on design, and emerging trends in ecommerce. Through case studies like Djerf Avenue, they explore how innovative design can drive customer loyalty and conversion. Key takeaways: 1. Investing in creative is essential for brands to engage customers. 2. Ecommerce design should focus on brand experience, not just transactions. 3. AI will significantly change the shopping experience in the future. 4. Community engagement is crucial for building brand loyalty. 5. Dopamine culture influences how users interact with websites. 6. Design subscriptions offer a continuous approach to creative needs. 7. Personalisation will become more advanced with AI technology. 8. Static websites struggle to retain user attention; interactivity is key. 9. Using two agencies can enhance both creative and technical aspects of projects. 10. Emerging design trends emphasise community and interactive elements. Make sure you're following Inside Commerce on LinkedIn and have subscribed to the Inside Commerce newsletter.

Flexible working is a hot topic. Amazon is the latest company to stir up debate around the virtues of giving employees the best possible work/life balance. A CBI Employment Trends survey found that 99% of all businesses surveyed believe that a flexible workforce is vital or important to competitiveness. BUT... Flexibility means different things to different people e.g. working around school runs, being able to work from home, starting later and finishing later, not having to take annual leave for appointments etc. And you need to consider diversity and inclusivity.... it's not as easy as it looks! We borrowed a quote from Sara Russell, Marketing Director at 5874 Commerce to kick start our debate: “So does the eCommerce industry need flexible working? If we want to attract and retain top talent, keep our teams engaged and provide top-level customer satisfaction then yes we do.” Tune in to listen to different approaches from three highly respected digital leaders: Ross Allsop, Director of Growth at PANGAIA, Dan Partridge, CEO at leading Shopify partner Swanky (Shopify Plus Agency) and Paul Rogers, MD at award winning digital agency Vervaunt.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: This podcast delves into the evolving landscape of return strategies in ecommerce, emphasising the need for retailers to shift their perspective from viewing returns as a cost & policy to recognising them as an important customer service. The discussion highlights the complexities involved in managing returns, the hidden costs associated with poor return management, and the growing concern of return fraud. Additionally, we explore the impact of return policies on customer loyalty and the importance of defining fair usage. As more major brands starts to embrace paid returns and reset customer expectations, we also explore technological innovations that can help you streamline return processes and improve customer experiences, ultimately helping you take greater control of your returns strategy and process. Key takeaways: 1. Returns should be seen as a service, not just a cost line: services get invested in whereas costs get cut. 2. Poorly managed returns can lead to significant hidden costs. 3. Return fraud is a growing concern that needs addressing. 4. The impact of returns on customer loyalty is significant. 5. Defining fair usage in return policies is essential for sustainability. 6. Technological innovations can streamline return processes. 7. Data analytics is key to understanding return impacts. 8. The future of returns will involve more personalised and data-driven approaches. Make sure you're following Inside Commerce on LinkedIn and have subscribed to the Inside Commerce newsletter.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: In this episode, James Gurd and Paul Rogers discuss examples of innovative and creative executions in ecommerce. They highlight features and designs that enhance the customer experience, add value, and drive smarter business decisions. The examples include Lily's Kitchen, Atoms, Gymshark:, Rimowa, Civilist Berlin, Patagonia, Nudie Jeans, Motel Rocks & Djerf Avenue. The episode emphasises the importance of standing out and creating points of difference in ecommerce. Key takeaways: 1. Innovation in ecommerce involves finding creative executions that enhance the customer experience and drive smarter business decisions. 2. Features like personalised feeding guidelines, stock notifications with product recommendations, and complex product configuration can add value and improve the customer journey. 3. Collecting and utilising product reviews can provide valuable insights and help counter conversion barriers. 4. Customisation options, engaging storytelling, and interactive elements can make the shopping experience more enjoyable and memorable. 5. Size profiling, curated looks, and brand value storytelling can help customers find the right products and connect with the brand's values. 6. Attention to design details, such as animations, iconography, and typography, can create a unique and engaging website. 7. It's important to stand out and create points of difference in ecommerce to drive better outcomes and customer engagement.

In this episode, we discuss BigCommerce's latest product release with Jordan Sim, VP of Product Management, and Joe Comins, director of strategy at leading SI Codal. The conversation covers topics such as the current direction of BigCommerce's product strategy, the integration of Makeswift into the Catalyst framework, the flexibility and control provided by the visual editor, the workflow management tools, and the advancements in B2B functionality. Jordan and Joe highlight the importance of providing an unopinionated and flexible platform for businesses to customise their storefronts and manage content. BigCommerce is focused on B2B strategy, offering unique use cases for manufacturers, distributors, and wholesalers. They are working on creating a marketplace for B2B and B2C experiences. BigCommerce is also developing AI technology to speed up the B2B quoting process. They are expanding their multi-storefront functionality to support localised blogs, shipping methods, and variant product data. The ability to have subdirectories in domains is supported through Headless and will be available on Stencil in the future. Tune in to hear directly from the people shaping BigCommerce's product strategy and implementing solutions for ecommerce businesses. Key takeaways: BigCommerce's product strategy is focused on helping customers sell more and equipping them with tools to navigate the challenging retail landscape. The integration of Makeswift into the Catalyst framework provides a visual editing experience for composable storefronts, making headless builds more accessible to marketers. BigCommerce offers flexibility and control in managing content across the store, allowing developers and marketing teams to customise the visual editor based on their needs. The platform provides workflow management tools and publishing controls, enabling collaboration and efficient content creation. The advancements in B2B functionality, such as advanced account hierarchy, custom roles, and open-source fire port, cater to the needs of larger B2B enterprises and provide flexibility in mimicking their business structures and workflows. AI technology is being used to speed up the B2B quoting process. BigCommerce is expanding their multi-storefront functionality to support localised blogs, shipping methods, and variant product data. Checkout extensions allow for customisation without the need for a custom checkout. BigCommerce is also investing in feed dynamics, including a connector to the Shein marketplace and instant commerce for same-day delivery and in-store pickup.

Ecommerce is a fast-paced industry, with constant change, new market entrants and incumbents updating their products with new features and fixes. James & Paul spend a lot of time looking at ecommerce strategy and technology, talking to agencies and technology vendors, so this series is a digest of what they've found interesting, what ecommerce teams should be thinking about, as well as highlighting interesting stories and cool tools they come across in their day-to-day work. In this episode we cover the general, more positive market mood in the ecommerce industry. Inevitably we reference the dominance of Shopify in replatforming projects, the positive outlook for agencies, and the growth of other platforms like BigCommerce and Centra. We also discuss interesting technology developments, including the launch of Blueprints by Patchworks and the ecommerce design subscription by Grebban. We then cover Amazon Prime Day, drone delivery, and collaborations between non-competitive businesses. Key takeaways: Shopify continues to dominate the replatforming market, but other platforms like BigCommerce and Centra are also seeing growth. The market mood for agencies is more positive, with an increase in inbound leads and a surge in new projects. Interesting tech developments include the launch of Blueprints by Patchworks and the ecommerce design subscription by Grebban. Amazon Prime Day saw significant growth in mobile sales and a surge in high-ticket item purchases. Drone delivery is gaining traction, with Amazon receiving FAA approval for longer flights and beyond visual line of sight. Collaborations between non-competitive businesses, like Card Factory and Just Eat, are opening up new distribution channels. Shein is suing Temu for selling counterfeit products, which affects brand reputation and drives up costs for brands. Vervaunt's Pulse event in New York is expanding, offering a platform for ecommerce professionals to connect and learn. Stay updated on the latest ecommerce news by following Inside Commerce on LinkedIn and subscribing to their newsletter.

Roshni Patel, Head of Ecommerce at Wild Nutrition, joins the podcast to discuss her background and the evolution of ecommerce at Wild Nutrition. She shares insights on the company's strategy shift after raising private equity, the importance of building the right teams and expertise in-house, and the challenges and benefits of using third-party apps in their tech stack. Roshni also talks about the role of consultations in driving customer acquisition and retention, the tactics used to turn first-time customers into subscribers, and the focus on personalisation and CDPs in their future roadmap. Your takeaways Building the right teams and expertise in-house is crucial for the success of an e-commerce business. Regularly reviewing the tech stack and evaluating the value delivered by third-party apps is important for growth and efficiency. Consultations play a significant role in driving customer acquisition and retention, especially in the supplements industry where customers may need guidance. Tactics like quizzes and personalised experiences can be effective in upselling and increasing the subscription basket. Reporting on metrics like churn, LTV, repeat purchase rate, and AOV is essential for tracking the success of a subscription-based business. Expanding into international markets requires careful consideration of regulatory and compliance factors, as well as market demand and product localisation. Future plans include exploring CDPs and personalisation, optimising the quiz experience, and maximising the value of first-party data.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: Ecommerce personalisation tech has progressed rapidly, with a wide range of vendors to choose from. However, personalisation is often reliant upon pushing product recommendations based on prior and current browsing, and purchase behaviour. But... Not everyone visiting your website has purchase intent, and those that do will be in different stages of their decision cycle. Continuing to treat everyone as a high intent buyer isn't an optimal customer experience and is likely to be losing you potential customers. In this podcast we talk about predicting user intent to improve on-site segmentation and conversion. Our guest, David Mannheim, is the founder of Made With Intent, a tool focused on understanding user intent. The conversation covers topics such as the problems with generic pop-ups and blanket discounting, the importance of segmenting customers based on intent, and the integration options for the tool. David's vision for the future is to embed predictive intent in ecommerce and change the perspective of the industry. Key takeaways: 1. Understanding user intent is crucial for effective on-site segmentation and conversion. 2. Generic pop-ups and blanket discounting are not always the best approach and can be annoying for users. 3. Segmenting customers based on their intent allows for more personalised and targeted communication. 4. Made With Intent integrates with various platforms to provide data insights and improve customer experiences. 5. The future vision is to change how businesses optimise their websites. Tune in for an interesting and lively debate on user intent. Make sure you're following Inside Commerce on LinkedIn and have subscribed to the Inside Commerce newsletter.

In this episode, James Gurd interviews experienced digital marketing strategist Anna Wilson about the role of offline media in ecommerce. Anna explains the rise of the fractional CMO role, the changing role of offline media in the digital age, and the appeal of direct mail in a crowded digital space. The podcast will help you understand the relevance of print formats for different audiences, the importance of personalisation in retention strategies, and the measurement of offline marketing success. We also touch on the role of programmatic direct mail and the challenges and considerations of sustainability in print campaigns. Key takeaways: The fractional CMO role has become increasingly popular, especially in the ecommerce space. Offline media, such as direct mail, is gaining attention and becoming more relevant in the crowded digital marketing landscape. Direct mail offers a unique opportunity to stand out and engage with customers in a tangible way. Personalisation is key in both acquisition and retention strategies, and direct mail can be tailored to specific audiences and demographics. Measuring the success of offline marketing campaigns is relatively straightforward, as it involves tracking responses and analysing the impact on sales and profitability. Programmatic direct mail is an emerging trend that combines the benefits of automation and personalisation in offline marketing. Sustainability is an important consideration in print campaigns, and there are options for offsetting the environmental impact of direct mail.

James & Paul interview Hannah Tickle, an experienced experimentation leader who's currently the Experimentation Team Lead at Trainline. The episode discusses the role of experimentation in ecommerce, the importance of ownership of within organisations, and the impact of hypotheses, testing speed, and data analysis. Hannah shares insights on building a culture of experimentation and the benefits of using a custom testing stack. She also touches on the challenges of incorporating user feedback and the importance of understanding the limitations of qualitative research. Takeaways: True experimentation is essential for ecommerce businesses to improve strategic planning and prioritise product development. Experimentation should be centralised to ensure accessibility and consistency. Strong hypotheses are data-backed and focus on testing concepts rather than specific things. Testing should be fast, light, and big, with a focus on impactful changes rather than small tweaks. Understanding and analysing data is crucial for effective experimentation, and it's important to consider both quantitative and qualitative feedback. Building a culture of experimentation requires consistency, responsiveness, and support from senior leadership.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: Let's set the scene for this podcast. Operational efficiency is critical for ecommerce success. James recently moderated a panel at Dark Matter Commerce's Commerce Fusion event, exploring the business case for investment in better automation with Green Feathers Ecommerce Director, James Ewens. The topic for that panel was, "Say goodbye to excel and error-strewn manual work. Hello to automated retail and growing fearlessly". The conversation was popular with the audience, so we decided to extend the discussion with James Ewens to ultimately answer the WHY, WHEN, WHAT & HOW of evolving from manual and spreadsheet based approaches to running key processes, to increased automation using modern technology. Although we often joke about Excel or other manual systems managing a business, sometimes it's the right thing to do given where that business is at. However, scaling on manual processes adds risk and businesses need to identify when it's time to change, and what change is required. Both James' have first hand experience of large digital transformation projects and give advice on spotting the signs that change is required, the risks of not changing fast enough and the benefits of investing in better systems and processes. Make sure you're following Inside Commerce on LinkedIn and have subscribed to the Inside Commerce newsletter.

Stay connected with the leading ecommerce platforms. James & Paul interview leaders and visionaries from Shopify, BigCommerce, Centra, Commerce Layer and Remarkable Commerce for a fireside chat on what's happened during Q2 2024. Each quarter, we catch-up with the leadership teams of leading ecommerce vendors so you can hear directly from them what their strategic and product focus has been for the last quarter. In this episode we cover: 1. Key trends shaping the vendor's strategy and roadmap 2. Key product releases from Q2 and impact for merchants 3. Looking ahead: what's coming in Q3? Enjoy!

We often find ecommerce teams focus more on search algorithms and campaigns, like product boosting and redirects, less on ensuring the site gets people into relevant search journeys quickly and effectively. Through simple testing, we've seen search engagement (the % of users using search) increase by double digits. In this 10-minute video & audio tutorial, James Gurd shares practical tips for boosting search usage and improving the search experience by focusing on two aspects: Search box design and visibility Default view and type-ahead efficiency

ABOUT THIS EPISODE: In this episode, we sit down with By Association Only CTO Dan Gamble to review the latest Shopify product release, explaining what it means for merchants and what it reveals about Shopify's product strategy and GTM focus. If you're part of the Shopify universe, then you'll be well aware of Editions and the marketing bandwagon that accompanies it. Twice a year, Shopfidy drops a major product release containing 100+ new features, features enhancements and technical updates. There's a lot of talk about what has landed, less about the implications for ecommerce teams. In this episode, we pick out the important themes and explain what has impressed us, and why. We also discuss how these new features benefit ecommerce teams, whilst highlighting capability gaps that still need to be addressed, flagging which are in-flight but don't have a committed release date. We cover the following big topics: Content management Markets Products & merchandising Customer Service Reporting and analytics Checkout B2B Make sure you're following Inside Commerce on LinkedIn and have subscribed to the Inside Commerce newsletter.

Welcome to the latest episode of the Inside Commerce Podcast, your go-to source for innovative strategies to enhance your online retail business. In this episode, we explore the challenges of delivering cross-border ecommerce, featuring an interview with the experts at Swap Commerce. Known for their market-leading returns platform, Swap Commerce now also helps merchants unlock new markets via their new cross border solution. In this episode, Cian Wright explains how their services — DDP (Delivered Duty Paid) shipping, automatic tax remittance, and express customs clearance — streamline the complexities of international sales. We discuss the advantages of DDP shipping, which ensures that all duties and taxes are paid upfront, offering a seamless experience for customers and reducing unexpected costs at delivery. An interesting insight is the benefit Swap Commerce provides to finance teams through the automatic clawback of duty on returns. This feature is crucial, as retailers often lose out when using merchant of record solutions that do not offer this functionality. By automatically reclaiming duties on returned items, Swap Commerce helps businesses maintain their profitability and operational efficiency. Tune in to for advice on your cross-border ecommerce strategy, helping you expand globally while managing the financial intricacies of international trade.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: International expansion is front of mind for many ecommerce teams in 2024. In this episode we delve into the complexities of managing a global ecommerce strategy with the DTC Ecommerce Manager at BRG Group brands, which include Breville and Sage Appliances. Myles shares his experience and insights on navigating the intricacies of maintaining multiple websites across 17 countries, including multiple languages. The conversation starts with the international setup and tech stack, and then covers the fundamental need for localisation of website content and the shopping experience. Myles explains that localising content is not just about translating text; it's about adapting the user experience to resonate with local cultures, preferences, and behaviours. This involves modifying product descriptions, adjusting imagery, and tailoring marketing messages to align with the expectations and norms of each region. Myles also highlights that true localisation requires a deep understanding of the local market, which often means collaborating closely with local teams or hiring native speakers. Another key aspect discussed is the importance of standardising the technology stack via central ownership. Myles explains that having a unified platform and centralised control helps ensure consistency, efficiency, and scalability. By standardising on a single ecommerce platform, the brand can streamline operations, manage updates more effectively, and reduce the complexity of maintaining different systems. Central ownership also facilitates better data integration, allowing for more comprehensive analytics and insights across all markets. However, with centralisation comes the challenge of maintaining a consistently high level of customer service across global teams. Myles candidly discusses the difficulties in achieving uniformity in customer service standards when dealing with diverse teams spread across various time zones and cultural backgrounds. Additionally, leveraging technology such as AI-driven customer service tools can help provide immediate and consistent support, bridging the gap between different regions. Throughout the podcast, Myles' insights provide a valuable roadmap for any ecommerce manager looking to navigate the complexities of a global ecommerce strategy, balancing localisation, technological standardisation, and exceptional customer service. Make sure you're following Inside Commerce on LinkedIn and have subscribed to the Inside Commerce newsletter.

70.19% is the average documented online shopping cart abandonment rate. Every ecommerce site has abandoned carts, and trying to recover them is every ecommerce team's obsession (well, it should be). In this video short, we talk you through a recommended 3-phase approach to abandoned cart email programs and the role of SMS reminders in the process. Having done this for a few brands, our advice (which should be tested of course!) is: Don't discount immediately, focus on customer service & USP prompts Send the first email within 1hr Send the second email +24 hrs and remind people stock isn't reserved (if it is, tell them how long for to create urgency) Send the second email +48 hrs and now test an incentive to complete the order (doesn't have to be a discount, could be free shipping) And most importantly, don't take my word for it

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: In this episode, we dive into the exciting world of AI tools and generative AI, focusing on how they're changing the content creation game for ecommerce businesses. We're joined by highly experienced content and media strategist, James Carson. James was previously MD at History Hit and has led content and digital marketing teams for large publishers like The Telegraph. We chat about how technology is democratising and revolutionising everything from product descriptions to video and animation, making life easier and more efficient for content teams. But it's not all sunshine and rainbows; we also tackle some of the big concerns that ecommerce teams need to keep an eye on. From ensuring the authenticity of AI-generated content to maintaining the human touch in editing and approval flows. Tune in for a lively discussion that balances the incredible benefits of AI with the potential pitfalls, giving you a well-rounded look at the future of ecommerce. Make sure you're following Inside Commerce on LinkedIn and have subscribed to the Inside Commerce newsletter.