A Retail TouchPoints Interview with BigCommerce’s Sharon Gee

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Breaking Down Omnichannel Commerce Developments with BigCommerce’s Sharon Gee

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Amazon receives a median of 5.2 billion visits per 30 days, the hashtag #TikTokMadeMeBuyIt now has greater than 346.5M views on TikTok and 75% of worldwide customers used a Google product prior to now week to assist with their buying.

With these staggering statistics rising amongst digital channels, retailers can not afford to not be the place their clients are. 

Mixed with the common consideration span of right this moment’s shopper being a mere eight seconds, it’s extra necessary than ever for retailers to not solely meet customers the place they’re — however make it straightforward for them to purchase.

At NRF 2022, Retail TouchPoints sat down for an unique interview with BigCommerce GM of Omnichannel Sharon Gee to debate the newest omnichannel commerce developments and the way retailers can ship a seamless expertise throughout channels with BigCommerce.

Let’s dive into just a few key takeaways from their dialog:

Inside Retail TouchPoints’ Interview with BigCommerce’s Sharon Gee

Retail TouchPoints: What do you imagine was essentially the most impactful development to come back out of 2021? 

Sharon Gee: “In 2021, the ubiquitousness of the necessity for omnichannel technique is totally the most important development. All the eyeballs went on-line, so retailers can’t not have a technique about how they showcase their merchandise wherever the consumers really are.

“Whether or not that’s looking direct on Google, which is no longer solely an advertisements platform however a market, whether or not that’s having an advert technique on Amazon, the place they’re beforehand listed their merchandise however now they want a greater advert technique, or whether or not it’s that actually fascinating intersection in social commerce that we’re seeing emerge, manufacturers now want to have the ability to floor their merchandise and make it as seamless as potential for customers to click on and purchase in a single click on — wherever that shopper is.”

RT: Which development or developments do you imagine will rise to the highest in 2022?

SG: “I actually suppose we’re going to see much more round social commerce. 

TikTok acquired to a billion customers in two years — it took Fb round ten as a way to get there.

“We’re additionally going to see this integration of advertisements and market channels merging to create experiences which can be targeted on delivering essentially the most seamless omnichannel shopper journey.

“Customers need to know, ‘Is it the product that I need? Is it accessible close to me? How a lot will it price, and when will I get it?’, they usually need to know that data whether or not they’re scrolling by way of Instagram and need to checkout proper there, or in the event that they’re going to a direct-to-consumer web site as a way to analysis a product. 

Customers need to have the ability to take a look at with the identical seamlessness they’ve on Amazon.

“So, the rise of social commerce and the discount of friction within the omnichannel shopper journey I believe are the largest focus and developments we’re going to see.”

RT: What tech do you imagine retailers ought to prioritize as a way to present the very best buyer expertise? 

SG: “All of those channels require product information. In case you’re sending the identical product itemizing data to your whole channels — to Google, Fb, TikTok and Amazon — you’re not going to transform.

“The product attribute information is what’s required as a way to have these channels floor your merchandise in search and merchandising algorithms. [Businesses] are going to wish to spend money on know-how that permits them to floor their required product attributes and stock to every channel as a way to enhance conversion.”

RT: Are there any retail manufacturers you imagine are main in buyer expertise?

SG: “Now we have manufacturers like Skullcandy and Solo Range on BigCommerce which can be main in expertise throughout omnichannel — whether or not meaning exploring new social commerce channels and making a seamless expertise with our native integrations into Fb and Instagram, or whether or not meaning they’re leveraging product information as a way to floor it throughout all kinds of the channels that drive site visitors again to their direct-to-consumer experiences.”

RT: What ought to we search for from BigCommerce in 2022?

SG: “We’re going to proceed to spend money on changing into the world’s main platform for omnichannel commerce. Whether or not it’s in B2C or B2B, you’re going to see us broaden internationally and proceed to supply use instances that permit retailers to promote extra in all places.”

Promote Extra with Omnichannel Commerce

Having an omnichannel technique is not a nice-to-have; it’s a will need to have for any profitable ecommerce enterprise.

BigCommerce permits you to meet customers the place they’re throughout social platforms, marketplaces, promoting channels and extra — all instantly out of your management panel. With the BigCommerce Channel Supervisor, retailers can seamlessly combine and leverage information throughout channels by way of itemizing companions like Feedonomics. 

Contemplating increasing your attain with new channels? Discover extra omnichannel assets and begin a free trial to begin promoting extra right this moment.


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