Your e-commerce ecosystem within the period of the primary cellular telephony

Click & collect, contactless payment, delivery from the store … Traditional store and online store are uniting at a fast pace. At the heart of this convergence: mobile, the pillar of consumer use and the establishment of a new generation of omni-trade technology ecosystem.

With 15% growth in 2020 and a health context accelerating the implementation of digital solutions faced by paralyzed traditional networks, e-commerce is also experiencing a transformation of its organization and structure, offering as many opportunities as threats. A change that requires the marketing and IT department to take on the role of conductor in charge of the growing number of instrumentalists who need to be carefully selected and coordinated to ensure a flawless symphony. With the mobile at the heart of this result.

Summary of 3 key trends for integration in 2021:

1- Best in race and cloud

No more developing custom solutions and platforms. Faced with the development of SaaS solutions with sometimes colossal resources and investments, more and more players are turning to ready-made solutions, adding a greater or lesser degree of customization depending on the specifics of the sector and their budget.

Historical e-commerce platforms (Adobe Magento, Salesforce Commerce Cloud, SAP Hybris) remain at the heart of the ecosystem, challenged by new players (Shopify, Commercetools) who rely specifically on the cloud – at the expense of premises – to make outsourcing much easier and more flexible .

Each of these savages has its own partner ecosystem, sometimes integrated, offering increasingly specialized solutions to commercial issues: live shopping, click and billing, payment, loyalty program, personalization algorithm, customer reviews, identity management and user access (CIAM). .. The list grows almost every week.

Consequence for the brand: the need to identify, evaluate, select and integrate more and more solutions with their share of settings, adaptations and limitations despite the promises of “include and play”. And the need for an escort to make the right choice and choose the best player for each position!

2- Multi-channel and mobile-first

Separated for a long time, e-commerce and network infrastructure (traditional outlets) have in recent years begun a sometimes dangerous rapprochement, especially in the world of franchising.

The health context has greatly accelerated this convergence and this hybridization of use and experience: delivery, driving and shipping from the store, pooling stocks, visual search and live shopping, augmented reality, scanning and payment and mobile payment … setting up a unified experience involves implementing solutions and An IT infrastructure that serves both the location or mobile application and the point of sale, with the latter becoming an interface almost like any other. 100% offline shopping is undeniably living its last hours.

Mobile – a symbol of omnichanals as it brings digital and e-commerce to outlets – is therefore becoming central. With nearly 64% of the digital audience coming from mobile devices and the ability to provide point-of-sale services with less contact and less friction, mobile devices in the first place are no longer a matter of interface or UX, but a unique trading strategy.

3- Data Separation and APIization

The proliferation of sales and customer interfaces is now imposing a new architecture: unbundling and separating between “fronts” – that is, multiple with site, applications and outlets – and background, unified, APIs, to ensure “integrity” and accessibility data.

On the front, responsive websites and mobile applications now have the same philosophy based on high-performance technologies in the service of experience (JavaScript for web and native development for applications). These interfaces are now separate from the data, exposed via increasingly lightweight APIs (REST or GraphQL) to serve performance. This data is increasingly exposed through the proxy layer (API management) to facilitate migration and change of multiple partners without affecting the front. Including for CMSs that switch to “headless”.

On the back, the best approach in the series is also based on APIs, with each solution having ready-made connectors to facilitate the integration of the solution into the ecosystem.

New e-commerce platforms – Saleor, Sylius, Swell – are rushing into this niche and claiming to be the first APIs by natively offering a library of complete APIs. Historical publishers follow this trend: Salesforce Commerce API replaces obsolete Open Commerce API (OCAPI), Magento 2 supports GraphQL, …

This separate model of APIing the company and its data also has the huge merit of being able to serve third-party interface management at a time when social networks and markets account for an increasing share of contacts and transactions (up to 27% in 2020 according to Fevad).

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