Click and collect, no contact payment, sent from the store … The traditional commerce and online commerce are united in fast speed. At the heart of this convergence: mobile, pillar of consumer use and the establishment of new technological generation omni-commerce ecosystem.
15% growth in 2020 and a context health hastening the implementation of digital solutions in the face of paralyzed traditional network, we will also e-commerce organization and structure are subject to change, offering many opportunities as threats. A change that requires marketing and IT department to perform the duties as conductor governing constantly growing number of instrumentalists have to carefully select and coordinate to ensure a flawless that symphony. With the mobile at the center of this mark.
A quick overview of the three main trends to be included in 2021:
1- The best race and the cloud
No developing customized solutions and platforms. Faced with the development of SaaS solutions that are sometimes huge resources and investment, more and more players to turn to off-the-shelf solution, adding a greater or lesser degree of customization depending on particularities of the sector and their budget.
The historic platform of e-commerce (Magento Adobe, Salesforce Commerce Cloud, SAP Hybris) remains at the center of the ecosystem, while challenged by new players (Shopify, Commercetools) that rely on cloud – the cost of on-premise – to make it simpler and more flexible outsourcing services.
Each of the behemoth that it has its own ecosystem of partners, sometimes combined, to offer more specialized solutions to a commercial issue: live shopping, clicking and collection, payment , loyalty program, algorithm personalization, customer reviews, management of customer Identity and Access management (CIAM). .. The list is growing almost every week.
Result for the brand: the need to identify, evaluate, select and integrate more solutions to their part of the setting, adapting and limit despite promises of “plug and play”. And the need for organizations to make the right choice and choose the best players for each position!
2- omnichannel and mobile-first
Separated for a long time, e-commerce and network infrastructure (the traditional point of sale) has started in recent years sometimes dangerous rapprochement, particularly in the world of the franchise.
The context of health has greatly accelerated the convergence and the hybridization of the use and experience, delivery, driving and shipping from the store, the unification of the stock, visual search and live shopping, augmented reality, scan and go and mobile payment … setting up a unified experience includes the implementation of solutions and an IT infrastructure that serves the site or mobile application and the point of sale, the latter has been an interface very similar to the others. 100% offline commerce is undeniable alive the last time.
Mobile – symbol of omnichannel because it was digital and e-commerce at the point of sale – thus becomes the center. With nearly 64% of the digital audience coming from mobile and capable of delivering the experience to the point-of-sale without contact and less friction, the mobile-first is not a question of interface or UX. but a unified approach to commerce.
3- The decoupling of data and APIsation
The multiplication of interfaces sales and customer interaction imposes now the new architecture: the separation and decoupling between “presence” – therefore many of the sites, apps and points of sale – and back end, unified, APIs, to ensure the “integrity” and having data.
The back-end side, the best strategy in the race is also based on the API, each solution has off-the-shelf connectors to facilitate integration solutions ecosystem.
The new e-commerce platform – Saleor, Sylius, Swell – rush to the niche and they said the first native API by offering a complete library API. Follow historical publications this trend: replacing the old Salesforce Commerce API Open Commerce APIs (OCAPI), supported by Magento 2 GraphQL …
The decoupled model of APIsation company and its data also has tremendous merit to serve in the management of third-party interface during the social network and marketplace represents the greater part of contacts and transactions conducted (up 27% in 2020 according to Fevad).
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