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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.

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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.

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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.

1. Mortgages and interest rates
2. Inflation
3. Stronger wage growth
4. Trump’s tariffs
5. Global supply chains

And then explore 6 key trends that arise from the current economic situation:

1. Cross border commerce
2. Loyalty & referrals
3. Content and top of funnel become more important
4. Technology consolidation
5. Flexible payments
6. 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.