2018 is expected to be the year that most e-commerce brands will move away from monolithic e-commerce solutions and integrate technologies from numerous vendors. This will be to deliver a digital customer experience. Complete digital commerce functionality demands retailers to adopt a “best of breed” approach to customer experience technologies. They have to embrace a sophisticated system that allows them to leverage any content management system, any legacy system, any third-party application and any touch point.
Full Stack e-commerce solutions that combine content presentation capabilities with carts, catalogs and commerce have proven ineffective. This is mainly due to the following three reasons:
1) Limitation of customer experiences by full stack solutions
A full stack solution is the way to go if you just want to present your catalog online. However, if history is anything to go by, companies that fail to stand out end up failing. Traditional “add to cart” and “product review” functionality fail to deliver if a brand seeks to elevate new business models, create new customer experiences and disrupt the industry. Innovative thinking and technologies that bring this thought to life are required.
Traditional monolith struggles to enable brands to react to new customer demands, customize customer experiences and create new services.
2) The need for e-commerce websites to go beyond availing catalog online
Digital transformation transcends taking your catalog online. It involves re-designing customer experiences and using technologies to express consistent services and offerings across all touch points. To reach a digital-centric customer, customer experiences combine best of breed marketing, commerce, content, industrial automation and consumer technologies. Since monolithic platforms are unable to connect easily with customers beyond traditional browser-based front-end, brands are in favor of e-commerce solutions that can adapt to any touch point.
3) Inability of monolithic e-commerce solutions to respond to new customer touch points
Monolithic platforms cannot support new geographies with all the regulatory and pricing implications or to monetize new touch points rapidly. With the evolving technological landscape especially as we enter the era of the internet of things, brands will have to work with numerous new customer touch points that require custom development and integration. Monolithic e-commerce solutions will not be able to interact with these completely new touch points. As such, brands will have to adopt a best of breed approach moving forward.
— E-Commerce AtoZ (@AtoZ_Ecommerce) 15 de enero de 2018
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