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Smart tech investments to improve your ecommerce experience

Smart tech investments to improve your ecommerce experience

4 min read

Digital TechnologyMarketing


Sponsored by BigCommerce

As an ecommerce business, your tech stack is the foundation for your online store — and therefore has the potential to make or break your business. But with the right tech stack, your business will have the solution it needs to make your brand stand out from the competition and create shopping experiences that build steadfast brand loyalty.

“In times of uncertainty and change, enterprises must make smart technology investments that are agile, functional and flexible. They need to invest in modern technology that enables, not hinders, delivering cutting-edge shopping experiences. Without a flexible commerce solution, it’s next to impossible to drive growth, especially during economic downturns,” said Meghan Stabler, Senior Vice President Product Marketing at BigCommerce.

In this blog, we’ll explore a few of the key components that make up a modern ecommerce tech stack.

Invest in the right ecommerce platform

One of the most important elements of a strong tech stack is your ecommerce platform. While legacy technologies and monolith ecommerce platforms have been the go-to structure for many businesses over the years, today’s enterprises need to invest in platforms that enable them to move quickly, innovate without limits and deliver a better customer experience overall.

Ted Schadler, VP, Principal Analyst at Forrester, echoes this sentiment in a recent article: “Modern software platforms lend modularity, composability, interconnectedness, extensibility, transparent standards, and trust to your tech stack.”

Beyond simply making your website look good, your ecommerce platform should equip you with the capabilities to optimize every channel for growth. BigCommerce, for example, provides a number of advantages, such as:

  • An API-first architecture for customization and an array of headless integrations.
  • Multi-Storefront capabilities to expand your global reach.
  • Ability to sell both B2C and B2B on one platform. 
  • Pre-built integrations with leading data solutions, back-office systems and more.
  • A team of professional services to help your business excel.

Sell more everywhere with product feed management

If you’re a successful ecommerce business, chances are you’re investing in omnichannel commerce. With the emergence of digital marketplaces, social commerce platforms, and ads platforms, there have never been more sales channels for merchants to leverage.

However, listing and managing products across numerous channels can quickly become cumbersome — which is why a product feed management tool is another key component of a strong ecommerce tech stack. 

“Optimizing data feed across all social and marketplace channels is crucial for businesses, especially those in the digital commerce space. It requires an optimized and structured data feed mapped and aligned with how users search for specific products on various marketing channels,” said Sharon Gee, Senior Vice President of Sales and Partnerships at Feedonomics.

Product feed management solutions, like Feedonomics, help sellers by not only automating product listings and order management, but also optimize your product catalog data to improve search relevance and conversion. Even better, the return on investment from an operational standpoint can save countless hours of labor that can be reinvested into growth activities. 

Gather customers insights with data solutions

With shoppers’ ever-increasing touchpoints, both online and offline, retailers must be able to make sense of valuable shopper data and turn it into actionable insights. That means another key element to a strong tech stack is data and analytics solutions

For example, you can bring together data from various sources, such as your ecommerce platform, social media channels and marketing automation software, into a data warehouse, like Google BigQuery, and then connect it to business intelligence tools, like Google Data Studio.  

This unified view enables you to identify your best-selling products, maximize your highest performing sales channels, create personalized shopping experiences for your customers, and optimize your operations to be more efficient.

The final word

As enterprises look to improve their ecommerce digital experiences and adapt to evolving customer expectations, having the right tech stack is key. 

While there are a number of elements to consider, a modern ecommerce platform, a tool to automate product feed management and the right combination of data solutions are essential — and will set you up for success now and into the future. 

Learn how BigCommerce helps enterprise retailers create cutting-edge online shopping experiences