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The commerce space is vast and evolving fast. Digital smarts hold the keys to the kingdom. Brands need to evaluate, then re-evaluate how they optimize the value of their digital inventory, strategies and tactics. Mia Rodriguez (senior vice president, head of ecommerce, Kinesso Commerce) lays out a three-step framework for going up through the ecommerce gears.
The full commerce ecosystem is huge – so many routes to market, so many channels to engage customers, so many levers to impact performance and drive brand equity. And when it comes to developing their digital offer, every brand is in a different place, with different operational dynamics.
But successful navigation of this space is as vital as it is complex. In the US alone, ecommerce sales are predicted to exceed $1.7tn and touch 81% of the population by 2028 . At Kinesso Commerce we spend a lot of time helping brands develop powerful strategies to optimize their offers. We often adopt a three-stage developmental program to structure brands' progress to digital maturity based on the premise that before you can run, you must first learn how to crawl, then walk.
At this stage brands are looking to drive traffic to their commerce sites. They've done the basics, they're in pretty good shape organically, and they're starting to use demand-side platforms (DSPs) for paid media, as well as pursuing new merchandising activities.
But this is often where we see brands start to plateau. They need to look under the hood of their commerce operations and identify what's causing them to stall. Once again, data is your best friend. Re-audit your site pages, your PDPs, your brand stores, and your copy. Are there clues to products or pages that are converting with customers?
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