We'll ggain knowledge about ecommerce trends causing a Russian nesting doll effect on the industry, discover real-world brands to reference solving for the source of the issue – and getting it right and finally learn how to add similar tactics to your own strategy – right now.

1. 6 ECOMMERCE TRENDS ALTERING THE ECOMMERCE
LANDSCAPE
And changing which strategies work, why and for how long...
PRESENTED BY: Topher DeRosia

2. ABOUT THE SPEAKER
ECOMMERCE TRENDS
Topher DeRosia, WordPress Developer
Evangelist at BigCommerce
I’ve been a web developer since 1995
and a full time WordPress developer
since 2010.
I’ve been working to bring better
ecommerce to WordPress since 2015.
@topher1kenobe
topher@bigcomerce.com

3. Gain knowledge
about ecommerce
trends causing a
Russian nesting doll
effect on the industry.
3 KEY TAKEAWAYS
ECOMMERCE TRENDS
1
Discover real-world
brands to reference
solving for the source
of the issue – and
getting it right.
2
Learn how to add
similar tactics to your
own strategy – right
now.
3

4. How Consumers Shop in 2019

5. Consumers shop more omnichannel than ever before

7. How Consumers Shop Across Channels
Why Consumers Buy on Branded Sites
• Brand Reputation
• Loyalty & Rewards Programs
Why Consumers Shop In-Store
• Ability to try on a product
• Convenience
• Speed

8. Payment options matter.

9. The issue of data.

10. What does all of this mean for retailers in
2019?

11. 1. Paid Media Will Need Experts
2. Content & Commerce Take Precedence
3. Headless Commerce Becomes Mainstream
4. Experiences Will Bleed Over to Offline, In-Store Shopping Interactions
5. AI will make it all possible
6. The retail workforce will change
ii2019 Ecommerce Trendsii

12. “The high cost of paid media (Google, Facebook, Amazon, etc.) and the difficulty in securing return on
ad spend will make paid media teams ever-more important for ecommerce brands – and ever-more
elusive and expensive to boot. Gone are the days where you could expect to hit $1,000,000 in
revenue based on your own paid media education.”
iiPaid Media Needs Expertsii

13. “Due to the high cost of paid media and paid media teams as well as consumers’ devouring of more
top-of-funnel content, content and commerce will continue to be a money-maker for brands who invest
appropriately. SEO is a big part of this effort, as is content distribution and network.”
iiContent & Commerce Take Precedenceii

14. “The best content & commerce experiences will remove barriers (read: clicks) to checkout. They will
also create the best, most memorable customer experiences possibly on the web (and off, but more
on that in a bit). To accomplish both of those tasks, folks will lean more heavily on headless
commerce using WordPress, Drupal or other CMS systems as their presentation layer of choice.”
iiHeadless Commerce Becomes Mainstreamii

15. “As online experiences become more and more seamless, brands will look to build moats around
themselves with high-quality and high-interactivity offline experiences. These could be in the form
of hotels (like Shinola’s hotel), events (like Sweetgreen’s events) or through malls (like
Neighborhood Goods).”
iiExperiences Bleed Over to Offlineii

16. “To do all of this, brands need to maintain headcount and margins –– which means tasks that are
manual right now by current employees will need to be offloaded to A.I. where efficiency and
personalization can be managed, and then executed by the human to deliver best-in-class
experiences across all channels.”
iiAI Makes It All Possibleii

17. “To account for all of the offline experience needs, expect an increase in hiring from older generations
who once built the meccas of retail experiences in their heyday. Millennials, by and large, don’t have the
offline experience needed to execute these experiences at scale. Instead, millennials will continue to
dominate online ecommerce and digital marketing channels, leveraging what is for the first time ever 4
generations of humans in the workforce at the same time to fulfill what are now seeming to be
generationally acquired skills.”
iiThe Retail Workforce Changesii

18. What’s Happening to Ecommerce
Technology?

19. ● Single vendor
● Custom built black box
● Ex: IBM, Oracle, SAP
Hybris
● Core vendor plus partners
and integrations
● Ex. BigCommerce,
Magento, SFCC, Kibo
● Multiple vendors
● Best of breed solutions
● Focus on UX/CX
● Ex. Adobe-Magento,
Sitecore-Insite, BigCommerce-WP,
BigCommerce-?
A history of ecommerce platforms
Merchants seek a scalable commerce solution to optimize both front-end and back-end experiences.

20. THE OPPORTUNITY
BC4WP & CAAS
CONTENT-DRIVEN EXPERIENCE-DRIVEN MULTI / INTERNATIONAL

21. Who is Doing This Already?

22. Use Case: Content Driven Brands
Don’t let commerce get in the way of your content.

23. Use Case: Experience-Driven, Branded, B2C and B2B
What experiences can you develop when developer spend isn’t just for keeping your site live?

24. Use Case: Scalability-Focused
Don’t let your backend processes impact your frontend experiences.

25. 1. CMS to become the new homepage of ecommerce. Invest now.
2. APIs to enable best-in-class UX across all channels and tools. Look for and
build on microservice architecture / API-driven technologies now.
3. Begin to flex the offline muscle – building complementary physical
experiences to your online channels. You may need to hire for different skill
sets to accomplish this effectively.
RECAP
ECOMMERCE TRENDS

26. Thank You
@topher1kenobe
topher@bigcommerce.com