The changing shape of the ecommerce landscape
- Performance Content
Quill founder Ed Bussey, now Chief Solutions Officer at Jellyfish, was recently featured in The Independent, in a Business Reporter interview in which he shared his views on the future of retail. As Ed, and Jellyfish’s Matt Wurst, explain, the retail world is undergoing a significant transformation, with search engines, marketplaces and social networks now entering the fray and offering compelling shopping alternatives to traditional ecommerce sites.
This poses a range of fresh challenges to brands, forcing them to adapt quickly if they are to remain discoverable, competitive and relevant. On the flip side, it also offers them the ability to quickly tap into the ready-made audiences that these platforms have paid to acquire. So, for instance, if a retailer wants to reach luxury shoppers in Japan, they may do well to focus on developing and optimising their presence on Farfetch’s Japanese site, whereas Sephora would be a more appropriate destination if targeting French beauty shoppers.
In an increasingly fragmented ecommerce landscape, retailers may have less control of their consumer interactions, so content is the key to success. In many cases, a brand’s content has become its best – indeed often its only – means of connecting with new or existing customers, wherever they are. In order to guide and direct consumer behaviour, brands need to optimise their content to reflect consumer expectations across all of these platforms, while simultaneously ensuring that their content performs well against each platform’s unique algorithms.
The problem lies in overcoming the operational challenges associated with these tasks. The logistical demands involved in creating up to date, high quality ecommerce content to attract, engage and encourage users to buy – even on an ordinary ecommerce site – are substantial. Effective product descriptions that convert browsers into buyers, search-optimised category content to generate traffic, and guides to build reputational sway and boost sales are all pivotal to ecommerce success. Add content for platforms and international sites into the mix, and it’s a Herculean task – well beyond the reach of in-house teams or traditional agencies.
Fortunately – as Ed goes on to explain in the interview – these challenges can be overcome by combining productivity-enhancing technology with a global network of talented content creators – which makes it possible to produce high-quality content at the exponential speed and scale required for modern ecommerce.
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