Digital Ecommerce

by Tri Agus Riyadi

2021
What is Digital Commerce
• Digital commerce (D-commerce) is the buying and selling of goods
and services using digital channels such as Internet, mobile networks
and commerce infrastructure.
What is Digital Commerce
Some examples of digital commerce includes :
• the marketing activities that support these transactions, including
people, processes and technologies to execute the offering of
development content,
• analytics, promotion,
• pricing,
• customer acquisition and retention,
• customer experience at all touchpoints throughout
the customer buying journey.
What is Digital Commerce

There was a time when digital commerce meant static storefronts and shopping
carts. Today, digital commerce spans an integrated set of personalized digital
experiences, from customer acquisition through retention, which are often owned
and managed by marketing.

- Gartner Digital Commerce Technologies Primer

Digital Commerce is Important
As the impact of digitalization continues in both
B2B and B2C, we are seeing extreme changes in
customer behaviours and expectations, from
the way they research a product/service,
consider and complete a purchase, or show
loyalty to a brand, to the way they
communicate all of this to their peers.
Digital Commerce is Important
The State Of Commerce Experience, a commissioned report conducted by Forrester
Consulting on behalf of Bloomreach, found that nearly half of buyers (40% of
consumers and 56% of B2B customers) would pay more for a better experience, and
would not buy from the same business again if the experience had been poor.

Nowadays, digital commerce is so much more than a sales channel. For example,
according to the same study, 65% of customers research a product online before they
go to the physical store.
The Importance of Being Consistent
• Creating a consistent customer experience across all touchpoints and
understanding and remembering a customer’s interactions across
those touchpoints remains important for retailers.
• Consider something as basic as the ability, or inability, to save a
customer’s shopping basket across all digital channels and devices,
once a customer has logged in.
• Many retailers still have gaps in their cross-touchpoint experience.
The Importance of Being Consistent
• For instance, consider the problem with not saving recent searches
and additions to shopping carts across devices and channels, even
when a customer is logged on.
• Why wouldn’t a consumer expect to see items he or she placed in a
basket on a mobile device, show up when they sign in on a
smartphone, tablet or mobile app?
• That kind of inconsistency makes it difficult to keep a customer
engaged throughout the entire customer lifecycle — researching,
buying, seeking support — when they are using multiple devices —
which they almost always are.
The Importance of Meeting Expectations
• Keeping up with the surge of mobile and new digital devices being
used by consumers is a challenge in itself.
• Here are some statistics:
• There are 5.1 billion unique mobile users.
• Mobile website stats show that 51% of website traffic comes from
mobile device.
• Mobile transactions soared in Cyber Monday 2020, with 64 percent of
consumers using mobile to purchase products.
The Importance of Meeting Expectations
• Today, the focus for retailers should not only be on the conversation
or enabling sales on a particular device (smartphone, tablet etc.), but
more on the influence their digital assets and presence have on
overall sales (including those that are completed in store).
• In fact, 58% of retail sales will be influenced by digital by 2023.
The Importance of Adapting to Digital
Commerce in B2B
• Traditionally, B2B has been lagging behind more innovative B2C
organizations.
• The Covid-19 global pandemic has been a wakeup call to all
businesses to get their digital commerce strategy in order, amplifying
the importance of customer experience and customer demands for
better online experiences.
• “The event has accelerated B2B eCommerce by at least two years,”
says Brian Beck, Managing Partner at Enceiba, within a podcast
episode on B2B commerce.
The Importance of Adapting to Digital
Commerce in B2B
• That’s why it’s wise for B2B enterprises to look at the lessons learned
by the leaders in the B2C space.
• Adopting such B2C practices will no doubt play a key role in shifting
the mindset of B2B organizations.
• Shifting to consumer-friendly B2B sites could put a huge strain on IT
departments, which need to start supporting new operating models
and integrating new technologies into existing production and supply
systems.
• And, as if to underscore that analysis, Gartner acknowledges that 70
percent of survey participants say that their organizations cannot
keep up with the pace of change in digital commerce.
• Digital commerce professionals need to create meaningful
engagement with consumers in every channel.

Developing and serving the right content for the right place and time
increases brand awareness and creates a consistent customer
experience across channels.

It also maximizes the customer understanding that can be gathered

from cross-channel analytics.
• Personalization is the process that creates a relevant, individualized
interaction to optimize the experience of the user.
• Personalization needs to be built into the core of the experience and
impact every point of interaction.
• Site search, browsing data, product recommendations, landing pages,
and all other interaction points should work cohesively to build a
complete picture of each visitor across their journey.
• Legacy, inflexible commerce and content solutions are holding enterprises back
from building unique experiences and growing fast.
• API-based commerce (aka headless commerce) circumvents these problems by
using the API as the core to interface with separate business systems.
• A lightweight API controls the transmission of data between systems – content,
products, customer information, financials, and other systems reside in separate
systems, free from any code that limits frontend development.
• Retailers can enjoy the advantages of true omnichannel design by developing
custom layouts in much less time it takes to scale a coupled system to accomplish
the same feat.
• It enables to deliver relevant, contextual, and consistent product and content
experiences to your customer across all the sites, apps, and other touchpoints
they interact with.
• AI is growing exponentially, with spending on Artificial Intelligence in
eCommerce set to reach $7.3 billion per year by 2022.
• AI applies advanced analysis and logic-based techniques, including
machine learning, to interpret events, support and automate
decisions, and to take actions
• Some examples of AI in eCommerce range from site search
optimization, product recommendations to shopping journey
personalization.
• We’ve learned a great deal since the term “big data” became a hot
topic a decade ago. Today there are practices and technologies that
ensure good service while protecting everyone’s privacy.
• To truly enrich the customer experience will require marketers to step
back, look at the different types of data they have. Then they should
determine the data and technologies that provide customers with the
kind of experiences they expect going forward.
• People don’t just expect convenience or better prices any more –
that’s become a given. Now, they want options that take into account
their tastes and preferences.
• This means vendors and service providers will need to start using
customer data and analytics to fine-tune their services and compete
in a fast-paced industry.
• A marketplace that can aggregate various suppliers into logical
bundles of services and products, which are then delivered to
customers / users based on a detailed analysis and understanding of
their preferences and priorities, would become an intelligent
marketplace delivering additional value to both merchants and users.
Terima kasih

2021