The Content-Led Strategy Online Retailers Are Turning To In 2020

Man in a suit has an invisible head. He is wearing a suit and raises his arm.
SHARE
THIS



In this opinion piece, BigCommerce director of Product Management Jordan Sim explains why headless commerce is the way forward for online retailers.

Australian online retailers are at a crossroads and for many, 2020 is likely to be make-or-break. While the new decade brings with it an abundance of opportunity for brands and businesses in terms of audience and growth, they’ve also never faced higher levels of competition in the retail space.

The simple fact is that consumers can afford to be choosy about where they focus their attention (and their dollars). Just last year, local retailers saw a cart abandonment rate of 64 per cent on Black Friday. In order to convert shoppers and grow their business, Australian retailers are realising they need a point of difference to help them to meet and exceed the shopper expectations.

Increasingly, headless commerce has become the unseen strategy that businesses are turning to. It’s the content-led approach helping businesses attract organic traffic and create a frictionless digital journey – and it’s becoming a crucial element for success.

Let’s break it down

In layman’s terms, headless commerce refers to the act of decoupling the engagement layer (the front end) and the commerce layer (the back end) of a website. It’s a simple concept that can have huge benefits for retailers as brands are able to build powerful, personalised and engaging commerce experiences for their customers, while also prioritising a strong operational ecommerce experience on the backend.

While Aussie brands have recognised the value of maintaining an online presence, simply having a website isn’t enough to cut through the clutter – especially in 2020. Brands need to have the best of both worlds; a website with content and experience at its core, as well as robust commerce capabilities to ensure consumers can easily and safely transact.

By embracing headless commerce, local retailers no longer need to compromise content for commerce, and vice versa. Instead, brands can feel empowered to customise their store any way they want as well as focus on creating a world-class experience for their customers, while simultaneously covering priorities like security, inventory management, order fulfilment and points of sale on the commerce side.

Is headless right for all brands?

While it gives brands the ability to deliver a truly, customer-focused experience, headless is a technology that’s not necessarily the right solution for every brand.

Primarily, headless allows brands to engage customers — delivering them unparalleled content and user experiences while still effectively prioritising ecommerce essentials. Furthermore, with headless, retailers have the agility to move across a content-management-system (CMS) like WordPress with the security of an ecommerce platform, ultimately enabling the support of long-term growth.

For brands that don’t have these needs, a headless commerce strategy won’t be the right fit. Instead, retailers with a lesser focus on content and personalisation might find an all-in-one ecommerce solution is a better choice. In the same way, brands that have not yet embraced selling through different channels (including mobile devices, voice assistants, chatbots, and social selling) and have no plans to do so in the future, will find headless commerce less relevant to their ecommerce strategies.

Ultimately, the end goal is to focus on the needs of the business and the retailer’s long-term ecommerce vision, but the path to get there may vary. While headless is a worthwhile investment for many retailers, remember that is still possible for Aussie retailers to create a great front-end experience without a headless architecture.

The evolution of technology in ecommerce

A key benefit of technology in ecommerce is the ability to evolve quickly to meet the growing expectations of consumers. Given that we’re living in a world with more avenues to shop than just bricks & mortar and online retailing, headless commerce provides retailers with more opportunities than ever to connect with a global audience.

Headless commerce has made it easier for brands to be more consistent across multiple stores and platforms, allowing brands to grow into new channels and geographies more quickly and effectively. The openness of headless commerce frees up time and energy, as well as empowers brands to be more agile and scale quicker than their competitors.

It’s clear that for retailers wanting to focus on content, headless commerce is where the future of ecommerce is moving. By pairing both content and commerce, Aussie brands that invest in headless commerce will be the ones that become more nimble with customisation for consumers as well as helping to scale growth — leading to increased ecommerce innovation and revenue.

Please login with linkedin to comment

ecommerce

Latest News

WPP’s Wavemaker Snares Audible’s $700 Million Media In Global Win
  • Media

WPP’s Wavemaker Snares Audible’s $700 Million Media In Global Win

Audible, a leading creator and provider of premium audio storytelling, today announced that Wavemaker will be its new agency of record  for paid media worldwide, effective May 25th, 2022. Audible reportedly spends about $US500 million annually on advertising and a reported $A50 million here in Australia. Audible, an Amazon company, is headquartered in Newark, New […]

Bohemia Australia Nabs Paul Hutchison From Wavemaker UK For CEO Role
  • Media

Bohemia Australia Nabs Paul Hutchison From Wavemaker UK For CEO Role

Paul Hutchison (lead image) will become CEO of Bohemia Australia, after four years as CEO of Wavemaker UK. Hutchison’s appointment comes after a global search to replace Bohemia founder and CEO, Brett Dawson, who announced his plans in March to take on a broader remit within the AUNZ Group. Hutch, as he is known, will […]

Ogilvy Unveils NSW Government’s Latest COVID PSA “Little Things”
  • Campaigns

Ogilvy Unveils NSW Government’s Latest COVID PSA “Little Things”

Ogilvy’s latest campaign for the NSW Government, “Little Things”, dramatises the idea of the little things that everyone should be doing to make a big difference to COVID safe life this winter. The OLV, social, radio, digital and OOH campaign was brought to life by creating miniature worlds, where COVID safety objects became the hero […]

Reconciliation Australia Launches National Reconciliation Week Campaign Via Carbon Creative
  • Campaigns

Reconciliation Australia Launches National Reconciliation Week Campaign Via Carbon Creative

Reconciliation Australia and Carbon Creative will launch National Reconciliation Week 2022 tomorrow, Friday, 27 May (running through to 3 June) with the theme ‘Be brave. Make change.’ The theme and campaign, developed by social change creative agency Carbon Creative in collaboration with emerging Torres Strait Visual Artist Tori-Jay Mordey, challenges all Australians—individuals, families, communities, organisations, […]

Pearman Media Appoints Tara Lamond As Group Business Director
  • Media

Pearman Media Appoints Tara Lamond As Group Business Director

Pearman Media has announced the appointment of Tara Lamond as group business director. “With experience on both the media and agency sides, including a stint in London, Tara brings a wealth of advertising and media expertise to this role, and we are thrilled to welcome her on board,” said Pearman Media founder and managing director, […]

Beyond the Rainbow: How Brands Can Better Connect with LGBTQIA+ Consumers All Year Round
  • Opinion

Beyond the Rainbow: How Brands Can Better Connect with LGBTQIA+ Consumers All Year Round

In this guest post, Jonathan Munschi (pictured below), head of sales for Twitter Australia, says initiatives such as Mardi Gras and Pride month give brands the ideal platform to connect with the LGBTQIA+, but, Munschi asks, why ignore the rest of the year? It’s time for brands to rethink their approach to LGBTQIA+ inclusive marketing. […]

Opinion

by B&T Magazine

B&T Magazine
Today Is National Sorry Day
  • Media

Today Is National Sorry Day

B&T would like to take time out from the usual programming to acknowledge National Sorry Day today.

‘The Sims 4’ Now Lets You Use Your Own Pronouns For Your Characters
  • Technology

‘The Sims 4’ Now Lets You Use Your Own Pronouns For Your Characters

The latest entry in EA and Maxis’ life simulation series, The Sims 4, has released a new update which allows players to customise their character’s pronouns. This new feature is available only in the English version of the game for the time being, with the developers saying that they will soon release it for other […]

Former Havas Head Of CX Michaela Aguilar Joins Martech Firm Acoustic
  • Technology

Former Havas Head Of CX Michaela Aguilar Joins Martech Firm Acoustic

Acoustic, a marketing cloud, digital experience and lifecycle pricing and promotion technology solution provider, announced today that Michaela Aguilar has joined the team as head of business partnership ecosystem. In her new role, Aguilar will be responsible for business development and expansion, working with partners and the Acoustic team to create new revenue opportunities in […]

Bastion Asia Solidifies Its Strategic Partnership With Adventi, Shanghai
  • Marketing

Bastion Asia Solidifies Its Strategic Partnership With Adventi, Shanghai

Asian marketing communications agency Bastion Asia has announced a strategic partnership with one of Shanghai’s leading PR agencies, Adventi, to drive greater digital and marketing innovation for Australian brands seeking to engage with Chinese audiences. Adventi, a marketing and communications agency specialising in luxury brands, is known for bringing some of Europe’s biggest luxury brands […]

Engine Creative Brings Innovation To The Lost Person Poster Using Modern Day Technology
  • Campaigns
  • Technology

Engine Creative Brings Innovation To The Lost Person Poster Using Modern Day Technology

Engine Creative has reinvented the missing person poster – re-thinking the standard design and introducing a high-impact live portrait – for UK charity Missing People to coincide with International Missing Children’s Day. The striking, high-tech digital posters show a ‘live’ image of the missing person appearing to move their eyes, smile and make facial expressions. […]

LinkedIn Puts The Spotlight On Indigenous Australians In The Workplace With New Campaign By Campfire X For Reconciliation Week
  • Campaigns

LinkedIn Puts The Spotlight On Indigenous Australians In The Workplace With New Campaign By Campfire X For Reconciliation Week

LinkedIn, the world’s largest professional network, has today launched the latest iteration of its #ConversationsForChange initiative with a new content series in partnership with Indigenous-led creative consultancy, Campfire X. The three-part series, titled ‘Change Starts With’, aims to highlight the often subtle, everyday moments that can impact Indigenous Australians in the workplace. The campaign encourages […]

Metarise Create Innovation With Australia’s First-Ever Web3 Incubator
  • Technology

Metarise Create Innovation With Australia’s First-Ever Web3 Incubator

Collective Campus, Australian innovation consultancy and start-up accelerator, is spinning off Metarise – a web3 venture fund and tokenized start-up accelerator focused on bringing web3 projects to life across Asia-Pacific. Having run numerous web2 accelerators in partnership with brands such as Microsoft, Village Roadshow, Charter Hall, and Mills Oakley, Metarise’s ANZ Launchpad will be run […]

TikTok Unveils A Whole New Field Of Marketing Opportunities Through #TikTokMadeMeBuyIt
  • Campaigns
  • Technology

TikTok Unveils A Whole New Field Of Marketing Opportunities Through #TikTokMadeMeBuyIt

The popular video sharing platform TikTok is showing agencies its unique potential as a place to share their products with its latest #TikTokMadeMeBuyIt campaign, which is becoming increasingly appealing with audiences and users. During the pandemic, TikTok became one of the breakout social media outlets, rapidly rising in account numbers as people all across the […]