Commerce

Talk Commerce - elena- leonova

Power of Sophisticated Commerce: Insights from Spryker’s SVP of Product with Elena Leonova

In this episode of Talk Commerce, Brent Peterson sat down with Elena Leonova, the Senior Vice President of Product at Spryker, to explore the world of complex ecommerce solutions and the art of effective product management.

“Ultimately, what they want to do is they want to run digital commerce, how they’ve been running their commerce practice in general. And that also means that in most of the cases, the available solutions that fit everybody don’t work for them.”

  • Elena Leonova

Navigating the Complexities of Sophisticated Commerce

Elena shared her insights on how Spryker, a digital commerce platform, caters to the needs of large enterprises with intricate business models and processes. She highlighted examples of Spryker’s customers, including those selling to dealers, powering small grocery shops, and managing supply chain complexities for industrial-grade printers.

“We built our platform to specifically be extensible in all those places to solve for those complexities.”

  • Elena Leonova

The Evolution of Product Management Across Platforms

Brent and Elena discussed how Elena’s product management experience evolved as she transitioned from Magento, an open-source platform, to BigCommerce, a multi-tenant SaaS solution, and now to Spryker. They explored the challenges and opportunities that arose in each environment, from managing an ecosystem of partners to navigating the data-rich world of SaaS platforms.

“The role of the product manager is to make sure that we as software company make the right decisions. Ultimately, we’re building a product or a platform that is going to last for many, many years.”

  • Elena Leonova

Mentoring the Next Generation of Product Managers

Elena’s passion for product management extends beyond her work at Spryker. She shared her insights on the importance of understanding the nuances of platform products and the need to balance customer-centric thinking with commercial viability.

“Besides just kind of what we just talked about, the platform products, a lot of people also don’t realize that product management is not about just building the product that customers love. You build products that you ultimately need to sell to customers.”

  • Elena Leonova

As the podcast drew to a close, Elena invited listeners to connect with her to discuss platform products and explore product management mentorship opportunities.

Brent’s Takeaway: Elena’s deep dive into the complexities of sophisticated commerce and her insights on the evolving role of product management were incredibly valuable. Her commitment to mentoring the next generation of product leaders is truly admirable and showcases her dedication to advancing the industry.

WordPress Tags: ecommerce, product management, platform products, Spryker, Magento, BigCommerce, sophisticated commerce, enterprise commerce, mentorship

https://youtu.be/pG9AQ2rIv_0

Key Takeaways:

  • The complexities of sophisticated commerce and how Spryker addresses them
  • The challenges and opportunities of product management in open-source, SaaS, and platform environments
  • The importance of balancing customer-centric thinking with commercial viability in product management
  • Elena’s commitment to mentoring and sharing her knowledge with aspiring product managers

Don’t miss this insightful conversation packed with valuable lessons for anyone interested in the world of ecommerce, product management, and platform-based solutions. Watch now and unlock the power of sophisticated commerce!

Revolutionizing Retail: Endear’s Casey Drake on the Power of SalesChat and Clienteling

In this special partner episode of Talk Commerce, we’re thrilled to have Casey Drake, the VP of Sales at Endear, join us for an insightful discussion on the future of retail CRM and clienteling. Sponsored by Content Basis and Endear, this episode contains valuable tips and strategies to help you supercharge your online sales and build stronger customer relationships.

The Game-Changing Power of SalesChat

One of the key topics Casey dives into is Endear’s revolutionary SalesChat feature, which transforms how brands connect with customers online. As Casey explains:

“SalesChat is a live chat widget on your website. It’s Endear’s what we’re calling our live chat feature is SalesChat. And we put that word sales on it for a reason because it’s meant to be and separate itself from a traditional support chat widget that people might be used to putting on their website.”

By empowering store associates to engage with customers through SalesChat, brands can create personalized shopping experiences that drive conversions and foster long-term loyalty.

Bridging the Gap Between In-Store and Online Sales

Another crucial point Casey raises is the importance of breaking down the walls between retail teams and e-commerce teams. Too often, these teams view each other as competitors rather than allies. However, as Casey points out:

“I think the only way you get that wall broken down is with like, we need to have a conversation about attribution and how store associates can get attribution for online sales. It doesn’t need to be every online sale, but give them a way to do that.”

By providing store associates with the tools and incentives to contribute to online sales, brands can create a more cohesive and effective retail strategy.

Talk Commerce – Casey Drake

The Importance of Hiring and Empowering the Right People

Throughout the episode, Casey emphasizes people’s critical role in the success of any retail strategy. As he wisely states:

“I think so many brands need to like really take their hiring process seriously and then treat the good ones that they do get, treat them well and put them in the positions to succeed. Cause that like none of this works if you don’t have good people.”

Brands that want to deliver exceptional in-store and online customer experiences must invest in talented, trustworthy store associates.

Embracing the Future of Retail

As the retail landscape continues to evolve, brands must adapt and innovate to stay ahead of the curve. By leveraging cutting-edge tools like Endear’s SalesChat and prioritizing clienteling, brands can unlock new opportunities for growth and success.

So, if you’re ready to take your retail strategy to the next level, be sure to tune in to this value-packed episode of Talk Commerce featuring Casey Drake. Trust me, you won’t want to miss the incredible insights and actionable tips shared throughout this conversation.

Revolutionizing Resale: Wilson Griffin on Recurate’s Sustainable Fashion Mission

In this episode of Talk Commerce, I had the pleasure of sitting down with Wilson Griffin, CEO and founder of Recurate. Wilson shared his insights on the resale market, sustainable fashion, and how Recurate empowers brands to embrace circularity.

The Environmental Impact of Fashion

Wilson highlighted the massive environmental footprint of the apparel supply chain, particularly in the fashion industry. He emphasized the duty of brands and enablers like Recurate to optimize manufactured product use.

“The apparel supply chain fashion in particular, but this is true of other industries as well, is it has a massive, massive environmental footprint. Just the amount of raw materials and resources that go into manufacturing the products that we buy.”

We can significantly reduce the industry’s environmental impact by extending product life cycles and reducing dependence on manufacturing new items.

Bringing Brands into the Resale Economy

Historically, brands have been excluded from the resale economy, with platforms like eBay and Poshmark facilitating secondhand sales without brand involvement. Recurate aims to change that by helping brands manage their own resale programs.

“What we’ve set out to do is help those brands to participate in this. So all of a sudden brands are incentivized to make higher quality goods that will last longer because they’re actually going to benefit from the second, third and fourth sales.”

By connecting brands with the resale market, Recurate enables them to benefit from multiple product life cycles, incentivizing the production of higher quality, longer-lasting goods.

Resale OS 2.0: Streamlining the Resale Process

Wilson introduced Recurate’s latest offering, Resale OS 2.0, which provides modular solutions for brands to integrate resale into their existing e-commerce ecosystem. With features like seller influencer closets and the ability to quickly launch resale programs, Recurate is making it easier than ever for brands to embrace circularity.

“The way that we, uh, work with brands is we’ve we fully integrate into their sort of e-commerce ecosystem tech stack. Uh, what that means is that we have access to a lot of that brand’s information as far as, you know, customer purchase history, the brand’s catalog.”

This integration allows brands to leverage customer data and product information to optimize their resale offerings and meet customer demand.

The Future of Sustainable Fashion

As we move into 2024 and beyond, Wilson sees a significant opportunity for brands to invest in sustainable practices and embrace the resale market. By offering secondhand products alongside new items, brands can grow their revenue without increasing their environmental footprint.

“There really is no incremental water usage or greenhouse gas emissions to sell a product a second time. All of that environmental impact went into the first sale of that product.”

https://youtu.be/UKrY7PvlzH0

Brands prioritizing sustainability, transparency, and innovation in their supply chains will be well-positioned to thrive in the growing resale economy.

As a fervent advocate for sustainability, I believe that the work Recurate does is crucial in transforming the fashion industry. By empowering brands to embrace resale and circularity, we can significantly reduce the environmental impact of the apparel supply chain while still meeting consumer demand.

I encourage listeners to check out Recurate’s website and reach out if you’re a brand interested in launching a resale program. As consumers, we can also support brands that offer resale options and prioritize sustainability.

To hear more of Wilson’s insights and the full conversation, be sure to listen to the complete Talk Commerce podcast episode. Let’s work together to revolutionize the fashion industry and create a more sustainable future.

Navigating the E-Commerce Evolution: A Deep Dive with Ben Riggle

As the Talk Commerce podcast host, I’ve had the privilege of engaging with some of the most insightful minds in the e-commerce industry. In a recent episode, I sat down with Ben Riggle, the Managing Director for Channable, to discuss the dynamic world of online marketplaces and the strategies businesses can employ to thrive in this competitive space. In this blog post, I’ll share the key insights and lessons from our conversation, offering a comprehensive guide to expanding your online presence and optimizing your e-commerce strategy.

The Imperative of Diversification in E-Commerce

Ben Riggle opened our discussion with a critical look at the North American market, where Amazon has long been the dominant force. However, he stressed the importance of not putting all your eggs in one basket. Diversifying sales channels is not just a strategy; it’s a necessity for survival and growth in the current e-commerce climate. With Channable’s feed management platform, businesses can scale their presence not only in the US but globally, tapping into a multitude of marketplaces that offer unique growth opportunities.

Overcoming Marketplace Challenges

One of the most pressing challenges for sellers is managing product listings and campaigns across various marketplaces. This is particularly true in categories like fashion and jewelry, where the complexity of variants and platform-specific requirements can be overwhelming. Ben emphasized the need for a strategic marketplace match, ensuring that your brand and product category align with the platform’s audience and advertising opportunities.

The Rise of Retail Media and Platform Competition

The concept of retail media is reshaping the e-commerce landscape, with platforms like Amazon, Walmart, and even TikTok Shops vying for sellers’ attention. Ben highlighted the importance of considering factors such as distribution relationships, category competitiveness, and profitability when choosing which channels to prioritize. It’s a delicate balance between seizing advertising opportunities and maintaining a profitable distribution model.

Leveraging Insights and Automation with Channable

Channable is revolutionizing the way businesses approach marketplace selling with its insights tools. These tools help clients monitor and optimize product performance, providing scoring for listings and utilizing AI to automate categorization. This level of analysis and automation empowers businesses to make data-driven decisions about where to list and sell their products, maximizing their online potential.

Streamlining Advertising Campaigns

When it comes to advertising, managing both organic and paid campaigns can be a daunting task. Ben discussed how Channable simplifies this process, offering an end-to-end solution that streamlines campaign management. By reducing the time spent on manual tasks and enhancing control over advertising spend, businesses can more effectively optimize their campaigns for better results.

The Global E-Commerce Opportunity

Our conversation also touched on the push for North American clients to expand internationally, particularly into Canada and Mexico. Ben underscored the potential for businesses to tap into new markets, highlighting the advantages of trade agreements and the need to navigate compliance and paperwork challenges. Cross-border expansion is not just an option; it’s a gateway to the vast potential of the global e-commerce market.

Social Media’s Role in E-Commerce Expansion

Ben Riggle shared his insights on the evolving role of social media in e-commerce. Platforms like TikTok, Facebook, Instagram, and Pinterest are not only driving traffic but also generating significant revenue for businesses. He also pointed to the potential resurgence of Twitter and the impact of data and AI in shaping the future of online selling. For B2B businesses, social media presents an untapped avenue for distribution and marketing, one that is ripe for exploration.

Supporting Causes Through Collaboration

Lastly, Ben took a moment to highlight a cause close to his heart. He spoke about Knockaround sunglasses and their collaboration with the Trevor Project, an initiative supporting young men grappling with issues related to sexuality. This partnership exemplifies how businesses can leverage their platform for social good, aligning their brand with meaningful causes.

Conclusion

The e-commerce landscape is in a constant state of flux, with new challenges and opportunities emerging at every turn. My conversation with Ben Riggle provided a wealth of insights into how businesses can navigate this complex environment. By diversifying sales channels, optimizing listings, embracing retail media, and considering global expansion, companies can position themselves for success in the ever-evolving world of online marketplaces. Whether you’re a seasoned e-commerce veteran or just starting, the strategies discussed in this episode of Talk Commerce are invaluable for anyone looking to make their mark in the digital marketplace.

Avoiding Common Pitfalls When Setting Up Your Shopify Store with from Chase Clymer

In the world of e-commerce, setting up a Shopify store can be an exciting venture. However, many merchants fall into common traps that hinder their success. In this special episode of Talk Commerce, I sit down with Chase Clymer, the expert climber of all things Shopify, to discuss the most common mistakes merchants make when setting up their online stores and how to avoid them.

Overinvesting in Customizations Too Early

One of the biggest mistakes merchants make is overinvesting in customizations when their store is not ready for it. Chase emphasizes this point, stating:

“If your store is doing under a million, you could even argue under 5 million. You don’t need a custom theme. This is maybe controversial to some shops out there. But I think that over investing in design is more appealing to a brand’s founder, especially one that’s a design-oriented creative. And it doesn’t really add much to your bottom line.”

Instead of focusing on expensive customizations early on, Chase recommends investing in marketing and customer acquisition. Your resources are better spent on driving traffic and sales to your store.

Poor User Experience (UX) Choices

Another common pitfall is making poor UX choices, either due to a lack of expertise or understanding of the customer journey. Chase points out several areas where merchants often stumble:

“Navigation is always, always bad. It’s like the first thing I can see, I’m like, who built this site? I could tell that they didn’t know what they’re doing. The way the navigation is set up for an eCommerce store. Additionally, sorting and filtering is often overlooked. And then it’s 2024 now. And I still have to have conversations about mobile optimization with people.”

To avoid these mistakes, it’s crucial to work with an expert who understands the intricacies of e-commerce UX and can help optimize your store for conversions.

Neglecting Content Strategy

Content is king, and neglecting it can be detrimental to your Shopify store’s success. Chase emphasizes the importance of investing in high-quality content:

“When we talk about content, oftentimes when I’m having conversations with merchants about designing new stores, content comes up and I’ll send them examples and they’re like, that looks great. This looks great. That looks great. And I’m like, yeah, you want all these things have in common is they have great content. They have awesome imagery. They have great copy. They have good video.”

Beyond visuals, Chase also stresses the significance of written content, such as telling your brand’s story and having a robust blogging strategy. These elements help build trust with your customers and establish your expertise in your niche.

In conclusion, setting up a successful Shopify store requires careful planning and avoiding common mistakes. By focusing on the right investments, prioritizing UX, and developing a strong content strategy, you can set your store up for long-term success. As Chase Clymer reminds us, it’s essential to work with experts who can guide you through the process and help you optimize your store for conversions.

To dive deeper into this topic and gain more valuable insights, be sure to listen to the full episode of Talk Commerce featuring Chase Clymer. His expertise and practical advice will help you navigate the world of Shopify and take your online store to new heights.

[Live from ShopTalk] The Struggle of Mid-Market Merchants in E-Commerce with Jason Nyhus

Defining the Mid-Market Merchant

Jason eloquently described the mid-market merchant as a business that doesn’t quite fit into the standard SMB or enterprise categories. These merchants often have complex use cases and unique needs that aren’t easily met by one-size-fits-all solutions. As someone who has worked with numerous mid-market businesses, I can attest to the importance of finding a platform that offers the flexibility and customization required to address their specific challenges.

One of the most significant issues mid-market merchants face is the dominance of big software companies in the e-commerce space. As Jason pointed out, these companies often prioritize their own profit motives over the needs of individual merchants. The result? A homogenized e-commerce experience that lacks the differentiation and customization many mid-market brands rely on to stand out in a crowded market.

I’ve seen firsthand how frustrating it can be for merchants to feel forced into a box, unable to tailor their online presence to their unique brand identity. This is where open-source platforms like Shopware shine, offering the freedom and flexibility to create truly distinctive e-commerce experiences.

The Importance of Adaptability and Customization

As the e-commerce landscape continues to evolve at a breakneck pace, adaptability has become a crucial factor in the success of mid-market merchants. Jason emphasized the significance of choosing a platform that allows for easy customization and integration with emerging technologies like AI.

In my experience, the ability to modify and own your code is a game-changer for mid-market businesses. It allows them to create tailored experiences that align with their brand and business processes, rather than being constrained by the limitations of a rigid, one-size-fits-all solution.

Final Thoughts

My conversation with Jason Nyhus at Shop Talk was an eye-opening exploration of the challenges and opportunities facing mid-market merchants in the e-commerce world. By understanding the unique needs of these businesses and embracing adaptable, customizable solutions, we can help them navigate the complexities of online retail and thrive in an increasingly competitive landscape.

If you’d like to learn more about Jason’s insights and the innovative solutions Shopware offers for mid-market merchants, be sure to check out the full podcast episode. And as always, keep the conversation going by sharing your own experiences and strategies for success in the comments below.

Unleash Your Content Potential: Insights from 33 Trailblazing Entrepreneurs

In the ever-evolving landscape of content creation and monetization, a new generation of entrepreneurs has emerged, each with a unique story to tell and invaluable lessons to share. ‘Unleash Your Content Potential: Insights from 33 Trailblazing Entrepreneurs’ is an anthology that delves into the diverse experiences, strategies, and perspectives of these content pioneers.

The Future of Omnichannel Commerce: Insights from Fabric CEO Mike Micucci

I recently had the pleasure of hosting Mike Micucci, CEO of Fabric Commerce, on the Talk Commerce podcast. With his deep experience in ecommerce, including leadership roles at Salesforce Commerce Cloud, Mike shared fascinating insights into how composable commerce and AI are revolutionizing the omnichannel retail experience. In this post, I’ll highlight some of the key takeaways from our conversation.

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The Power of Composable Commerce

Mike explained that composable commerce provides retailers the flexibility to build the experiences they want while still benefiting from a unified backend platform. Fabric’s composable platform allows retailers to seamlessly manage the full commerce lifecycle, from merchandising to order fulfillment.

As Mike put it, “Commerce doesn’t stop at checkout. It’s just getting started.” I couldn’t agree more. Composable commerce empowers brands to craft unique customer journeys that extend beyond the buy button.

Accelerating Omnichannel with Fabric

For retailers looking to enhance their omnichannel capabilities, Mike outlined two key approaches with Fabric’s platform:

  1. Incrementally add discrete services like real-time inventory or advanced promotions to their existing tech stack
  2. Implement a comprehensive omnichannel solution by leveraging Fabric’s pre-built “primitives” – mini-apps that accelerate time-to-market and reduce complexity

Having seen many retailers struggle with siloed systems and inconsistent experiences, I’m excited by Fabric’s vision for a unified omnichannel platform. It’s a game-changer.

The Transformative Power of AI

Mike and I also discussed the transformative potential of AI in commerce. While many retailers have adopted basic machine learning for product recommendations, Mike envisions AI driving significant operational improvements.

By harnessing data across merchandising, fulfillment, and returns, AI can enable dynamic pricing, intelligent inventory allocation, and proactive decision-making. As Mike noted, this was previously only possible for retail giants like Amazon. But with platforms like Fabric democratizing access to advanced AI, every retailer can now unlock this potential.

The implications are vast – I believe we’ll see AI fundamentally reshaping how brands operate and engage customers in the coming years.

Unifying Digital and Physical Retail

Finally, Mike emphasized the importance of blending digital and physical experiences into one cohesive customer journey. Fabric’s platform empowers retailers to offer seamless omnichannel scenarios – browse online, purchase in-store; buy on mobile, pick up curbside; endless aisles in fitting rooms – all on a single platform.

This unified approach powered by robust APIs is key to meeting modern customer expectations. I’m thrilled to see composable commerce and platforms like Fabric making this level of integration achievable for retailers of all sizes.

Boosting Performance and Flexibility with Fabric’s Ethos

One aspect of Fabric’s approach that stood out to me was their ethos of “boost what’s there, make it better and faster.” Mike explained how this allows retailers to incrementally adopt Fabric’s services to enhance their existing infrastructure, rather than ripping and replacing everything at once.

This modular approach, enabled by composable architecture, gives brands the agility to tackle their most pressing needs first, then layer in additional capabilities over time. From my experience, this agile mindset is essential for success in today’s fast-moving retail environment.

The Symbiosis of Composable Commerce and Omnichannel

Throughout our discussion, it became clear that composable commerce and omnichannel retail are intricately linked. The modularity and flexibility of composable architectures perfectly align with the demands of omnichannel selling.

As customer journeys increasingly criss-cross between digital and physical touchpoints, retailers need the ability to rapidly compose and recompose experiences. Fabric’s platform, with its comprehensive suite of APIs and pre-built components, makes this level of agility possible.

Empowering Store Associates with Clienteling

One exciting use case Mike highlighted was clienteling – equipping store associates with tools to deliver personalized, high-touch service. Historically, clienteling has been challenging due to disconnected systems and data silos.

But with a unified platform like Fabric, associates can now access customer profiles, past purchase history, product information, and inventory data in real-time. This empowers them to deliver the kind of consultative, omnichannel experiences that drive loyalty and revenue.

As brick-and-mortar retail rebounds post-pandemic, I believe clienteling will be a key differentiator. Composable commerce makes it achievable at scale.

As I reflect on my conversation with Mike, I’m struck by the vast potential of composable commerce to reshape retail. By breaking down monolithic systems into modular, API-driven components, retailers can finally achieve the speed and flexibility needed to thrive in the omnichannel era.

Moreover, the convergence of composable architectures and AI opens up exciting new possibilities. From dynamic pricing to predictive merchandising, retailers can now harness data and intelligence in previously unimaginable ways.

Of course, technology is just one piece of the puzzle. Retailers must also foster a culture of agility, experimentation, and customer-centricity. But with platforms like Fabric providing the technological foundation, I believe we’ll see a new generation of retailers redefining what’s possible in omnichannel commerce.

If you’re as passionate about the future of retail as I am, I invite you to listen to my full Talk Commerce podcast episode with Mike Micucci. And if you’ll be at Shoptalk, swing by the Fabric booth to see their technology in action.

The retail renaissance is here – and it’s composable. Let’s embrace this exciting new era together.

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