Episódios
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Summary:
In this ecommerce podcast, independent consultant James Gurd speaks with Henrik Hovfman-Kraft, founder of DEMA, about the challenges and strategies in ecommerce marketing.They discuss the importance of balancing short-term sales pressures with long-term growth strategies, the role of marketing mix modelling (MMM) in understanding marketing effectiveness, and the significance of incrementality testing in measuring true impact. Henrik shares insights from his entrepreneurial journey and how DEMA provides data-driven solutions for brands to optimise their marketing efforts and avoid leaving money on the table.
Key takeaways:
1. DEMA was founded to address the lack of data-driven decision-making in ecommerce.
2. Marketing mix modeling (MMM) helps brands understand the effectiveness of their marketing spend.
3. Incrementality testing is crucial for measuring the true impact of marketing efforts.
4. Brands often leave money on the table by not optimizing their marketing strategies based on data.
5. Data silos hinder effective decision-making in e-commerce.
6.. Understanding contribution margin is essential for sustainable growth.
7. Brands need to connect online and offline data for a comprehensive view.
8. The ad stock effect is important for measuring the long-term impact of marketing spend.
9. Brands should always experiment and test their marketing strategies.
Chapters:
[00:30] Navigating the E-commerce Landscape
[07:30] The Importance of Data in Marketing
[14:20] Understanding Marketing Mix Modelling (MMM
)[20:00] Balancing Short-term and Long-term Strategies
[26:37] Incrementality Testing in Marketing
[45:30] Identifying Missed Opportunities in Sales
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Summary:
In this ecommerce podcast, James & Paul drill into how to build out a loyalty strategy, with examples of brands executing this well. This episode is useful if you have a loyalty program and want to improve it, or are in the process of building out a loyalty strategy.
The main focus is on positioning loyalty strategy correctly, because loyalty is about more than a program. A loyalty strategy is focuses on customer engagement & customer experience, because loyalty is earned through consistently great customer experience.
This podcast will help you understand the fundamental mechanics of building customer loyalty, exploring levers to encourage customers to feel more positive about your brand and giving them a reason to shop directly with you. Loyalty starts when people first visit and come get used to your brand, not just when they're buying or in a repeat purchase cycle.
Tune in to understand the evolution of loyalty strategies, the importance of customer experience, leveraging customer insights and data, and the necessity of financial modeling to justify investments in loyalty programs. You'll get practical examples to help you enhance your loyalty offering and better understand customer value.
Key takeaways:
Loyalty is earned through great customer experience.A loyalty strategy is more than just a program.Understanding customer engagement mechanics is crucial.Loyalty should be viewed as a broader customer strategy.Rewarding positive customer behaviour is essential.Customer insights are vital for effective loyalty programs.Setting clear goals is necessary for loyalty success.Measuring success should include customer experience metrics.Incentivising data collection enhances customer understanding.Financial modelling is critical for justifying loyalty investments. -
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Summary:
In this podcast, the discussion revolves around the impact of AI on ecommerce teams, particularly focusing on the relationship between technology agencies and their clients.
The conversation highlights Seth's experiment of building a website using AI tools without any developer assistance, revealing both the potential and challenges of AI in development.
The discussion emphasises the importance of understanding AI's capabilities, the ongoing need for developers, and the efficiency gains that AI can bring to agencies. It also covers the future of AI in ecommerce platforms and the necessity of collaboration between AI and human expertise.
During this conversation, James, Seth & Jim explore the evolving role of AI in ecommerce, emphasising the importance of efficiency, risk management, and the need for prompt engineering strategies.
They explore how AI can enhance decision-making, streamline operations, and drive innovation while also addressing the complexities and risks associated with integrating AI tools into business processes.
Key takeaways:
Understanding AI's capabilities is crucial for marketers.Building complex applications with AI requires technical knowledge.AI can expose security vulnerabilities if not used carefully.The role of developers remains critical despite AI advancements.AI can speed up design thinking and ideation processes.AI can speed up coding but requires human oversight.Agencies are leveraging AI for efficiency gains.The future of ecommerce may rely on AI-driven interfaces.Collaboration between AI and human developers is essential. Prompt engineering is essential for maximising AI productivity.Agencies must evolve to become educators in AI usage. -
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Episode summary:
In this episode of the Inside Commerce podcast, Paul Rogers speaks with Matt Parkinson from Gene about the evolution of Magento and Adobe.
They explore the dangers of platform tribalism, and discuss the current state of the platform ecosystem, the challenges and opportunities facing businesses in the ecommerce space. They cover the aggressive competition among platforms, the flexibility of Magento, and the implications of Adobe's SaaS strategy.
Additionally, they explore the role of Hyva in revitalising the Magento community and enhancing innovation. Paul and Matt Parkinson also discuss the evolving landscape of ecommerce, focusing on Adobe and Shopify.
Key takeaways:
The platform ecosystem has become aggressive and tribal, with strong opinions on various platforms.Magento aims to serve a wide range of businesses, from small startups to large enterprises.Adobe's SaaS strategy addresses known issues with Magento, such as total cost of ownership.The app builder offers a low-code solution for integrating third-party technologies.Adobe Commerce Optimizer provides a pathway to full SaaS for existing Magento users.Hyva front-end has revitalised the Magento community and enhanced innovation.Community advocacy plays a crucial role in product development.The future of Adobe and Magento is leaning towards enterprise and B2B markets.Shopify's ease of use contrasts with the complexity of B2B solutions.Bluefinch aims to streamline the patching and upgrading process for merchants.ShopThru seeks to revolutionize ecommerce by embedding checkout experiences.The future of ecommerce will likely involve more AI and agentic commerce. -
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Summary:
In this episode ecommerce podcast, Paul Rogers speaks with ThruDark founder Louis Tinsley , who shares his unique journey from special forces to ecommerce entrepreneurship.
Louis discusses the challenges and successes of building a brand in the outdoor industry, the importance of leveraging relationships, and the strategic decisions that have shaped ThruDark's growth.
He emphasises the significance of team dynamics, investment, and the lessons learned along the way, while also looking ahead to future goals and international expansion.
Key takeaways:
Louis spent years in the Royal Marines and special forces.The idea for ThruDark stemmed from a passion for outdoor equipment and product design.Initial challenges included navigating the transition from military life to entrepreneurship.Social media played a crucial role in building brand awareness and reaching audiences.Leveraging relationships with high-profile individuals helped ThruDark gain traction.Hiring key individuals was essential for scaling the business effectively.Investment from the Clark Group accelerated ThruDark's growth and provided valuable guidance.Bringing in a CEO was a strategic move to professionalise the business.International expansion is a focus, with a growing presence in the US and Canada.Reflecting on achievements is important for maintaining motivation and setting future goals. -
In this ecommerce podcast, Tash Grossman, founder and CEO of Slip, discusses the transformation of shopping receipts into valuable engagement tools for retailers. She shares her journey from management consulting to founding Slip, emphasising the importance of learning from mistakes and the challenges of integrating technology in retail. Tash highlights the significance of digital receipts in enhancing customer experience, loyalty programs, and the potential for subscription services. The conversation also touches on overcoming barriers in retail technology and the future of retail media.Key takeaways:1. Digital receipts can enhance post-purchase engagement.2. Retailers should prioritise the value of receipts.3. Customer acquisition costs are rising, making retention crucial.4. Opt-in rates can be significantly increased with self-service data entry.5. Loyalty programs can be enriched through personalised digital receipts.6. Subscriptions via digital receipts present a new revenue opportunity for retailers.7. Retail media can be monetised through digital receipts.8. Integration with existing systems can be quick and efficient.
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Inside Commerce is the first podcast to talk you through what the latest Shopify release means for ecommerce stores. James discusses the relevance of key new features and upgrades with Ben Homer, Senior Solutions Engineer, pulling apart the benefits and implications for merchants.
Shopify Editions always attracts lots of attention. Following an embargo in the partner community of the pre-release information, there's a frenzy of LinkedIn posts sharing the key features updates. Our podcast goes deeper, sifting through the 100+ updates to focus on the strategic pillars that are most relevant, and what the feature improvements mean for ecommerce teams.
We focus on four key strategic areas:
The new Horizon theme suiteArchitectural development in Markets for International commercePOS (Point Of Sale)Sidekick AI AssistantJames Gurd and Ben Homer focus on the strategic implications of new features and discuss what Shopify's 'declarative commerce' positioning means in terms of product focus.
The new Horizon theming is covered, exploring how flexibility for content management is the main focus, enabling business user to do more before they need development resource. This includes AI block generation, block copying and block nesting.
For Markets, James & Ben discuss how the latest improvements aim to empower merchants, streamline internationalisation, and simplify multi-store management, ultimately enhancing the ecommerce experience.
Ben explains the reasoning behind new enhancements in Shopify's offering, focusing on B2B capabilities, point of sale systems, and the integration of generative AI to improve business efficiency. The dialogue emphasises the importance of localisation in markets, the user experience in retail environments, and the potential of AI tools like Sidekick to streamline operations and data management. Additionally, the conversation touches on the next generation of
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Summary:
Why do brands invest in the upper funnel?
In this podcast, digital marketing strategist Geeta Randev discusses the evolving landscape of digital marketing, emphasising the importance of investing in upper funnel marketing to build brand awareness and customer loyalty.
She highlights the need for managing expectations regarding the time it takes to see results from upper funnel investments and the significance of understanding the entire consumer journey, which begins before a customer even visits a website.
Geeta also addresses the challenges of creating cohesive consumer experiences across multiple touchpoints, and the art of storytelling in marketing, advocating for a more integrated approach to engaging consumers.
The podcast explores the intricacies of digital marketing, focusing on the importance of landing pages, user journeys, and the role of AI in enhancing marketing strategies.
Geeta and James discuss how brands can better engage consumers through thoughtful content strategies and the necessity of nurturing leads through the sales funnel.
The conversation also highlights the challenges and opportunities presented by AI in marketing, emphasising the need for brands to adopt a strategic approach to its implementation. Finally, Geeta addresses common pitfalls in marketing strategies, urging brands to be authentic and transparent in their messaging.
Key takeaways:
Investing in upper funnel marketing is a long term commitmentManaging ROI expectations is challengingThe consumer journey starts before they hit your website.You need to own the entire consumer journey from start to finish.Storytelling should be interwoven across the site for better engagement.Reconsider the formatting of landing pages to enhance user engagement.Nurturing consumers through the funnel requires tailored content and strategies.AI can significantly enhance marketing efforts but requires careful implementation.Consumers are increasingly savvy and can see through inauthentic marketing. -
Summary:
In this ecommerce podcast, James Gurd discusses the recent BigCommerce Partner Summit with agency leaders Rupert Cross and Mark Slocock.
They explore BigCommerce's market positioning, particularly in the B2B space, and share insights from the Partner Advisory Board.
The conversation delves into the challenges and areas for improvement for BigCommerce, including the need for better tools and features. They also discuss the roadmap for future developments, the role of AI, and the importance of composability in ecommerce solutions.
The conversation delves into the evolving landscape of ecommerce, focusing on BigCommerce's product strategy. Mark and Rupert discuss the importance of content management, the integration of B2B solutions, and the significance of self-service capabilities for businesses.
The discussion emphasises the need for flexibility in ecommerce platforms to meet diverse business needs and enhance user experience.
Key takeaways:
BigCommerce is focusing on B2B opportunities as a key growth area.Vertical-specific solutions are needed to address unique business requirements.AI and composability are becoming essential in ecommerce strategies.Flexibility in licensing and pricing models is important for merchants.Page Builder needs significant improvements for better usability.Merchants want to see use cases rather than just features; you can't be all things to all people.A strong promotions engine is vital for ecommerce success.Flexibility in platforms allows for better growth opportunities.Continuous dialogue among industry experts fosters innovation. -
Follow us on LinkedIn:https://www.linkedin.com/company/inside-commerce/Video summary:In this ecommerce podcast, experienced ecommerce consultant James Gurd and Global Digital Director Will Lockie discuss the intricacies of expanding ecommerce brands into the Chinese market. They explore the unique dynamics of the Chinese consumer, the importance of compliance and local partnerships, and the strategies for successful market entry.The conversation also delves into the role of platforms like Tmall and WeChat, the significance of live shopping, and the challenges of performance marketing in China. Will shares valuable insights from his experiences, emphasising the need for a tailored approach to product strategy and marketing in this rapidly evolving landscape.Key takeaways:1. China teaches you how to accelerate digital.2. The customer journey is completely different to Western markets.3. Skincare is the top selling category in China.4. Spend time in the market to understand it better.5. Product formulations must be legally compliant.6. Allow yourself a bare minimum of 12 months.7. Hiring local talent is essential for success.8. Tmall Global is a great starting point for brands.9. WeChat is a mini CRM for brands.10. Live shopping is critical in a noisy market.Chapters:[00:35] Introduction to E-commerce Expansion in China [05:30] Understanding the Chinese Market Dynamics[10:25] Go-to-Market Strategies for China[14:20] Product Compliance and Adaptation[16:55] Navigating Bureaucracy and Compliance[18:00] Finding Local Advisors and Building Networks[20:20] Leveraging Tmall Global for Market Entry[22:40] The Role of WeChat in the Purchase Journey[27:50] Live Shopping Trends in China[35:00] Performance Marketing Strategies in China[40:27] Team Structure and Resourcing for Expansion
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Follow us on LinkedIn:https://www.linkedin.com/company/inside-commerce/Video summary:In this episode of the Inside Commerce podcast, James Gurd interviews Dan Beckles, co-founder of Furniture Box, discussing the growth strategies in marketplace commerce. They explore the journey of starting a furniture business, the challenges faced in the industry, the importance of customer service, and the strategic partnerships that have driven success.Dan shares insights on leveraging technology for operational efficiency, managing inventory, and the recent investment in a new warehouse. The conversation also touches on future marketplace strategies and the significance of building strong relationships with partners like Wayfair.Key takeaways:1. The furniture industry presents unique challenges due to bulky products.2. Bootstrapping allowed for a focus on marketplace growth before building a website.3. Customer service is a core value that drives business success.4. Building relationships with marketplace partners is crucial for growth.5. Investing in technology can streamline operations and improve efficiency.6. Inventory management is complex but essential for multi-channel selling.7. A strong warehouse and distribution strategy can enhance fulfillment capabilities.8. Understanding data is key to making informed marketplace decisions.9. Consolidation of marketplaces can lead to better resource management.10. Future growth will focus on strategic partnerships and expanding into new markets.Chapters:[00:35] Introduction to Marketplace Growth Strategies[03:40] The Founder's Journey: From Idea to Execution[06:40] Navigating Challenges in the Furniture Industry[09:30] Building a Customer-Centric Business Model[12:40] Expanding into the US Market with Wayfair[15:40] The Importance of Strategic Partnerships[18:30] Leveraging Technology for Operational Efficiency[21:30] Inventory Management and Forecasting Challenges[24:50] Investing in Warehouse and Distribution Capabilities[27:40] Future Marketplace Strategies and Growth Plans
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In this ecommerce podcast, Kelly Goetsch discusses his transition from Commercetools to Pipe17 and the company's mission to revolutionise order management in ecommerce.
The podcast highlights the challenges of traditional systems and how Pipe17's network-based approach offers a more efficient solution.
The conversation covers the importance of integrations, the role of AI in order management, and the future of ecommerce technology. Kelly also shares insights on customer use cases, deployment strategies, and the evolving landscape of B2B commerce.
Key takeaways:
Integration challenges stem from walled gardens in enterprise IT.Low-code solutions are becoming essential for business agility.Pipe17 focuses on a network of integrations rather than a monolithic platform.Pain-free deployments are achievable through pre-built connections.Business users can define routing rules with a user-friendly interface.AI assists in mapping and optimising order flows.The future of ecommerce lies in real-time data visibility.B2B commerce presents significant growth opportunities. -
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In this episode of the Inside Commerce podcast, Paul Rogers speaks with Lana Rush and Ben Jones from Osprey London about their recent replatforming project to Centra.
They discuss the challenges faced with Magento, the rationale behind the transition, and the goals for their digital flagship store.
The conversation delves into the evaluation of different platforms, the benefits of headless commerce, and the importance of a strong tech stack. It's interesting to hear why a leading brand chose Centra over Shopify, and the advantages the Centra ecosystem offers the ecommerce team.
Lana and Ben also touch on international expansion strategies and the partnership with Grebban, highlighting the future roadmap for Osprey London.
Key takeaways:
Osprey London is a heritage brand needing digital transformation.Transitioning from Magento to Centra was driven by technical limitations.The focus was on brand storytelling and immersive customer experience.Headless commerce offers creative freedom and flexibility.International expansion is a key growth strategy for Osprey London.The tech stack includes innovative solutions like Depict and Ingrid.Working with Greban has streamlined maintenance and bug fixing.Future projects will enhance customer engagement and brand loyalty. -
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In this ecommerce podcast, James Gurd speaks with Elian Kool, CTO of VUI Eyeware, about their digital transformation journey in the eyewear industry.
They discuss the challenges of consolidating technology and processes, the importance of a phased approach to tech migration, and the selection of the right ecommerce platform. Elian explains why VIU selected Commerce Layer as their platform and shares insights on order management, after-sales solutions, and the role of automation in improving operational efficiency.
During the conversation, Elian discusses the complexities of automating lens ordering processes, streamlining after sales operations, and leveraging technology to enhance customer experience. He emphasises the importance of a unified system that integrates various functions, such as sales, inventory management, and appointment booking, to improve operational efficiency.
The podcast then explores the operational side of the business, exploring how Elian built a lean development team, adopting agile practices for frequent deployments, and utilising data to measure customer satisfaction and feedback.
Key takeaways:
Digital transformation requires a focus on customer experience.Consolidation of data is crucial for operational efficiency.A phased approach to tech migration reduces risk.Order management should be integrated with sales processes.Effective data management prevents errors and improves service.Streamlining after sales processes can significantly cut costs.Using Sanity for product data management allows for flexibility and efficiency.A lean development team can achieve significant results in a short time.Daily deployments enhance responsiveness to business needs.Agile practices can be adapted to suit the team's workflow. -
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In this ecommerce podcast, James Gurd and Carl Hendy discuss the evolving landscape of organic SEO, particularly in the context of ecommerce.
Carl is a well respected voice in the ecommerce and SEO industry, having delivered SEO audits and strategies for some of the biggest content and comerce website, including John Lewis, M&S, British Airways and Eventbrite.
They explore the impact of AI on search results, the fragmentation of search, and the importance of brand management in maintaining organic visibility. Carl shares insights on how brands can adapt their strategies to navigate these changes and optimise their online presence effectively.
Key takeaways:
Organic SEO remains critically important despite the rise of paid media.The presentation layer of search has changed significantly with AI.Search is becoming fragmented across various platforms, not just Google.AI overviews are negatively impacting click-through rates for organic listings.Brands need to manage their online reputation more proactively.50% of all search queries are branded, which is often overlooked.Controlling the user experience is crucial for brand visibility.Over-optimisation can lead to confusion and reduced effectiveness in SEO.Luxury brands may face challenges in the AI-driven ecommerce landscape.Brands should focus on audience-led content that works across multiple channels. -
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In this podcast, James Gurd and Alice Brown, founder of Seventh Wave Stories, delve into the intricacies of creating a coherent content strategy that resonates with audiences.
They explore Alice's journey from surf coaching to becoming a messaging strategist, emphasising the importance of understanding audience psychology and conducting thorough customer research.
The discussion highlights the balance between brand voice and customer insights, the role of AI in copywriting, and the evolving landscape of personalised content. They also touch on the significance of emotional connection in copy and the future of content strategies in 2025.
Key takeaways
Alice transitioned from surf coaching to marketing by helping others overcome obstacles.Understanding messaging is crucial for all businesses.Effective messaging requires a blend of emotional resonance and data-driven strategy.Brands often struggle to align their voice with customer expectations.Customer research should involve direct conversations, not just surveys.One-to-one interviews yield deeper insights than focus groups.Balancing brand values with customer insights is essential for effective messaging.Personal content -
James Gurd and Paul Rogers discuss the challenges of product data quality in ecommerce with Vidar Trojenborg, co-founder of Emfas.
Vidar has a lot of experience building ecommerce tech stacks to improve and manage product data, having previously held the role of Head of Data & Technology at ASKET.
In the po dcast, we explore how AI can automate product data management, improve catalog quality, and bridge the gap between product and ecommerce teams.
Vidar shares insights on the importance of context-aware AI, the role of guidelines in maintaining brand integrity, and the future of ecommerce technology. The conversation also touches on translation challenges and the integration of Emfas with existing ecommerce platforms.
Key takeaways:
Data quality issues are a common challenge in ecommerce.Bridging the gap between product and ecommerce teams is crucial.Emfas uses AI to maintain content authenticity and tone of voice.The platform automates the auditing of product data.Guidelines can be set for AI-generated content.Emfas can handle large catalogues efficiently with rules.Context-aware AI ensures accurate product descriptions.Translation rules can be customised for different languages.The future of ecommerce will heavily involve AI technology. -
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In this episode of the Inside Commerce podcast, Paul Rogers speaks with David Franks, co-founder of Zelph, a SaaS platform designed to help brands and retailers expand their product catalogues without holding inventory.
Zelph's tech is proven at scale, having been built originally to power Kick Game's ecommerce marketplace, processing £50m+ GMV annually.
David shares insights into the challenges faced while scaling Kick Game, the demand for inventory solutions, and the technical complexities involved in building Zelph. The conversation also explores market trends, misconceptions about drop shipping, and the seamless integration of Zelph with Shopify, emphasising the importance of inventory management and strategic pricing for profitability.
Paul and David also discuss the current ecommerce landscape, focusing on the integration capabilities of Zelph with platforms beyond Shopify, the dominance of Shopify in the market, the potential of circular marketplaces, and the future vision for Zelph, including AI-driven innovations and market strategies.
Key takeaways:
Inventory risk is a significant concern for many retailers.Standardising supplier data is a complex challenge.Marketplaces are evolving into ecosystem builders.Margins can be profitable with strategic pricing and negotiation.Inventory management is automated to ensure accuracy.Zelph will extend to other platform integrations, with Magento a focusCircular marketplaces are gaining traction, but brands need to offer incentives.The resale market is growing, especially among younger consumers.Brands must be intentional in their approach to resale to avoid low volume.Zelph aims to redefine how brands and retailers scale their offerings.AI will play a crucial role in supplier matching and catalogue management. -
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In this episode of the Inside Commerce podcast, James & Paul host a discussion with Emily Mcmorran, Customer Journey Manager for Oh Polly, and Samir Kamnani, Senior Product Manager at Loop, about the evolving landscape of return strategies in ecommerce.
They delve into the shift towards paid returns, the impact on customer perception, and the importance of managing returns as a part of the overall customer experience. The conversation also covers innovative solutions like Offset Returns Coverage, and how brands can leverage returns data to improve their service.
The episode concludes with insights into future trends in returns management and the delicate balance between customer satisfaction and operational viability.
Key takeaways:
1. Returns are a significant aspect of the customer journey. 2. The trend of charging for returns has increased significantly post-pandemic. 3. Shoppers are becoming more aware and accepting of return fees. 4. Offering a simple and fair return policy can mitigate negative feedback. 5. New customers often appreciate a free first return to gauge sizing.6. Brands are increasingly viewing returns as an opportunity rather than a burden.7. Utilising returns data can help identify product issues and improve offerings.8. The focus for brands is shifting towards encouraging exchanges over refunds.9. Balancing customer experience with return policies is a complex but necessary task.
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James Gurd and Hamish McKay discuss the critical need for order editing in ecommerce, exploring the challenges faced by customer service teams and the impact of order editing on returns and customer experience.
Hamish shares his journey as a startup founder, the growth of his company, and the technical solutions developed to address common issues in order management. The discussion also touches on the potential for upselling through order editing and the importance of addressing fraud concerns in the ecommerce space.
The podcast also discusses the intricacies of order editing, focusing on fraud prevention, rapid response to merchant needs, and the latest features including multi-currency support. It emphasises the importance of shipping recalculation, switching payment methods, and handling support tickets effectively.
The discussion concludes with an explanation of how merchants can get started with order editing, and the potential for future expansion beyond the Shopify ecosystem.
Key takeaways:
Order editing is essential for improving customer experience. Many ecommerce teams struggle with order changes post-purchase. Customer service agents often spend significant time on order edits. Reducing return volume can have a positive environmental impact. Upselling opportunities arise from allowing order edits. Technical solutions can delay order processing to accommodate changes. Fraud prevention is a key consideration in order editing; dynamic fraud checks can be implemented during the editing process. Shipping recalculation can be complex but is essential for customer satisfaction. Switching payment methods is a common reason for order cancellations. Support tickets can hold orders until resolved, improving customer service. - Mostrar mais
