Unveiling the Dynamics of eCommerce at ECOMM NORTH

This week, the vibrant WPP Manchester Campus was the venue for the much-anticipated ECOMM NORTH event, an initiative brought together by SocialNorth and supported by industry powerhouses VML and Shopify. Aimed at fostering growth and connectivity among eCommerce leaders in the North, this series is a cornerstone for industry discourse and networking.

The event featured a lineup of distinguished speakers, each a leader in their respective fields:

Shalina Ganatra, Head of Consultancy at VML, delved into strategic innovation and the implementation of complex eCommerce solutions across varied industries.

Rich Mason, Head of Enterprise (EMEA) at Shopify, highlighted the challenges and strategies around rising customer acquisition costs and the critical need for optimization in today's economic climate.

Jad Freiha, Head of Analytics at Sweaty Betty, provided insights into the transformative impact of analytics and machine learning on marketing and customer engagement.

Finn Walsh, Marketplace Executive at Mirakl, discussed the nuances of marketplace efficiency and the importance of data utilization in fostering marketplace growth and customer satisfaction.

These speakers brought a wealth of knowledge and experience, touching on topics from AI integration and operational efficiency to strategic marketplace management and analytics. Their presentations provided attendees with plenty of insights aimed at enhancing their strategies and operational frameworks.

Some Insights and Discussions

The UK ecommerce industry is facing some challenges, with sales in decline overall and the cost of trading on the rise.

The Rising Cost of Customer Acquisition

Rich Mason highlighted a staggering 60% increase in customer acquisition costs over the past few years. This uptick makes it clear that conversion optimisation is not just a value-add but a critical necessity. The underlying message was clear: businesses must ensure their user experiences are seamless and compelling at every touchpoint.

The Advent of AI in Customer Service

Artificial Intelligence (AI) inevitably touched on, emphasised by its integration into customer service roles. Example provided of an FMCG brand who unveiled their new venture into AI-driven chatbots via Google Gemini. Similarly, a noted furniture retailer demonstrated their chatbot's capability to continue 'listening' even when queries are handed over to human customer service teams, ensuring a smooth transition and consistent service.

Operational Efficiency Through AI

AI's role extends beyond customer interaction—its potential to drive operational efficiencies was a hot topic among speakers. Automated systems and machine learning algorithms are streamlining processes, from inventory management to customer data analysis, allowing businesses to operate more effectively and at reduced costs.

Don’t Forget the Basics: Site Speed and Optimization

In the race towards adopting new technologies, the importance of foundational website elements like site speed cannot be overstated. Discussions reiterated that a swift and responsive site remains crucial in reducing bounce rates and increasing conversions, directly impacting profitability.

Shopify’s Growth and Evolution

Shopify's transformation from a startup-friendly platform to a full-fledged solution for major brands was notably discussed. The platform’s ability to scale efficiently makes it a preferred choice for globally recognised brands seeking robust, out-of-the-box eCommerce solutions without the heavy lifting involved in coding and development.

Understanding eCommerce Technology: Headless Commerce

The event also served as a primer on headless commerce, where the presentation layer of a website is separated from the backend. This approach allows brands to enhance frontend experiences without impacting the backend systems, providing agility and flexibility in how content and products are delivered to consumers.

Marketplace Mastery

The intricacies of running a successful marketplace were dissected, highlighting the importance of data derived from sales. The focus was not just on making sales but on utilizing the data to enhance business strategies, improve product offerings, and optimize search engine results to gain a competitive edge.

The Data Goldmine

In a session led by experts from Sweaty Betty Analytics, the narrative was clear: traditional optimization is evolving. With machine learning, much of the heavy lifting can be automated, allowing businesses to focus on testing creative strategies and tailoring experiences to diverse customer segments.

A final thought...

The overarching message from the sessions was that the market is challenging and compeitiotion is fierce, so ecommerce professionsals need to be on top of their game. ECOMM NORTH has put on a great event for the ecommerce comminuty, with networking, insighsts and innovation. The next events are on July 11 and September 19 and will no doubt be another opportunity to get some great insights and network with fellow eCommerce enthusiasts.

🙏 Special thanks to SocialNorth for putting this great event on, and VML and Shopify for their support.