E-commerce is all about trends. Year after year, you can taste the trends at Paris E-commerce tradeshow at Porte de Versailles just before the most busy period of the year, as France is certainly the most dynamic market when it comes to e-commerce technology.
During this edition, system interconnection and centralised data – the obvious next step after multi-channel, omni-channel and cross-channel – is the main topic. Several work fields are involved and the services of this year’s exhibitors target different company types:
- Retailers will have the opportunity to connect their physical store to catch-up with customer data. This trend is called “digital in store” and ranges from providing customers an app to enhance their shopping experience to providing tablets to sellers as a tool to increase in-store conversion
- Cross-channel is another focus with in-store return management for webstore customers
In store solutions are usually tailor-made and rather reserved to networks of stores looking forward to enhancing the cross-channel customer experience.
When retailers reach a certain level of visibility online, the next trend is to evolve from webstore to marketplace.
Several French techs enable webstore owners to transform their store in a marketplace which displays offers from several 3rd party companies. They claim that it can be an efficient tool to drive 30%+ business if your store reaches an audience of 10000+ monthly visitors. Jeremy Pallot (Boulanger Marketplace and acceleration) to mention that this strategy must be accompanied by structural changes in the company to involve the retail side in the marketplace project. That opinion was confirmed by Marc Menasé (Menlook) revealing that one of the secret to boost the marketplace store was to set up hybrid deals packaging products from Menlook retail with marketplace products.
When it comes to the technology, there’s the pioneer: Mirakl. Mirakl maintains several versions of their product for their partners and offers of fully tailored marketplace experience to their partners at the price of a rather complex solution with complex workflows. Challengers from Izberg, offers a lighter technology and develops a marketplace technology for products and services (400+ services connected to date!). This innovation allows their partners to setup platforms like Paris attitude which allows a fully customizable short-term rental for your stay in Paris through inclusion of additional services: full mini bar, tourist attractions, etc.
Finally comes the challengers from Wizaplace, the marketplace creation service designed by Wizacha founders. Lighter, complete and price efficient, their technology has the advantage to be fully open with full documentation available online.
Other e-commerce trends in short
Influencers are the community of choice for a retail business or brand to catch-up with their audience through transforming bloggers and community influencers in brand ambassadors.
SoLoMo or Social Local Mobile. Convergence of collaborative, location-based and on-the-go technologies.
RoPo or Retail online purchase offline, a new trend in buying behaviour where customers research relevant product information to qualify their buying decision, before they actually decide to buy their favourite product in the local store.
SMSing tends to deliver results when emailing is losing efficiency.