A Conversation with Chloë Thomas on eCommerce Trends and Potentials

The eCommerce industry is dynamic. Thus, to stay profitable, businesses need to stay updated about the latest trends and technologies. More than ever, eCommerce businesses are now making efforts to target their consumers where they are.

Though it may look like everything in the eCommerce industry is ever-evolving, we interviewed Chloë Thomas, a globally recognized eCommerce marketing problem solver, to find some invaluable insights about the future of this competitive industry. So, let’s deep dive into the expert’s insights right away.


Who did we interview?

Chloë Thomas is a world-renowned eCommerce marketing problem solver. Via her award-winning podcasts and best selling books she helps 10,000s of eCommerce businesses and marketers to plot their route to growth every year.

Let Us Quickly Get To Our Expert’s Point Of View.

Question 1- What exciting projects are you working on right now?

Our podcast episodes for the rest of the year – including the super popular Black Friday Tips Mash-up Episode on Keep Optimising, and the January Growth Series for eCommerce MasterPlan. It’s always a pleasure getting to stand back and really consider who the best people to invite to each are.

Question 2: What potential do you see for the eCommerce industry as a whole?

Consumers are continuing to increase their online spend, and shift to online purchasing. So in many ways, the sky’s the limit – there is unlimited potential. Tapping into and taking advantage of that potential though remains a world of pivoting and twisting until you find the right product and the right way to get it in front of the customers who want it. It’s a fun game, which I don’t see ending any time soon!

Question 3: What’s the biggest change you’ve seen in post-pandemic eCommerce trends?

The subtle ones – the consumer desire for connection, and more than just a product. They want to know the personality, the people behind the brands they’re buying from, and they want more from the brands too. Consumers want to know what you stand for, what you stand against, and have a whole list of ‘table-stakes’ you need to cover before they will buy. That’s hard to calculate but the brands who are doing it well are already seeing huge increases in sales.

Question 4: What industries do you think will take the biggest piece of pie due to this surge in eCommerce?

All industries can benefit as the scale of the increase in online purchasing is potentially good news for everyone, so long as you can identify who your customers are, where they are online, and what messages are going to lead them to buy from you.

Question 5: Any specific technology trend where store owners should consider investing?

I think it is all about agility. Brands that are thriving right now are the ones that have in place (by accident or design) a tech stack that enables them to quickly test new ideas, implement new software, and change direction. That’s where everyone should be investing – building the tech stack (and the tech support team) that enables you to do the marketing, create the products, and build the relationships you need to.

To Summarize

For this chapter, we interviewed Chloë Thomas from eCommerce MasterPlan, a globally recognized eCommerce marketing expert and award-winning podcast host. She believes that the core of success in eCommerce remains unchanged – you need to find the right product, identify the customer who wants it, and find the best channels and messages to get them to buy. Chloë also says that the standout success of eCommerce businesses in recent years has been all about their agility. Hope you find this conversation insightful!

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