Why Businesses Need to Create a Positive eCommerce Experience: In Conversation with Leandro Rodrigues

Consumers in the eCommerce industry are not measuring experiences just against your competitors. They desire experiences on par with big brands.

Today, the winners in the eCommerce world are decided by the online experiences they provide. Let’s discuss how you can create a positive online experience that helps you win in the market while conversing with our today’s eCommerce expert Leandro Rodrigues.

So, let’s get started.

Q1: What exciting projects are you working on at present?

eCommerce is becoming an exciting industry these days. At present, I am working on the migration of a website that deals in tactical equipment to Magento 2.

The project is a bit challenging as we have to build new personalized experiences to enhance the overall CX of the store. In addition, we are also working on the Magento 2 PWA module for the same website to facilitate a fantastic experience on mobile.

Q2: What do you think are the most important trends in eCommerce for 2023 to increase conversions and boost sales?

The eCommerce industry is all about performance. Not just your website’s performance but the overall performance of your business. For businesses, it is mandatory to optimize what consumers think about their brand. A positive experience would be an amalgamation of seamless UI/UX, the right pricing, effective marketing, and a pleasant post-purchase experience.

Other than that, businesses must pay attention to Google’s algorithms, like Core Web Vitals, as it is getting harder for eCommerce businesses to get the required traction with every passing day – the competition is getting immense. Increasing visibility should be one of the primary goals.

Furthermore, I have seen automation helping businesses win a lot of battles. Brands in eCommerce are now following automated business processes to save time and increase conversions. Plus, it helps them personalize the experience a lot, which is an ultimate target for all new-gen online businesses.

Q3: Customer Experience is at the heart of eCommerce. What should a good eCommerce customer experience journey look like, according to you? Is it all about digital touchpoints, or do physical interactions matter as well?

An excellent digital presence is most desirable in eCommerce. Obviously, that depends a lot on the segment, but good digital touchpoints are generally enough. Every business can not have an offline presence.
For example, there are several businesses these days that are online only. They do not own any physical location. And they stay caught up in any way compared with organizations with an offline presence. So, it is fine if you do not interact physically with consumers as long as you satisfy them through your digital touchpoints.

Q4: What technologies, platforms, or channels should marketers or brands use to excel in the digital commerce world and turn their businesses into brands?

Headless commerce will strengthen in the next few years, and Magento/Adobe Commerce is already gaining more space in the market.

I saw good growth for platforms like VueStoreFront and PWA Studio, and another player with an excellent chance to increase the market share is Commercetools. Several brands are using a blend of these technologies to get traction. For example, headless can be implemented with Magento to achieve better flexibility.

Q5: What potential do you see for the eCommerce industry as a whole? And which industry verticals would take the biggest piece of the pie after the surge in eCommerce sales due to the pandemic?

The eCommerce industry has a lot of space to grow. I remember a Google case study with information about the split of percentages between fiscal and digital sales. The most represented countries are the UK with 12% and the US with 10% of your sales online. Countries like Brazil don’t even have 4% yet. That means this market has a lot of space to grow in the next few years, and in general, this is a good thing.

Q6: Any specific tips that you would like to provide for brand owners, marketers, and others juggling to scale an eCommerce business?

I would say:

• Increase visibility: Pay attention to web core vitals and keep your eCommerce running as fast as possible.
• Omnichannel content: Go beyond the obvious and produce really unique content
• Authorship: The time has come for the contents to be signed
• Build social proof: Focus on gaining testimonials and product reviews
• SEO Experience: The future of website optimization is audience building and UX

Wrapping Up

So, that was all about today’s session. We thank Leandro Rodrigues de Jesus for talking to us and sharing essential insights about the industry. We hope you find this session insightful! For more critical discussions and insights, subscribe to our content and stay updated with what’s new in eCommerce and Magento.