I am fascinated by the increasing competition between social media platforms and online marketplaces. In a recent piece, I wrote about the concept of omnichannel e-commerce and how the distinction between sales channels is blurring. However, it seems that figuring out who is engaged in ecommerce and who is doing social media is becoming increasingly difficult.Continue reading
I just saw today that Amazon removed the total number of reviews from the search results (except for some sponsored ads) and replaced it with the rating + the percentage of 5-star reviews. They also display the number of units sold in the past month for some listings.
I believe this change will:Continue reading
In ancient times, shopping was an adventure: people had to leave their houses, get in their cars, and explore aisles of physical retail stores, searching for treasures and good deals. Then came ecommerce, which changed the world. People now had the option to shop from their couches and get products delivered directly to their door. As a result, and for a long time, there were two very different worlds that provided very different experiences: physical stores and online shopping. How cool would it be if customers could have a unified shopping experience, whether they shopped from their laptops at home, a smartphone app, or directly at a retail store? That is already the case, and it is called an omnichannel strategy.Continue reading
Have you ever been scrolling on your Instagram feed, seen a picture of a model wearing a pair of shoes you really like, and then found a View Products tag? That is social commerce: the fusion between ecommerce and social media. Kids are now born with a smartphone in their hands and social media on the screen. Platforms like Instagram, Facebook, and TikTok drive huge amounts of traffic daily and have billions of users worldwide. Companies had to find ways to monetize all this traffic and data, and social commerce is one of them. This relatively recent way of selling is significantly impacting the digital marketing world, and it is getting bigger by the year. But how big is it exactly and should you use it? Let’s find out.Continue reading