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How holiday ecommerce trends are impacting Q1 of 2014
Over the holiday season we saw shoppers push more than $60 billion into the ecommerce space, more than has ever been spent online. What does that increase in spending spell for 2014?
Kristina: Over the 2013 holidays we saw an uptick in mobile commerce, do you expect this to continue? And, to what degree?
Craig Vodnik, Co-Founder, cleverbridge: Mobile commerce is here to stay. It will not eliminate buying from laptops and desktops any time soon, but even for digital products like software, when done right, companies today can see a meaningful percentage of purchases done through a mobile phone or tablet - prompted by an email that is read on the mobile phone or tablet. What we are at the starting line for is the change in consumer behavior for buying. Much like with the advent of e-commerce in the 90's, this is an evolution of consumer behavior and it will continue.
Kristina: What trends are you seeing right now in the ecommerce space? ---
Craig: Since we focus on digital goods sales, the most compelling trend is the transition from license to subscription business models. In 2013, Adobe moved from a license to a faux-subscription billing model and most companies that were previously on the fence are trying to move forward with their subscription billing plans. Many companies are looking at their existing products and rather than rethinking how the value of the product justifies the change in billing, they are thinking about how they can earn recurring revenue for the same product. They are unlikely to be successful until changing their mentality to thinking about what value a customer receives from the product that is billed in a recurring way (hint: think cloud).
Kristina: Many brands are moving to a multi-channel approach; how can web content management systems help them?
Craig: Web content management systems are ideal for companies that have content and want it presented in the best way no matter what channel their customers are viewing it. Responsive design is a great layer on top of the content, but having the content in a single place and being confident in the correct display of the data to the user is the key. This all needs to work together and WCM does this better than traditional methods.
More from Craig and cleverbridge on Monday, including his top three tips to improve brand engagement and revenue.
Image via Shutterstock
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