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How a Unified Ecommerce Platform Builds Better Customer Experiences

Madhukar Kumar
VP CX Cloud

If you have been following the news lately (here and here), a couple of ecommerce technology companies recently announced partnerships with Adobe to add experience building to their portfolio of ecommerce functionality.

In many ways, this vindicates what we have been telling our readers and customers for some time now. You need to have both an experience building platform as well as an enterprise grade ecommerce platform to build beautiful, relevant experiences for your website visitors.

Consumers don’t distinguish between the experiences of browsing, evaluating and purchasing. They just expect brands to provide complete shopping experiences. It’s more important to have an ecommerce platform with all the capabilities to not only perform basic ecommerce functionalities but also build beautiful experiences.

If you are evaluating ecommerce technology solutions, here are three things to look for from an experience building perspective:

  1. Ease of use: In today’s world, businesses are required to react to market conditions in real time. No business can wait for months or even weeks to implement a small change on their ecommerce website. Changes are often triggered and implemented by Lines of Business (LoB) users. In order to have a seamless experience for non-technical business users, make sure your ecommerce platform offers plenty of easy-to-use functionalities like out of the box responsive templates, a WYSISWYG editor, drag and drop widget capabilities and, the ability to preview the pages in context before they are published.


  1. Extensibility: In today’s global economy, visitors can arrive on your website from different countries and regions and may have requirements for different currencies and languages. When you are evaluating an ecommerce solution make sure the platform’s experience building functionalities allow your LoB users to create localized versions of webpages and support for multiple currencies.

It’s also very likely you'll have additional brand customization needs requiring you to go beyond drag and drop features. You’ll want full control over the look and feel of the pages down to the last pixel by accessing the HTML, CSS and the embedded JS code. A true enterprise grade ecommerce solution has extensibility features that go from easy-to-use admin functionality to full control over the presentation code with some simple user profile based configurations. Additionally, having the ability to choose from a large selection of out of box widgets as well as the ability to create and extend them will help you get to market quickly.


  1. A/B testing and personalization: Do you know what drives your visitors to convert on your website? Is it the use of your brand design and intuitive user experience? Is it a particular image or the choice of words within a call-to-action? With an enterprise grade ecommerce platform you should never have to guess. Core functionality like A/B testing will allow you to test your content and design’s performance with visitors in real time. Finally, when you are evaluating an ecommerce platform make sure it has capabilities to personalize experiences for your visitors in a data-driven fashion.

There are, of course, a number of other ecommerce capabilities that should be table stakes in an enterprise grade platform. For example, native integrations with the major payment gateways, taxation, product catalog management and order management solutions. If the vendor does not offer these capabilities natively, are they partnering with best-in-class technology providers?

Oracle Commerce Cloud was built from ground up with all the enterprise grade features you need to build beautiful customer experiences in addition to running a complex ecommerce application. If you are interested in learning more, please request a demo.

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