Ecommerce is evolving and brands can do a lot to move the needle for their businesses if they know the right strategies to use. Learn about the most relevant trends in ecommerce right now and how you can put them into practice immediately. Presented by Travis Balinas @Tbalinas at WordCamp Sydney 2018

1. 5 Ecommerce Trends to Implement Now
Travis Balinas | WordCamp Sydney 2018

2. 95%
Purchase decisions
that take place
unconsciously
INTRODUCTION
ECOMMERCE TRENDS
● Consumer expectations are shifting
● Content and commerce are
inextricably linked
● No silver bullet
HOWEVER...the way we reach buying
decisions is still the same.

3. Shopping is no longer a simple, transactional
activity done at a destination, but an emotional
response to thoughtfully crafted, engaging, brand-
defining experiences that spark positive customer
responses.
Me, Circa July 2018

4. Gain knowledge
about current trends
3 KEY TAKEAWAYS
ECOMMERCE TRENDS
1
Discover real-world
brands to reference
2
Learn how to add
these to your strategy
3

5. 1: BUILD YOUR TRUST FUNNEL
ECOMMERCE TRENDS

6. HELP, NOT SELL
Trend 1: Trust Funnel
● Content and commerce are no
longer separate destinations
● Millennials, ads, and “selling” the
experience
● Educate first, sell second

7. BRANDS DOING IT WELL
Trend 1: Trust Funnel
Uncrate Gear Patrol Yeti

8. 1. Educate and build trust before selling
2. Stop advertising products (kinda)
3. Build trust through content + experiences
TREND 1 RECAP
ECOMMERCE TRENDS

9. 2: GRATIFICATION [INSTANT OR OTHERWISE]
ECOMMERCE TRENDS

10. I WANT IT NOW!
Trend 2: Gratification
● Shopper expectations have been set
● Post-sale is incredibly important
● Don’t hide anything

11. BRANDS DOING IT WELL
Trend 2: Gratification
Dazadi Jenis Robert Graham

12. 1. Meet (or beat) shopper expectations
2. Brand your post-sale experiences
3. Be honest (and reachable)
TREND 2 RECAP
ECOMMERCE TRENDS

13. 3: GET SMARTER ABOUT CHANNELS
ECOMMERCE TRENDS

14. THE RACE IS ON (AND YOU BENEFIT)
Trend 3: Channel Expansion
● Battle of the titans
● Lots of money being spent on you
● Optimize your business strategy

15. BRANDS DOING IT WELL
Trend 3: Channel Expansion
Spearmint Love Native Union BeachRC

16. 1. Don’t fear Amazon (Prime, FBA, Ads)
2. Utilize Facebook Marketplace & Shopping on Instagram
3. Optimize for Google Shopping
TREND 3 RECAP
ECOMMERCE TRENDS

17. 4: EXPERIENCE DRIVEN =
ECOMMERCE TRENDS

18. BRINGING THE FIRE
Trend 4: Experience-Driven
● Makes shoppers feel something
● Actually build experience-rich sites
● Personalization is experience

19. BRANDS DOING IT WELL
Trend 4: Experience-Driven
SkullCandy Zenni Optical Bohemian Traders

20. 1. Personalize by cohorts
2. Make browsing enjoyable
3. Reward your best customers
TREND 4 RECAP
ECOMMERCE TRENDS

21. 5: MOBILE, MOBILE, MOBILE
ECOMMERCE TRENDS

22. SPEED, SIMPLICITY, PAYMENTS
Trend 5: Mobile3
● Site speed really matters to Google
● Visitors are there. Now what?
● Make their exit as fast as their
entrance (in a good way)

23. BRANDS DOING IT WELL
Trend 5: Mobile3
Rollie Nation Natomounts Zyppah

24. 1. Optimize for site speed (Amp + Akamai)
2. Simplify site nav and checkout
3. Incorporate appropriate mobile wallets
TREND 5 RECAP
ECOMMERCE TRENDS

25. Thank You

26. ABOUT THE SPEAKER
ECOMMERCE TRENDS
I’m the Director of Product Marketing at
BigCommerce, leading the Commerce-as-a-Service
initiative for our platform, focused on delivering
headless commerce to WordPress.
Content and commerce are inextricably linked and
I believe that the future of both will blend the best
of open source + SaaS. I have nearly a decade of
experience working at SaaS startups, serving small
business, mid-market, and enterprise audiences
across a multitude of industries.