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The eCommerce winners of 2022 will be those that consolidate their technology stack

As we move into the 2022, eCommerce platforms will become increasingly specialised. This means that in order to remain competitive, businesses will need to focus on consolidating their technology stack – a process that involves removing unnecessary applications and integrating those that are most relevant to the company’s goals and deliver trackable ROI.

The eCommerce space has well and truly skyrocketed due to recent global events and changes in buying behaviour. Selling direct to consumers online has been the main pathway to reaching a global customer base in today’s digital world. Whether this be new, ambitious brands entering the market, or existing brands going through a process of digital transformation looking to get a slice of the pie.

However, amidst all the noise and excitement blowing up within the world of eCommerce, the sharp minds. The winning brands. They will have a laser focus on assessing technology utilisation and exploring consolidation as we move into 2022.

Whilst the number of 3rd party integrations available to merchants increases rapidly, each day. The brands that are likely to benefit from increased profitability and sustainable success are those with a shroud eye into the P&L and utilisation within their eCommerce technology stack. This is where the wins will be made.

As those smart online businesses assess the utilisation levels and ROI on many of the 3rd party integrations and applications they have as part of their technology stack, it’s likely we will see eCommerce and digital teams being required to examine which of their tools can be removed and replaced with other pre-existing technologies already integrated.

With such a dramatic boom within eCommerce in recent years, businesses have become accustomed to buying a number of technologies that offer specific features or functionality. Without perhaps having the ability to truly assess their benefits and utilisation. A platform with many integrations and applications that aren’t delivering can result in a clunky platform that is difficult to maintain, keep stable and of course, costly.

This sharper focus on efficiency savings in eCommerce, could very well be the difference between the online businesses that thrive, and those that merely survive, as we move into 2022.

 

Matt Jones About the author
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