Tuesday, January 21, 2020

3 Ways to Keep Up with Ecommerce Growth, Featuring WebContinental

Liz Alton
July 26, 2019

3 minute read

Strategies for driving ecommerce growth are important, whether you’re launching your company or finding new ways to expand an established brand. WebContinental launched in 1997 and today is one of Brazil’s leading online marketplaces. Innovation and a focus on ecommerce growth has been a key to their success. Recently, they partnered with Oracle to upgrade their ecommerce infrastructure.

Consumer habits and technology are continually evolving, and we have to stay ahead of these changes to offer the best service and selection to our customers,” says Pedro Martini, CIO at WebContinental. Here’s a closer look at how your brand can foster continued ecommerce success.

Be willing to invest in your CX when things are going well

Thinking about ways to grow sales and revenue are natural when company growth has stalled. But the best time to invest in your CX and ecommerce infrastructure is when things are going well. One critical investment is making certain you have the technology to scale service as your success grows.

“Even though business was booming, we needed to change everything behind the scenes and also everything that was customer-facing. Too many organizations are unwilling to embrace innovation when things are going well, and that’s precisely why so many businesses fail,” says Martini.

He continues, “Believe it or not, there is such a thing as being too successful. Demand for some products was so high that we often ran out of stock. Even worse, our servers couldn’t handle the number of users who were coming online on the busiest shopping days. We had major outages during our Black Friday and Christmas sales. We lost millions of dollars in sales and the trust of thousands of customers.” Strategic upgrades helped WebContinental deliver an excellent CX on their busiest days.

Continue to evolve your offerings with market shifts

As WebContinental considered long-term ecommerce growth, their plans included expanding both products and services. “We were also looking for ways to improve our bottom line and to offer a better customer experience by bundling installation and after-sales service with product purchases. After all, if all you can offer is a low price, you’ll lose your customer when a competitor undercuts you. But if you assist a customer over the entire life cycle of their purchased product, they’re more likely to come back to you in the future,” Martini explains.

Keep a pulse on the market, and find ways to stay current by offering value-added services or new products that customers want.

Invest in your internal culture and processes

Improving your technology can drive better ecommerce experiences, but your culture and process are critical too. Martini notes that the company wanted to renew their approach to ecommerce, not just upgrade a system.

Oracle Commerce Cloud helped us realize these gains by providing easy front-end and UX/UI customization, native SEO optimization, SKU and price management, and international support. However, adopting a new platform alone is not enough. To truly transform our online presence, we had to change our internal culture and the way we dealt with people,” says Martini.

Fostering ecommerce growth is an alchemy of the right technology, people, and processes. Ultimately, long-term success and customer relationships begin with an end-to-end focus on the CX your customers crave most.

To learn more about WebContinental’s ecommerce transformation story, read “Transform Your eCommerce Before You Need to: How WebContinental Competes in a Rapidly-Growing Market“.

Liz Alton
Liz Alton
Liz Alton is a writer and content strategist specializing in B2B technology, digital marketing, and the customer experience. Her clients include creative agencies, Fortune 500 brands, and venture-backed startups.
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