In digital life, the average consumer owns 7.2 devices and uses three on a daily basis. As a result, the customer journey is more complex and flexible than in the analogue age. There are multiple channels and, consequently, more data to analyse and more touchpoints through which organisations can interact with consumers.
However, this breath-taking scenario involves a challenging reality at all levels in which certain processes, systems, and technologies should be gently polished and linked to make the most of the omnichannel environment.
Are companies ready to accept the omni-challenge? Are they adapting their marketing strategies to this scenario? Do companies store and analyse data effectively? Are they doing so by integrated solutions?
In recent years, an incredible amount of momento has come into the topic shop system innovation. Spryker, eMatters, ongr and ScaleCommerce are just some of the latest artists in the shop system circus (maybe this is where the Shopware Community Days got its motto?).
Taking a step back and looking at things as they stand, there might be a simple reason for all this: perhaps online shops were just a phase; the first way to make the internet conceivable as a socially acceptable sales channel. Nothing more than metaphor to help transfer catalogues to the internet. Online shops don’t need this now, anymore than you have to imagine manila folders to get that you can save data on a PC.
Trade between business customers, B2B or even ‘the future of e-commerce’ – many companies in the branch have recognised the signs: some a long time ago, some have already missed the boat, but still somehow managed to get in. With the Oxid eShop B2B enterprise edition, the next shop system provider is bringing software onto the market, which is specially tailored to the B2B branch.
But there are other candidates, alongside Oxid, who want to score in the area of B2B. With the new version 5, Shopware is a hot upcoming candidate in e-commerce. Green fields framework Spryker could also muscle in sooner or later. Magento has been around for a long time and they are currently working toward the release of Magento 2 and continuing to professionalise.
Things could not be more exciting in the area of shop systems right now. Shopware is touring Germany with Shopware 5 and so indirectly raises the question, what’s happening with Magento at the moment?, even more urgently. Hybris now does marketing as well, and on top of these (still) rather traditionally structured shop systems, there are new approaches around the corner, like Sphere and Spryker.
Easter 2015 was completely dedicated to discussion on shop systems. Those who want to keep up in this area should put on their listening caps (and can look forward to the new updated English version of our shop system whitepaper ).
Many had ceased to believe, but just before Christmas, Magento surprised the e-commerce community with the release of Magento 2.0 Beta. The new version of the most widely used e-commerce software has been available since the 17th of December and can be tested. But can iQuery and PHP5.5 offer any comfort for the loss of transparency and the open-source mindset? And what will change for shop operators?