Diginomica

Why do Brands Struggle with Content-rich E-commerce Experiences?

Darin Archer, CMO of Elastic Path, walked me through the Nike example, along with a few others. He wanted me to understand the challenges many brands face building content-rich e-commerce experiences. There are a few constraints.

First, there’s usually a technology constraint. Traditional e-commerce software is straightforward: product listing pages, product detail pages, a shopping cart, and a transaction engine. Those are the core components. Sometimes you might see a blog, but it has nothing to do with the products.

If you want to create content related to your products, you must integrate a web content management platform. The trick is tying the two – content and products – together in a seamless experience.

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