At this event, they gave us some of their predictions on the future of ecommerce.
Here are some of the key takeaways.
Ideation –> browsing –> conversion.
That’s the essential breakdown of the ecommerce customer journey.
Check out these stats Surgo gave us around the customer journey:
Yesterday, the average shopper’s path to purchase consisted largely of just Google.
Today, the once Google-centric path has become highly personal to each user and user group.
Increasingly, we see consumers hopping between Google, Walmart, Instagram, Pinterest, Amazon, etc.
As Surgo said, “Do your homework.”
For them, “homework” includes keyword analytics for millions of keywords across 5+ years, large-scale SERP collection, and in-depth ecommerce platform analysis.
When considering this question, remember that your most valuable dataset is already available: Your current consumers.
Here are some data sets to consider:
Two main trends here:
The main trends for Amazon were around picking products, analyzing success, and running product ads.
One main challenge of Amazon Advertising is that not much data is shared in the Amazon Ads accounts.
Which leads some companies / agencies — like Surgo, for example — to do some interesting analysis themselves. Surgo collects data on product lists and how they change over time.
Another challenge with Amazon is the struggle to compete on price — especially when you’re up against Amazon themselves. In this case, Surgo suggested using coupons, as well as one slide in the image carousel that lists the poignant points about product.
A third challenge for Amazon ecommerce: New competitors appearing out of nowhere.
Case in point: this $110 down coat that’s taking market share from Canada Goose. (Beauty products are another big instance of new competitors popping up against companies like Loreal, Maybelline, etc.
Surgo also discussed other cool things we can do with data. See more details in the slide clip below, but overviews include:
Again, read more info in this slide clip:
Finally, Surgo addressed a couple other topics.
They get their data from a combination of panel, propietary services, similar webs, quantcasts, etc, and blend it all together. They then compare that data to actual traffic from websites they own.
How do these trends compare between the Amazon app and website?
Tracking data is not where it should be for apps. “It’s the next walled garden,” they say. But the Amazon app probably sees about 50% of their traffic. To combat that, they try to use actual extractions of listings, versus users.
What happens if someone says “red shoes?”
All in all, quite an interesting and insightful event! Thanks again to Surgo Group, and looking forward to the next #MartechHappyHour.
The post Ecommerce disruption 2019: Data and trends for what to expect this year appeared first on ClickZ.Reblogged 2 years ago from www.clickz.com