Localogy 2021: Trends in SMB eCommerce Adoption

Just having a website is no longer the baseline for SMBs. Having shoppable content is the new table stakes, whether that’s pure eCommerce or pickup/delivery. This Covid-accelerated area of transformation has lots of dos and don’ts which we tacked in a pane discussion today at Localogy 2021.

Key Takeaways

— eCommerce has clearly inflected in the Covid era and some of that is permanent. But even with that growth, there’s considerable room for market growth, given that the peak of Covid-era eCommerce was still only 20 percent of U.S. consumer spending.

— The definition of eCommerce is broadening. It’s not just ordering socks online, it’s digital products (content subscriptions) and locally-fulfilled physical goods (curbside pickup).

— The headless commerce trend is making these integrations easier. It allows more modularity for businesses to string together disparate software to achieve a specific combination of services.

— Simplicity continues to be a top value driver for SMBs. This is especially true for DIY products, whose success hinges largely on the quality of the software… there’s no human to add additional layers of service and value.

Trends in SMB Ecommerce Adoption

An online presence has been a must for SMB owners for years, but until recently most owners viewed their websites as little more than an advertising medium. Over the past year, SMBs have rapidly evolved to meet the digital-first consumer and have implemented a business-digital strategy. This shift to an e-commerce world has had its own share of challenges, such as syncing up with both online and offline purchase activity

Itai Sadan
Jason Tabeling

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