Looking at eCommerce with a different set of eyes
It’s interesting how view points can change over time. As an hi-tech entrepreneur switching between B2B and B2C opportunities (Fireclick 1998-2005 then Wambo 2006-2007), I got to learn that markets function differently. Consumer businesses seem a little easier to get off the ground, but are highly competitive. Enterprise businesses on the other hand require stronger products, which take longer to develop - but once the initial hurdle is passed things get more predictable.For the last 2 years, Wambo has kept me laser-focused on Web 2.0 applications, social networking and media sharing. I spent a fair amount of time studying the market, innovating, and marketing to the consumer using a mix of viral and search engine marketing. This sharply contrasts with my prior experience at Fireclick, where I never really paid attention to the new wave of innovation led by YouTube and others - sites like Digg, Facebook and even MySpace were complete unknowns to me. I was simply too busy working with eCommerce sites. Gap.com, HSN, Novica, Tower Records - that was my world - far, far away from Web 2.0.
Recently, I’ve taken another look at eCommerce. Called a few of my former customers, looked again at a few of the leading retail sites and ran a few ideas by some eCommerce luminaries. In other words, I’m paying attention again to what’s going on in the world of eCommerce, but with a different approach - an approach we may call Web 2.0.
My first observation is an obvious one. Commerce sites keep getting more templatized and cleaner overall - unlike social networking sites, where personalization and chaos are generally the norm. By contrast, commerce sites appear inhuman and cold. And silent. Makes you feel like shopping at an empty 7Eleven at 5AM on a Sunday morning after a great party with friends.
I would think this issue has a significant impact on user engagement with the commerce site, and eventually, customer loyalty. Let me say this differently. Commerce sites have much to gain by humanizing the shopping experience, I think.
