The corporate world is rife with acronyms and jargon and there’s probably not many disciplines that have more jargon than marketing and ecommerce. The Covid period jump-started how many brands view ecommerce and we’ve seen many marketing roles taking on new responsibilities for aspects of it.
So we thought we’d continue the excerpts from the guide we’ve developed with Entropy, “Ecommerce Unleashed: Maximising Your Website’s Impact for Marketing Success” with a 101 breaking down some of the common types of platforms you may come across.
To perhaps state the obvious the platform you use is crucial. It is the foundation of your website, and it enables brands to manage different aspects of it including the front-end customer experience, (e.g. homepage, product pages) and some back-end functionality (e.g. order management).
Without a strong foundation, you can end up with a pretty suboptimal customer experience. Your business goals, tech setup, and budget usually dictate the type of platform brands decide to go for.