September Ecommerce Digest

We had lots of fun closing out the summer with exceptional content about managing online sales tax for digital goods, finding new ideas for email marketing campaigns, creating more effective landing pages, and integrating social media with ecommerce.

For the September Ecommerce Digest, we’re going to dig into localization, Klarna’s debut in the U.S., the role of shopping carts in subscription commerce, omnichannel shopping challenges, and the impact of chip-and-PIN cards on ecommerce fraud prevention.

Global Ecommerce and Localization

Website Localization Must-Haves For Global Ecommerce | Forrester Research

In this blog post from Forrester Research, Lily Varon writes about what you need to succeed in global ecommerce. This is a topic that is dear to us, and we are happy to see a report detailing global expansion issues like domain names, global gateways, global user interfaces, language elements on a web page, multilingual SEO, customer support best practices, and localized currencies and payment methods.

Alternative Payment Methods

Klarna Launches in the U.S. | Re/code
Speaking of localization … payments! Klarna is a popular payment provider for online Swedish shoppers. Klarna is a compelling payment option because it assumes all the risks of fraud instead of the merchant. If you are looking to gain customers in Sweden, one of the best things you can do is add Klarna to your checkout process. But now Klarna is looking to expand its operations into the U.S. Which merchants will start offering this type of payment for customers outside of Sweden? Will it make a significant impact on conversion rates? It will be interesting to see if Klarna’s attempt at global expansion will disrupt the ecommerce market.

Shopping Carts and Subscription Commerce

Why the Shopping Basket Is the Next Big Thing in Digital Commerce | Demandware
This blog post from Demandware advocates that merchants should “persist that basket,” that is, they should not neglect the great power of the online shopping cart to drive sales and retarget bouncing visitors. We do not disagree that the cart is a crucial element of ecommerce success. But just as conversion rates are less relevant in today’s subscription dominated market, so is a narrow focus on shopping carts. The real question is, “How are you messaging customers before and after they create a cart?” Today’s subscription dominated market demands attention to the entire customer lifecycle — not just the cart.

A screenshot of the Primer mobile app from Google
A screenshot of the Primer mobile app from Google

Content Marketing

Primer by Google Is Here to Make You a Better Marketer | NewsCred
Looking to learn more about marketing automation or creating relevant search ads? This interview with Hope Friedland, Content Lead at Primer, showcases a new educational app from Google. It is a handy library of content that helps people learn the ins and outs of digital marketing. It is designed to be consumed by mobile device users on the go, and it is highly interactive. Aside from the educational content, this app also serves as a source of inspiration to marketers thinking about alternative ways of educating their audiences and communicating brand value.

Omnichannel Shopping

MasterCard Busts Myths of the Omnichannel Consumer | PYMNTS
We love the image offered in this post of today’s digital shopper as “a patient, skilled, value-seeking missile.” Based on MasterCard’s The Retail CMO’s Guide to the Omnishopper, PYMNTS explains that customers research their purchases piecemeal: over time, in both physical and online spaces. Even in the digital world, they search across different devices and through different channels. The main point here is to consider where your customers are viewing your messages, and to make sure those messages are consistent.

Fraud Prevention

How Chip-and-PIN Credit Cards Protect Consumers From Fraud | NPR
This interview with security expert Brian Krebs discusses the  impact of this switch and notes the difference in the European and American cultures of using credit cards at physical stores. Many countries adopted chip-and-PIN credit cards a while back, and the U.S. is slowly catching up on this important security improvement. However, as we explained a year and a half ago, blocking one avenue of fraud is sure to send the fraudsters looking for another way to steal your customers’ personal information and money. Krebs notes that it is not just online shopping carts that are affected by a new surge in fraud activity: New account fraud and account takeovers are going to occur too.

Please share your thoughts in the comment section below.