The art of remarkable ecommerce design: Make it personal


Ecommerce brands that set themselves apart from the market realize that driving revenue growth requires innovating in how they conduct business online.

Because legacy systems can often tie down design flexibility due to their template models, ecommerce leaders can benefit from developing and employing strategies built on a foundation of personalization and UX excellence. Often, those goals are made easier with an API-first approach.

When digital agencies adopt these values, their expertise leads brands to achieve the kind of ecommerce success they need in today’s online-first world. And one such agency earning a sterling reputation for elevating enterprise brands online is E2X, based in London.

Partnering with Bold Commerce, E2X brims with such extensive experience in building robust solutions for their clients, we wanted to find out more about how they view today’s omnichannel 24/7 shopping environment, so they can share advice that will encourage brands to seek innovative decisions to rejuvenate their online initiatives.

Make it personal

Working with brands to accomplish their business goals, the agency has a clear roadmap to the finish line. “E2X believes that the opportunity to craft brilliant UX requires parallel and iterative consideration of both customer centricity, and operational and enterprise needs. The failure to apply this 360-degree view limits the possibilities of the customer experience,” says Serge Albohayre, Partner Manager at E2X.  

E2X lays out this full-view idea with key areas they want to focus on when their clients seek their expertise, and brands aiming for online success would want to take note of these points:

  • Data model and architecture to consider what data needs to be both surfaced to the customer, business and operational teams. 
  • Application function and gap analysis.
  • End-to-end operations to include fulfillment and customer support.
  • Personalization, marketing and merchandising activity that is needed to build long term “sticky” customer relationships and a dynamic brand experience.

Personalization is at the heart of developing fluid and seamless online experiences. To cite a client example, E2X helped skincare business Dr. Barbara Sturm invest in a composable commerce and BigCommerce platform. Among other projects, E2X designed a Routine Finder for their online channel, which guided shoppers to better understand various beauty applications and shop based on their habits. “We did the heavy lifting so the marketing team can focus on the brand and globalizing their business goals,” notes Albohayre.  

Also, the brand’s team sought to derive more benefit from their customer data, asking E2X to set up a CRM tool to deliver hyper personalized communications that drove retention. It ended up being a useful tool that went to market quickly, thanks to the headless approach E2X brought to their Dr Barbara Sturm work. 

Headless commerce

“A headless commerce platform based on microservices can provide the framework for a business to rapidly innovate its UX through introducing new channels and ways of engaging the end customer quickly and at relatively low cost,”notes Albohayre.  

And those UX issues continue to plague various regions of an ecommerce channel, such as checkout. As a Baymard Institute report found, “Despite 58% of sites having a ‘good’ or ‘acceptable’ checkout experience, our benchmark also reveals that the average site has 32 preventable usability issues in their checkout flow.”

Essentially, simply installing checkout into an online channel isn’t going to meet customer expectations. Crafting strong architectural design, coupled with strategy workshops, can instill confidence in ecommerce brands who want to go beyond the routine with areas such as checkout. 

When agencies focus on the development of customer-centric, API first, next-generation composable commerce platforms, retailers can have more flexibility in how they swap microservices in and out of their channel. Legacy models don’t offer that kind of personalization; you’re stuck with one template until you decide to upgrade to another template, with every branch of the online channel having to follow the framework of that template.

Headless models also encourage frictionless partnerships between technology and agencies, as shown by the strong relationship between E2X and Bold.

Albohayre says, “Bold Commerce is committed to providing customers with a seamless checkout experience. E2X are committed to recommending and implementing the very best modern technology stack for customers. This meant bringing Bold Commerce into the E2X ecosystem of partners for businesses to consider was an easy decision to make.”

As for what enterprise brands need to consider when they seek to foster a culture of innovation and personalization within their headless commerce approaches, Albohayre recommends, “Operating a headless platform requires an operational infrastructure that harnesses cloud technology and manages the integration of potentially many SaaS products. They should automate deployments and testing, and provide a service mesh, security management tools, development and test environments for a multiple application footprint where potentially you previously only had one.”

With over 20 years in the digital commerce business, E2X demonstrates the kind of thought-leadership and strategic acumen that ecommerce brands seek in valued partners. Bringing omnichannel assets to market with speed and agility, E2X accomplishes what ecommerce businesses have to internalize if they want to not just stay ahead of the pack, but remain a trailblazing leader for years to come.

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Amanda Hiebert

Written by Amanda Hiebert

Amanda Hiebert is a Senior Content Manager at Bold Commerce. She is also a widely published writer and champion of all things business.

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