Innovation in Martech and Commerce Technology

Chapter 3 of Ecommerce Best Practice: Strategy and Operations

The technology that sits behind ecommerce is constantly evolving. This chapter covers the three big technology trends driving ecommerce and the ecommerce experience, as well as the emergence of ‘headless’ commerce.

By Neil Perkin

7 minute read

New technologies, macro trends and changing customer habits constantly create new conditions in the ecommerce sphere. This chapter considers the three big trends that are shaping ecommerce. It covers:

DTC and B2B: How are self-serve models having an impact on the marketer’s role in ecommerce?
Resourcing: With the greater availability of customer data, what kinds of roles are emerging to support the ecommerce function?
Headless commerce: How can the decoupling of the ecommerce platform front and back end create efficiencies for brands?