I met a friend at a retailer conference recently. He was complaining about the ineffective eCommerce solution his company had chosen. “It doesn’t translate well into the mobile environment,” he said. “The whole process of browsing products, choosing colors, sizes and options, and ordering is convoluted. We lose potential customers, and the site just doesn’t support our sales and marketing objectives.”
Sadly, my friend is not alone in his conundrum! Building an integrated eCommerce presence with consistent corporate branding and accessibility across smart phones, tablets and desktops is an overwhelming prospect for some businesses, but it need not be. The key to eCommerce success lies in the technical and functional skills of the team selected to build the site.
