Buyer’s Guide 2015: Ecommerce
This is a section from the Book Business Tech Buyer's Guide which is a publisher's reference on emerging technology in the book industry. You can find other Buyer's Guide sections here:
A number of publishers have ecommerce platforms on their websites, but there is plenty more that can be done to use the technology to its fullest. The most robust ecommerce platforms can track how users browse through the store, analyzing search terms used, clicks, and of course the ultimate purchase. Some can even automate messaging to users to alert them if something they clicked is on sale. These types of data-driven features are key for publishers who want to create a positive user experience on their ecommerce sites and build a viable revenue stream.
Some providers can add functionality to a publisher's existing ecommerce platform or license an end-to-end solution. Licensing a complete solution typically requires less internal IT investments when maintenance and updates are included in the package. Some drawbacks though may include limited access and ownership to consumer data and possible revenue share with the ecommerce provider.