How Brent Bellm is Helping Small Businesses Grow with BigCommerce
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Brent Bellm understands the importance of growing a business. As CEO and President of e-commerce company BigCommerce (Nasdaq: BIGC), he has helped the company grow into a business with over 60,000 customers, including leading brands in almost every B2C and B2B category, such as Sony, Ben & Jerry’s, Nikon, NestlÃ©, and Procter & Gamble. BIGC went public on Nasdaq in August 2020 under Bellm’s leadership.
At a recent Public.com town hall with retail investors, Bellm spoke about the future of e-commerce and how the industry will grow over the next several years.
The text below is taken from Bellm’s Public.com Town Hall, which can be viewed in full here.
The e-commerce sector is on an upward trajectory
A retail investor asked Bellm about his thoughts on the future of the e-commerce industry. âThe last 25 years of e-commerce growth will be pale compared to the next 5-10 years,â Bellm said.
It took the first 25 years of the internet for the e-commerce industry to grow from 0% to 11% of retail in the United States. But that will change quickly, Bellm thinks.
âBased on current trends, e-commerce will quickly reach 20%, 25%, and then 30% of all consumer spending in the United States. It is arguably the biggest and fastest economic transformation in history. At BigCommerce, we are doing everything we can to fuel and enable this growth, âhe said.
Packaging helps build your brand
Packaging is more important than people realize when it comes to e-commerce. It’s a way to improve the customer experience, and a memorable package can help build customer loyalty, Bellm said.
“Not only is it a way to surprise and delight the customer who made the purchase, but you can encourage them to share the experience via social networks where it will be seen by other potential customers,” said he declared.
And it doesn’t have to be complex or expensive, while still creating a memorable experience, Bellm added.
âIt’s more about the level of personalization you put into it to connect with your customers; for example, add a personalized or handwritten note. This is especially important during the holidays, when shoppers expect a festive and enjoyable unboxing experience.
Make sure you have the right target marketing
Online marketing is a key part of e-commerce, and making sure you have the right tools is essential. Many businesses use demand generation, a targeted marketing program to build awareness of a business or brand.
Bellm explained that companies using demand generation should make sure they have two things.
âThe first is to connect your product catalog to major advertising and market channels. The second is to optimize your website data that you are allowed to use in each channel.
BIGC is able to help businesses do both by using Feedonomics, which offers customers products across hundreds of channels and provides optimization tools on search engines, social media, affiliates, ads. charts and markets.
Brands will become more hybrid
Along with the tremendous growth in the e-commerce industry, we’re also likely to see a more hybrid approach to shopping, Bellm said.
âWe’re seeing merchants take an increasingly hybrid approach to retail, so having a strong omnichannel strategy is critical. “
This is one of the reasons why BIGC helps traders integrate their products with other marketplaces and social commerce platforms, he added. For example, they have a native Google app that allows small and medium-sized businesses in the United States to connect to Google Merchant Center to add products for free and create Google ad campaigns to reach more customers.
If you’re new to e-commerce, create a brand that sets you apart
Any business needs to find a niche that sets it apart, and this is especially true for e-commerce.
For BIGC, this meant having an open SaaS platform as opposed to a closed SaaS platform like Shopify and other competitors. Instead of a âone-size-fits-allâ approach, we’ve taken a flexible approach so traders can grow and grow with BIGC, Bellm said.
âOur Open SaaS platform approach is what sets us apart by combining sophisticated enterprise-grade functionality, openness and performance with SMB-friendly simplicity and ease of use, all in one delivered platform. via the cloud. “