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商业 - 科技

下一个电商巨头:Bigcommerce?

Heather Clancy 2014年08月20日

到2018年,美国电子商务市场的规模预计将达到4,140亿美元。无论是业界领导企业,还是新生力量,意欲从中分一杯羹的科技公司不在少数。一家诞生于澳大利亚,名不见经传的电商平台正在悄无声息地改变市场观念,不断斩获市场份额。它究竟采用了怎样的取胜之道?

    “这可以归结为3个问题:怎样推动平台不断升级,怎样继续强化团队,怎样打造与合作伙伴的一系列联盟,以加速自身成长?”凯斯表示。

    截至7月中旬,约有50,000家商店在Bigcommerce上运营,平台累计销售额近40亿美元。Bigcommerce的客户通常是一个一个累积起来的。但7月初,它与eBay签署了一项协议,eBay从2015年2月将停用的两款Magento产品Go和ProStores优先迁移至Bigcommerce。在此之前,ProStores已有5,000多家商户迁移至Bigcommerce。此项协议可能再带来多达10,000家商户。

    或许纯粹是巧合,但Magento首位产品经理蒂姆•舒尔茨也刚刚加入Bigcommerce,出任产品管理高级副总裁。舒尔茨近年来担任谷歌Shopping Express、Wallet等服务的战略合伙和商业发展高管,未来将专注于Bigcommerce的一站式体验,将电子商务和实体零售更好地结合起来。“消费者想要无缝化体验,”他说。

    对于共同创始人哈勃,未来12个月的第一要务是强化Bigcommerce的内部科技人才队伍,提供能够帮助商户构建更紧密客户关系的服务。一个例子是提供数据,帮助店铺经理追踪“被丢弃的购物篮”,以及提供能够将浏览者转变为买家的交易。这能推动商户的月销售额迅速增加15%,他说。

    “如果我们能找到在两个地方都购物的人,那就非常有价值。你知道他们是谁,他们买什么,他们哪些方面花钱,”哈勃补充说。“你可以给他们更加个人化的体验。”

    曾发明Chapul蟋蟀蛋白棒的创业家帕特•克劳雷通过Bigcommerce来验证产品的早期市场兴趣,积攒市场人气,并且与健康食品商店和超市协商达成交易。虽然该团队有机会能以低得多的价格转至Shopify平台,但最近选择又一次与Bigcommerce续签。“我们认为,短期内我们的增长速度不会超过Bigcommerce,”他说。(财富中文网)

    译者:早稻米

    “It comes down to answering these questions: how do you continue to iterate the platform, how do you continue to augment the team, and how do you build a tapestry of alliances with partners that will accelerate your growth?” Case said.

    As of mid-July, there were about 50,000 stores running on Bigcommerce, which have collectively sold close to $4 billon using the platform. The developer has typically added new customers one-by-one. However, a deal it struck in early July with eBay positions its service as the preferred migration path for two Magento products that will be discontinued in February 2015, Go and ProStores. Bigcommerce previously migrated more than 5,000 merchants off ProStores, and the deal could potentially bring up to 10,000 more.

    Although the timing is purely a coincidence, it can’t hurt that Magento’s first product manager, Tim Schulz, just joined Bigcommerce as senior vice president of product management. Most recently a strategic partnership and business development executive for Google for services such as Shopping Express and Wallet, Schulz will be sharply focused on ensuring Bigcommerce offers an integrated experience that better straddles the e-commerce and physical retail worlds. “Consumers just want a seamless experience,” he said.

    For co-founder Harper, a top priority for the next 12 months is shoring up Bigcommerce’s internal technical talent and creating services that help merchants build closer customer relationships. One example is offering data that helps store managers track “abandoned carts” and offer deals that help turn browsers into buyers. This can help merchants quickly add 15% to their monthly sales, he said.

    “If we can identify someone who buys in both places, there is huge value there. You know who they are, what they bought, what they spent,” Harper added. “You can give them a more personalized experience.”

    Entrepreneur Pat Crowley, the hydrologist who invented the Chapul cricket protein bar, used Bigcommerce to validate early interest in his products and build the momentum to negotiate deals with health food stores and supermarkets. The team recently recommitted toBigcommerce, despite a compelling opportunity to switch to the Shopify platform for far less money. “We don’t think we will outgrow them anytime soon,” he said.

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