1、eCommerce Content Strategy GuideBrightspot White PaperOctober 2020Driving Brand Discovery and Demand Through Content2IntroductionThe numbers say it all:eCommerce has been a thriving sector during the COVID-19 era.According to eMarketer,eCommerce will make up 14.5%of retail sales this year in the Uni

2、ted States,up from 11%in 2019.This is the largest year-over-year increase since the research firm began measuring eCommerce as a channel in 2008.Already in the first six months of 2020,consumers had spent more than$347 billion online with U.S.retailersThe booming eCommerce sector is a primary exampl

3、e of how the pandemic has accelerated digital transformation.While online shopping was already on the rise before COVID-19,retailers around the globe quickly realized adopting a digital environment was what they needed to do to reach todays consumersand,those already operating digitally are also sei

4、zing the moment to improve their experiences.eCommerce will make up 14.5%of retail sales this year in the United States14.5%3Today,customer loyalty is driven by high-quality digital experiences,made up of multiple unique moments in time.Providing a truly omnichannel experience that turns shoppers in

5、to brand advocates involves more than a successful one-time sale:touchpoints via text,images and video across all digital platforms help to tell a story,connecting the dots between the right consumers and the right products.Indeed,it is these“micro-moments”in the customer journey and that customers

6、interaction with your products or brand that really elevates the connection between eCommerce experiences and your content management system of choice.From delivering essential details to inform a purchase decision about a new car or sofa,say,to surfacing add-ons that are contextual to each product