In recent years, the options for digital commerce have boomed, splintered, and merged – the entire landscape can easily seem a blur. There are the handful of wine-specific platforms, the cross-category behemoths like Shopify and BigCommerce, and the quasi-custom options of Salesforce and Magento (now Adobe Commerce). On the surface, many offer similar functionality, and can seem interchangeable. So to understand the differences between them, comparing feature sets may actually not be as useful as understanding how – and for what – they are optimized.
On the one hand, there are ready-to-use platforms like Shopify and BigCommerce that are general in approach, and massive in scale. They have literally made their businesses off of frictionless transactions. But optimizing for lightning-fast product scrolls and checkouts also means deprioritizing the nuances of brand that you might not want to sacrifice.
On the other hand, there are bespoke solutions – gone are the days of building custom from scratch. Custom today typically means “customizing” a vast modular system like Salesforce Commerce Cloud or Magento. You can (theoretically) build the exact experience you may want – but it often takes an inordinate amount of time and money. Digital commerce best practices and consumer expectations change so rapidly these days, by the time you’re ready to launch, what you’ve built may already be outdated.
With so many options, which platforms will allow your wine brand to shine, grow, and evolve?
The answer depends wholly on whether you want to focus on creating a customer-centric experience or a transactional one.
It’s really that simple.
One artfully translates the nuances of your wine brand and facilitates the complexities inherent in wine commerce. The other offers an undeniably smooth and speedy checkout experience right out of the box.
You have a choice — the question is, how do you want to represent your brand?
In this white paper, we break down:
• What it means to be customer-first vs. transaction-first
• What to expect from a custom platform compared to an off-the-shelf option
• How to ensure the platform you choose supports your wine brand’s evolution