Meet Our Exhibitors: BigCommerce's Mark Adams
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As the dust settles on 2024’s eCommerce Expo and Technology for Marketing, Mark Adams, senior vice president and general manager of EMEA at eCommerce platform BigCommerce talks to us about the industry trends he was excited to see during the show and the exciting developments taking place right now in eCommerce and marketing.
What industry trends excited you the most at this year’s eCommerce Expo and Technology for Marketing?
There are two topics that I believe were top of mind for every retailer in attendance: AI and automation. No brand wants to feel behind the curve, which is why conferences like eCommerce Expo are a must-attend for digitally-forward businesses that want to remain both innovative and efficient. Future-focused eCommerce professionals want more time to test, learn, and iterate, and being equipped with how to effectively leverage AI and automation tools is paramount in this effort. As an eCommerce platform, I’m looking forward to hearing about more advancements in this area that brands may find useful.
What are the biggest challenges facing eCommerce retailers heading into Q4 and peak season?
Many retailers are going into this important holiday period with tempered expectations due to an ongoing murky economic climate and cautious consumer spending forecasts. Those conditions create a challenging backdrop, and they mean brands and retailers need to be proactive with their strategy to drive as much revenue as possible in a competitive landscape. That means reaching shoppers on the channels where they shop, being strategic about promotions and loyalty programs, and providing a simple, fast checkout process to maximise conversions.
What is most exciting to you about the eCommerce and digital marketing industry right now?
This industry has always been innovating and evolving quickly, but the pace of change right now is incredible. While there are economic challenges, those can also be great for sparking innovation due to higher levels of competition. Brands must experiment and try new things to stay top-of-mind for shoppers. We are just scratching the surface of AI and the potential benefits that could emerge there. I’m also excited about the changes happening in storefront technology to make it easier for brands to compose a technology stack based on their priorities - no matter how they might change over time.
Why is it important to bring the industry together at events like eCommerce Expo and Technology for Marketing?
Events like this provide great opportunities to network and collaborate with our brand partners and the broader ecosystem. We get the chance to showcase new products and innovations and share our knowledge and learnings with audiences who might not know us or our teams. And we get to meet and learn from them too!
What’s the best piece of advice you would give to new people joining the industry?
You’ll definitely want to pay attention to new ideas to inspire and implement learning opportunities into their digital marketing straight away. There are a lot of smart people who have been working in eCommerce for years. Identify those leaders and learn from them. In-person events are a good opportunity to introduce yourself.
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