Omnichannel Growth Strategies

The 2021 Direct-to-Consumer
Summit
DAY 1 - WEDNESDAY, MAY 19TH
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First-Party Data Strategy
12-12:30 pm PT | 3-3:30 pm ET
DAY 2 - THURSDAY, MAY 20TH
Omnichannel Growth Strategies
10-10:30 am PT | 1-1:30 pm ET
Leaning in to the New Customer Journey
10:40-11:10 am PT | 1:40 -2:10 pm ET
Scaling a Brand with Flexible Operations
11:20-11:50 am PT | 2:20-2:50 pm ET
Double Tap This: How IGC Solves Your Biggest Brand
Challenges
12-12:30 pm PT | 3-3:30 pm ET

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Our Speaker
SHARON GEE
Senior Director, GM of
Omnichannel

Agenda
● Introduction
● The Omnichannel Imperative
● The 4 Pillars of Omnichannel Success
○ Channels
○ Marketing
○ Operations
○ Fulﬁllment
● Key Takeaways
7

How many channels does your brand
utilize for selling and/or advertising?
● 1-3 channels: D2C, Google Ads, Facebook Ads
● 3-10 channels: Local Marketplaces, Instagram Shopping, D2C, Google Ads,
Facebook Ads
● 10+ channels: Global Marketplaces, Local Marketplaces, Instagram
Shopping, D2C, Google Ads, Facebook Ads
● Not currently selling on multiple channels
POLL

General Manager. Omnichannel
BigCommerce
Sharon Gee

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About BigCommerce
◿ Delivering diﬀerentiated commerce
experiences with the industry’s most
versatile enterprise solution
2009
Year Founded
750+
Employees
BIGC
NASDAQ Listed
$25B+
Merchant Sales
5K+
Agency & Tech Partners
150+
Countries Served
By The Numbers:

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BigCommerce is the open
SaaS platform for all stages
of ecommerce growth
Uniquely positioned as a SaaS ecommerce leader
◿ Open SaaS
◿ Enterprise leadership
◿ Focused on established
businesses
◿ B2C + B2B
◿ Intentionally disruptive
◿ Partner-centric
(best-of-breed)

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Customer Snapshot

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We are the Partner-First Platform
BackOﬃce, PIM, B2B, Hosting CMS
BACKOFFICE
B2B
CMS/HOSTING/HEADLESS
PIM
Themes, Insights, SSL,
Domains, Tax & Accounting
TAX & ACCOUNTING
EMAIL & MARKETING AUTOMATION
LOYALTY & CUSTOMER REFERRALS
INTELLIGENT MERCHANDISING
VISUAL MERCHANDISING
RATINGS & REVIEWS
CUSTOMER SUPPORT & CRM
PERSONALIZATION
Shipping
SHIPPING & FULFILLMENT
Payments, Security/Fraud, ISO’s
PAYMENTS
DIGITAL WALLETS
Omnichannel
MARKETPLACES & AD PLATFORMS
MULTICHANNEL LISTINGS / FEEDS
ADVERTISING CAMPAIGN MANAGEMENT
POS
Email Marketing, Marketing
Automation
9 0 + P R E F E R R E D & E L I T E P A R T N E R S 6 0 0 + A P P S 5 0 + I N D U S T R Y C A T E G O R I E S

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Helping Merchants
Sell More with
Omnichannel

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The Omnichannel Imperative
The OMNI Imperative
COVID-19 has accelerated ecommerce growth
◿ Consumers spent over $153 billion online from April-May, 7% higher than holiday
2019 season.
◿ Consumers are more willing to explore more retail touchpoints. Omnichannel
strategy is now critical for Merchant success.
The lines between Ads Platforms & Marketplaces are blurring
◿ The ads platforms (Google / FB / Others) are going deep into commerce
◿ The marketplaces are going deep into ads (Amazon, Walmart, eBay)
◿ Merchants must deliver a uniﬁed shopper experience across channels which
requires ads / listings / omnichannel order management / fulﬁllment
Omnichannel customers drive growth for our merchants
◿ Omni Shoppers spend 10% more online, log 23% more repeat shopping
visits, and have 30% higher LTV than single channel shoppers.
Merchant growth across channels requires an Omnichannel Strategy and the right partners.
Sources: Forbes, Statista, Deloitte, HBR, IDC

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The Omnichannel Imperative
We are at an inﬂection point where the digital channel landscape is being redeﬁned. The
lines between ads, social, and marketplaces are vanishing.
The single most valuable thing that a platform like BigCommerce can provide, beyond
excellence of branded stores, is the ability to maximize sales via third-party sites.
Our vision is to be the world’s most powerful platform for demand generation and
third-party sales enabled via the industry’s best partners.

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$ $ $ $ $ $ $ $ $
$ell More
Owned
Warehouse #1
WMS
Facebook
Instagram
Google
BigCommerce (As Channel Hub)
+ Partners for: Inventory Management / Distributed Order Management / Shipping / Analytics / Insights
Deliverr
3PL
Amazon FBA /
MCF
Marketplace 3PL
POS
POS
Amazon eBay Walmart Wish
Email
SMS
CRM
Accounting
Returns
Dropship
Vendor
B2C
Site #1
B2B
Site #2
Microsoft
Bing
Pinterest Tiktok
Omnichannel helps merchants to $ell More
Multi Location Inventory APIs
(MLI Beta - H2 ‘21)
BigC PARTNERS
Listing Feeds / Inventory & Order Sync / Ads Management
Data
Warehouse
BI
Personalization

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Owned Warehouse
#2
Owned Warehouse
#1
WMS
Amazon
FBA / FMB / MCF
3PL / Dropship
Store 1
US Location
Store 2
US Location
ERP
Inventory Management | Order Management | Shipping | Purchasing | Cross Channel Data & Analytics | FBA Prep / Accounting
BigCommerce
Ecommerce Platform + Channel Hub
Google
Ads
Marketplace
Facebook
Ads
Marketplace Amazon (9)
Ads
Marketplace
eBay (3)
Ads
Marketplace
Walmart(2)
Ads
Marketplace
Wish
Ads
Marketplace
B2C
Site #1
B2B
Site #2
CRM
Email / SMS
POS
POS 1
US Location #1
POS 2
US Location #2
POS
BigC PARTNERS
Listings / Ads Management / Order sync
BigCommerce as Channel (w/ERP)
$ell More
CDP
Search
Personalization
Data
Warehouse
BI

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Omnichannel
Maturity Model
Consult Model
Multi-Channel
Global Omnichannel
5-20+ channels
D2C + Marketplaces + Ads + Social
B2C + B2B
Global Integrated Online + Offline
Unified inventory & order routing
Across all channels
2-5 Channels
D2C + Marketplaces
Integrated Online / Offline
ERP as System of Record
Owned Fulfillment + 3PL
+ custom Shipping rates
Inventory within 2-day delivery of
all major Global Markets
Single Channel
Single D2C + Ads
Single Fulfillment Location
Off the shelf Shipping rates
BUILD
INNOVATE
GROW

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Omni Drives
Merchant Growth
An omnichannel strategy is critical for:
◿ Creating new customer touch-points and
revenue streams
◿ Diversifying and protecting revenue from
unforeseen events (i.e. COVID)
◿ Executing a holistic brand experience
across all channels, from discovery to
purchase to fulﬁllment
◿ Inspiring customers to make repeat
purchases quicker, increasing customer
loyalty and lifting customer lifetime value
Importance of Omnichannel Strategy

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21
BigCommerce’s Omnichannel Success Stack
Channels Marketing & Ads Tech Operations Fulﬁllment
Company overview

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Sales Channels
P I L L A R 0 1

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1. Sales Channels
The OMNI Imperative
The right mix of sales channels can expand customer reach,
improve brand recognition and increase revenue.
Channels
◿ Retailers who sell through a single branded ecommerce site like
BigCommerce saw a 38% revenue growth after adding a
marketplace
◿ Selling on a secondary marketplace can increase revenue by 120%
Social Commerce
◿ 36% of adults have made a purchase through social commerce
◿ $31B expected social commerce sales in 2021
Channels:
BigC Partner Providers:

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Centralized channel management
◿ Integrate all of your sales channels from
a single destination within
BigCommerce
Reach more shoppers faster
◿ Seamless integrations with Amazon,
eBay, Wish, Google, and
Facebook/Instagram… and more to
come in 2021!
Streamline listing and selling
◿ Save hours spent listing products on
other sales channels by using product
information already stored in your
BigCommerce catalog.
The OMNI Imperative
New Channel Manager helps merchants sell more across channels

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The OMNI Imperative
Walmart
Key Merchant Beneﬁts:
◿ Merchants can now list their products in
front of 120 million unique Walmart.com
visitors each month
◿ Merchants can easily set up their
accounts and manage orders directly
from BigCommerce via feeds partners,
like CedCommerce, Codisto &
Feedonomics

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The OMNI Imperative
Facebook/Instagram
◿ Provide a beautiful, mobile-friendly
shopping experience and sell to your
customers directly on Facebook and
Instagram
◿ Reach the shoppers that matter most to
your business and maximize ad
campaigns for the future
◿ Sync inventory and order management
across Facebook and Instagram

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The OMNI Imperative
Amazon
◿ Easily get your BigCommerce
products on Amazon with bulk listing
and streamlined error handling for
increased eﬃciency
◿ Sync inventory across channels – your
stock automatically updates between
BigCommerce and Amazon
◿ Process your Amazon orders in
BigCommerce to manage a single
product catalog for all your sales
channels

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The OMNI Imperative
eBay
◿ Quickly list products and options from
your BigCommerce catalog and they’ll
be automatically updated whenever
you make a change
◿ Streamline your business by
automatically syncing stock levels and
eBay orders to your online store, with
no need for manual updates
◿ Centralize management – manage
everything from BigCommerce to save
time and money

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The OMNI Imperative
Wish
◿ Partner with the leader in mobile
commerce – Wish is the #1
downloaded shopping mobile app
globally for 3 years running
◿ Drive more international sales – the
Wish mobile app is available in 135+
geographical markets
◿ Receive $100 in advertising credits
when you upload your ﬁrst 10
products

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POS Partners:
The OMNI Imperative
Point of Sale
We’ve partnered with leaders in the POS space to provide direct
integrations, serving merchants from small business to enterprise, to
support various stages of their omnichannel journey.
Centralized operations and catalog management
◿ Especially useful for merchants selling online for the 1st time as a new
channel, or trying to bridge multiple channels while operating primarily
from brick & mortar.
Flexible inventory that stays synced
◿ Manage which inventory is displayed online for sale and how it gets
fulﬁlled, whether from in store or warehouses.
Real-time reporting and order management
◿ Keep track of where orders are coming from and identify new sales
trends on which items are selling vs others.

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The OMNI Imperative
Point of Sale Merchant Example
Dress Up + Heartland Retail + Randem BOPIS
◿ Dress Up has 19 physical stores and an online
store that enables them to sell worldwide.
◿ Dress Up is able to sync their inventory in
real-time between their brick-and-mortar stores
and BigCommerce via Heartland Retail POS.
◿ Dress Up is leveraging a buy online, pick up in
store created by Randem that integrates with
Heartland Retail.
◿ Creating an online store in addition to their retail
stores has increased revenue by 150%.

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Marketing
P I L L A R 0 2

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Digital Advertising Partners:
Email, SMS, and CX Partners:
2. Marketing
The OMNI Imperative
Digital Advertising
◿ The more channels a brand adds, the more complex it will be to manage the
spend. BigCommerce helps streamline these channels in Channel manager
◿ Advertising on marketplace channels
is expected to grow 38.8% YoY
Email and SMS
◿ 20% of consumers say they’ve visited a website because of an email marketing
message, and 12% say they made a purchase
◿ 56% of US retailers plan to invest heavily in messaging and SMS because it gives
them one of the most personal connections to customers today
Sources: eMarketer

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Operations
P I L L A R 0 3

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BigC Partner Providers:
BigC ERP Partners:
3. Operations
The OMNI Imperative
Listings / Inventory and Order Management Systems
◿ Inventory visibility is arguably one of the most important aspects of omnichannel
inventory management. An efficient, end-to-end omni approach requires
connectivity
○ Listings solutions help optimize and publish product content from one channel to another
○ Inventory Management / Order Management help manage orders, inventory, shipments,
channel & 3PL integrations, and reporting. Ensure products listed on the channels are 1) available
to sell 2) meet delivery commitments on the channel (eg. 2-day shipping)
ERPs
◿ ERPs combine a number of these back-office operations into one software solution
and can offer organizations even greater back-office efficiencies

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Fulﬁllment
P I L L A R 0 4

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BigC Shipping &
Fulfillment Partners:
4. Fulfillment
The OMNI Imperative
Shipping demands are highest on a marketplace. Shoppers expect to
clearly see what’s in stock, expected delivery date and price.
Third Party Logistics (3PLs)
◿ Amazon can fulfill its 2-day promise because they inventory is close to the shopper.
70%+ orders reach a shopper, via ground, in <1 day*
◿ Modern 3PLs, like Deliverr, ShipBob, or Amazon FBA / MCF allow merchants to store
inventory close to your shoppers.
Resulting in higher profitability / higher sales / happier customers
Marketplace Fulfillment
◿ “2 Day Badge” on a marketplace, results in 20+% higher sales
(and is a requirement for the Amazon Buy Box!)
◿ Merchants using Deliverr have the 2Day Badge on most marketplaces
Source: LINK

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01
03
Sell everywhere your customers are
to boost acquisition and revenue.
Deﬁne your Channel Strategy.
Newer channels can deliver outsized ROI.
The lines between sales and marketing channels are blurring.
Ensure you have GOOD DATA, going to all the channels
to increase ROAS, GMV, and organic discoverability.
An integrated tech stack is key for
customer experience and smooth operations.
Pre-integrated solutions to increase speed to market.
02
03
The Logistics promise needs to be surfaced on the Channel.
Merchants must surface operations data (eg. 2-day shipping,
BOPIS options) on the Sales Channels to drive increased ROAS / GMV.
04
Four Takeaways
for Unlocking
Omnichannel
Opportunity
The OMNI Imperative

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OMNICHANNEL OPPORTUNITY ASSESSMENT - Get in Touch!
STEP
1
Full inventory analysis of existing infrastructure/technology architecture, tech and agency
partners, growth plans and resourcing.
CURRENT STATE
AUDIT
STEP
2
Focused, prescriptive assessment of current state maturity in key
omnichannel success areas to assist with internal level setting.
DEVELOPMENT
SCORECARD
STEP
3 Comprehensive near/medium/long term strategic
planning analysis to inform and frame next step
opportunities around TTV, TCO, ROI, etc.
ACTION PLAN

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2021 Omnichannel Guide
◿ Download the Omnichannel guide.
◿ Get in touch with our team to discuss:
● OMNI Strategy
○ sharon.gee@bigcommerce.com
● OMNI Merchant Strategy Consults
○ aaron.gellhaus@bigcommerce.com
Get in touch
Get Involved
http://bit.ly/BC-omni-guide
Download the Omnichannel Guide

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Omnichannel Growth Strategies

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