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Recipes for e-commerce success

The food and beverage industry has gone through one of the most rapid transformations. Even categories like alcohol and perishable foods, despite the logistical challenges, have seen increases in online sales. And yet, there’s still more opportunity for growth. 

To support brands in reaching their e-commerce goals, we’ve developed a cookbook that explores critical strategies to elevate your business, key features to look for in your e-commerce technology, and success stories from BigCommerce merchants. 

Here’s a snapshot of what you’ll find in the full cookbook

Accelerating digitalisation

With so many potential customers, food and beverage brands must accelerate their digital transformation efforts. The first place to start is with your e-commerce strategy. Focus on who your customers are, their likes, and how they behave online. This will help you determine what type of tech stack – the combination of technologies necessary to build, run and improve an online store – you’ll need.

“It’s a common misconception that only IT and marketing teams need to take part in a digital transformation because whatever you are going to put in place will have an impact on all your company stakeholders by requiring changes to processes and the adoption of new systems,” explained Roxana Bolobita, manager, enterprise implementation EMEA at BigCommerce.

Reducing complexity

Selling online can be complex for food and beverage brands. One of the first elements of your tech stack you should assess is your e-commerce platform. Our advice is to look at the price-performance ratio of each platform on the market and compare it with a detailed list of your specific requirements. Additionally, look into back-office systems to automate manual processes. 

Improving the user experience

In the commerce world, it’s all about improving your customer experience. And a great option for many brands is to take a headless approach. An example of headless commerce in action is HelloMamma!, the direct-to-consumer branch of Mammafiore, a Spanish B2B distributor of Italian gastronomy products. Working with creative agency Digital You, the brand chose the headless route in order to build unique online experiences that mimic those of grocery shopping in-store.

Selling B2B online

Now, more than ever, investing in B2B e-commerce is one of the best ways to expand your audience and boost your online sales. Manoj Panchalingam, director, sales engineering EMEA at BigCommerce, offers these tips for selling B2B online.

“Align your e-commerce solution capabilities with your sales processes. You might need to manage a corporate account, set up with multiple tiers of buyers who have specific roles and permissions, customer-specific price lists or order on behalf of your B2B customers. Look for a technology that can adapt to your business and integrate with mission-critical systems without extra cost and hassle. Thoroughly compare your options and request a demo before settling for one.”

Growing globally

It’s no surprise that many retailers are looking for ways to expand globally. And as consumers continue to seek out global brands, international expansion will no longer be a choice, but a necessity.

Lyre’s Spirit Co, a producer of non-alcoholic spirits, launched in 2019 and quickly became a multi-country, multi-language and multi-currency business. In fact, Lyre’s currently sells in more than 60 countries across multiple channels, including direct-to-consumer via their site.

Under the recommendation of its development agency Moustache Republic, the brand chose BigCommerce. Using a mix of native features and third-party applications, Lyre’s has been able to improve customer acquisitions, support multi-language translation, create a personalised user experience and keep up with operational demand and compliance.

To learn more, download your free copy of our e-commerce cookbook for food and beverage brands.