E-commerce and Content Management Systems have traditionally been segregated platforms with different processes and focus. As a result, many brands and businesses today suffer from ‘Two-Site Syndrome,’ where their “discover” and “explore” phases of the customer journey are disconnected from the “buy” phase, leading to a fractured digital experience.
Today, the desire for truly consistent omnichannel experiences has rendered the “old way” of creating content for a single channel futile. Serving integrated, evolved, and consistent content to commerce experiences to win the love, loyalty, and wallet share of the digitally-distracted consumer has become the new holy grail. This lofty aim calls for successful integration of e-commerce and content management platforms.