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Any Other Business: 23 September 2022
Anna Thompson
Anna Thompson
Discover content team
3 min read
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THIS WEEK’S AOB LOOKS AT THE LATEST E-COMMERCE NEWS FROM AROUND THE WORLD, INCLUDING THE START-UP HELPING E-TAILERS RECOVER ABANDONED CARTS, AND HOW TOMATO KETCHUP IS AT THE CENTER OF A SUSTAINABLE FASHION MOVEMENT.

Tired of abandoned carts? CartBoss has the answer

Following substantial growth, abandoned cart messaging platform CartBoss1 is gearing up to release new features. The Slovenian start-up helps online retailers recover abandoned carts and send post-purchase offers to customers, through automated text messages.

The company offers pre-prepared, tested and optimized text message templates for the best conversions. “We researched the idea of using text messages as a way of getting in touch with the people who abandoned their shopping carts and found statistics that were just unimaginable compared to emails,” explained founder, Tadej Bogataj2. “Text messages have an open rate of 93% within the first three minutes of receiving them and an overall open rate of 99%. We knew this was the way to go.”

With its plugin and API, users can seamlessly connect the solution to their online stores – something over 500 customers have chosen to do since its launch in 2021. Furthermore, the solution automatically detects the local language of the recipients and translates it accordingly.

Further planned features include review and newsletter text messages.

Budget-conscious consumers dive into research

With global inflation continuing to bite, The Drum’s Evolution of E-commerce Deep Dive3 has examined how it will influence consumer trends over the next year.  

Perhaps unsurprisingly, shoppers are expected to spend more time researching products before buying in order to get the best deal possible. “Brands that emphasize their marketing investments on searchable content that demonstrates consumer value will prevail,” Jacquelyn Baker, chief experience officer at VMLY&R Commerce told The Drum4.

Furthermore, Baker says consumers will be hypersensitive to shipping costs and delivery fees – meaning brands should work to minimize these for customers.  

With Christmas just around the corner, and nearly 9 in 10 consumers saying inflation will affect their 2022 holiday shopping5, discover how your business can still attract customers through its online doors.  

New Shopify tool helps sellers improve global impact

Leading e-commerce platform Shopify has launched a localization tool for merchants selling to cross-border customers. Translate & Adapt6 will work in tandem with Shopify Markets, its international selling platform, to quickly and accurately localize the customer journey. Key features of the new app include translation of the store into the local language, and customization of content per market, such as shipping terms and product descriptions.

Currently, over 175,00 Shopify merchants across the world use Markets to launch their international businesses, prompting the need for a dedicated translation tool. “We know that creating a seamless customer journey has real business impact: translating content increases GMV by 13% from buyers who see that localized content,” a statement from the company said7.

Customers want green delivery options – for free

Eco-conscious consumers are becoming increasingly mindful of the impact of their online shopping habits. According to a global survey by software supplier Descartes Systems Group8, 50% of consumers said they are interested in sustainable delivery – including click-and-collect options and combined delivery of multiple orders.

Perhaps most surprisingly, 54% of respondents said they would even be willing to wait longer for an order if it is from a sustainable seller – an opportunity many retailers are missing, said Chris Jones, EVP of Industry and Services at Descartes9. “The mistake that many retailers are making is viewing home delivery sustainability as yet another challenge from the consumer instead of an opportunity to capture market share, reduce delivery costs and help the environment […] Many consumers prefer to buy more from those retailers with superior sustainable delivery practices and to take eco-friendly delivery options that reduce environmental impact and delivery costs at the same time.”  

In contrast, only 1 in 5 survey respondents said they are prepared to pay extra for green delivery, with free shipping remaining a leading incentive for even the most eco-friendly customers.

And finally…

Next time you spill ketchup on your clothes, know that you are in fashion. Heinz has partnered with online thrift store thredUP to create a line of upcycled apparel, each with its own unique tomato sauce stain “logo”.  

The HEINZ Vintage Drip10 collection highlights the importance of sustainable consumption; upcycling or repairing damaged items instead of throwing them away. “We saw an opportunity to view the stain we've been leaving on clothes as another iconic brand symbol and change the narrative from a stain to a statement," said Alyssa Cicero, brand communications manager at Heinz11.

Fashionistas can get their hands on one of the collection’s 157 second-hand streetwear and designer pieces via thredUP’s e-commerce website. 

1 - CartBoss

2 - Tadej Bogataj, WPFounders, December 2021

3 - Evolution of E-commerce, The Drum, September 2022

4 - Jacquelyn Baker, The Drum, September 2022

5 - Numerator, 2022

6 - Translate & Adapt, Shopify, September 2020

7 -  Shopify, September 2020

8 - Descartes survey, Supply Chain Dive, September 2022

9 - Chris Jones, Supply Chain Dive, September 2022

10 - Heinz x ThredUp, Canvas8, September 2022

11 - Alyssa Cicero, Canvas8, September 2022