Thursday, March 21, 2019

How can CMS resolve eCommerce pain points?

by Kaushal Shah (writer), , May 15, 2017

eCommerce is at an exciting juncture, but online sellers have to deal with many modern challenges when selling online. Here's a guide on how merchants can tackle some of these problems.

Online commerce has seen an unprecedented growth in the past several years. This has led to the meteoric rise of eCommerce websites and vendors. The eCommerce industry is at a very exciting and interesting juncture. Marketing and promoting the online store well is also quite essential and a top priority for eCommerce strategists. It is every business’s dream to build a successful, secure and fast web store that attracts traffic and converts easily. But there are many technical, logistical and administrative challenges that hinder the growth of online stores. However, reliable technology such as Drupal Commerce can help mitigate some of these challenges. Here’s a walk-through to the common pain points and their resolution.

1. Application integration challenges:

As a standalone eCommerce store, your technology may work wonderfully. But it is 2017 and you need a solution that integrates well with other enterprise apps like your CRM, SharePoint , and SAP etc. Managing two, three or multiple data sets can be a veritable nightmare for store owners. This leads to a lot of manual work, redundant work and expensive workforce hours. Data interoperability and analytics can boost productivity and glean business insights that help your venture perform better. Your eCommerce solution must be able to ‘talk’ with other applications to ensure a seamless workflow.

2. Omni-channel user experience:

Online commerce takes place on a variety of devices and platforms and omni channel strategy is no longer a choice but an essential. Most shoppers use their mobile phones/tablets to research products, browse competitors, compare products and add them to their carts or shop instantly. At the very least, you need a responsive solution that works across devices. Drupal Commerce has the advantage of thousands of free themes that are responsive and a large developer community that keeps adding to this database. Responsive web design uses proportion-based grids, adaptable images and CSS3 media queries so that the website is readily available from devices.

3. Payments and checkout:

Business reputation and repeat customers are based on the security and ease of online payments. The online payment getaway and shopping cart modules need to be unassailable because they hold valuable personal information that has potential to wreak havoc. Customer loyalty and trust are invaluable for your business, and this is one of the most nagging concerns for anyone building an eCommerce solution. Drupal Commerce provides a wide range of modules for online payments, currency conversion, creating shopping carts, invoicing and receipts. It also supports integration of your online store with two of the largest eCommerce websites – Amazon and eBay.

4. SEO and CRO:

Google’s algorithm changes make SEO – one of the most challenging aspects of selling online. Any serious eCommerce solution needs to have a robust CMS as the platform for content marketing and continued success. Drupal Commerce module is built from the ground up to integrate with Drupal core. Drupal Commerce excludes guesswork by creating a functional to-do list of modules and pending tasks. Drupal’s integrated CMS helps in SEO and Conversion Rate Optimization (CRO) with detailed website analytics that reflect the customer’s journey.

5. Measurement and reporting:

Analytics and reporting tools help track website performance and understand consumer behavior. Right from standard measurement factors such as traffic, unique site visits, referrals, to data on sales revenue and predictive shopping analysis, some of the best eCommerce vendors will provide advanced analytics and reporting. In the absence of sophisticated measurement, businesses miss out on critical information like customer profiles, bespoke reports, and dashboards, pre-built reporting, sales and revenue data and site performance. Drupal’s analytics tools enable you to see visitor traffic, conversion data and statistics related to order value and frequency.


Merchants in the online era are only too aware that the success of their venture is closely tied with the technology they use. A platform that has a CMS at its core and provides optimized performance - is well-suited for the present needs. You can partner with an experienced CMS development company like Rishabh Software to run an audit of your existing store before you rebuild.

Have you faced any specific challenges while building your webstore that were resolved with the help of technology?

We would like to hear your views in the comments section.

About the Writer

Kaushal Shah is a writer for BrooWaha. For more information, visit the writer's website.
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