Class of 2021 Stepping into the Future of Ecommerce: A Recap

Most will probably agree this is a fair representation of 2020:

Thankfully, 2021 is in sight. At SD, we’ve already left 2020 behind and are looking to the future. A few weeks ago we put together a Masterclass with some of our partners at Adobe, Klaviyo, Bolt, and Yotpo and we virtually graduated into a commerce-first world. For those of you that weren’t able to join us live – have no fear! Over the next week we’ll be recapping some of the things we learned in two posts or you can download the whole commencement experience here.

The Class of 2021 event kicked off with a special session from Worth Darling, Director of Retail Innovation at Vans. He shared insights around brick and mortar stores and their connection to commerce within brands. Worth began his discussion by sharing this quote: “By 2040, 95% of all purchases will be done via commerce (NASDAQ).” – Retail Reset Report, The Future Collective.

To quote Worth’s response to this, “We are on this journey, this inevitable journey to a digital commerce dominated marketplace.” We couldn’t agree with you more Worth; and that’s why we are here to help everyone create exceptional commerce experiences. Worth and Phillip continued to discuss trends, insights, challenges, loyalty, and much more together. Don’t miss out and download it here.

The stage was then passed to our second professor, Joe McCarthy, Director of Performance Marketing at Klaviyo. Klaviyo is an email marketing platform created for online businesses — featuring powerful email and SMS marketing automation. Joe walked us through relationships and how to harness the relationships we’ve built and continue to build to drive more revenue in 2021. Joe shared some amazing insights from data Klaviyo has collected and reviewed over the past year.

Joe taught us all a very important lesson; there has never been a greater opportunity to build relationships. How can we capitalize on this opportunity? Listen to Joe’s session for all his tips here.

Joe the passed the torch to our great partners at Adobe, Jess Goulart and Tory Brunker who shared how you can modernize your commerce growth. Jess and Tory talked about the impact 2020 has had on retail and reviewed some key trends they’re seeing to help you connect with consumers and drive digital growth.

Plan for the future with help from the tips and predictions Jess and Tory shared and some fun they had discussing Moroccanoil dry shampoo and Adobe Max with Phillip by downloading the session here.

Next up, Loren Kelley from Bolt Checkout took the stage to share trends in checkout. With nearly 13 years of experience, Loren walked us through great checkout/payment experiences, as well as the bad ones and how to avoid those mistakes.

To learn some best practices on how to avoid cart abandonment and how to optimize your checkout experience download the session video here.

After a short coffee break and a fun commerce poll – we got right back to it with one of Something Digital’s greatest, Caitlin Mekita! Caitlin is our Vice President of Strategic Engagement and works with her team to help grow our clients’ businesses. Who better to talk to our audience about planning strategically for 2021? To quote Caitlin, “We’re going to focus a little less on the ‘what’ you’re going to do to in 2021 and more on the ‘how’ you’re going to get it done.”

And that she did! Caitlin touched on how to create a great roadmap to see growth, from laying a foundation to executing those plans and measuring success. Check out her full session here.

With two more sessions left, Yotpo’s VP of Product Marketing Josh Enzer took the stage and discussed how evolutions in shopper behavior will shape commerce. Josh covered major shifts in commerce and the top 3 changes for the new year. He covered where we were, where we are, and where we are heading.

By identifying the shifts in commerce today and the changes for 2021, Josh helped us prepare for the future of commerce and ask the question, “In a world where millions of businesses are competing for your customers’ attention, how do you win?” Check out his full session by downloading it here.

To close out commencement, our host Phillip Jackson came back to the stage and was joined by the amazing CEO and founder of personalized boutique agency Proof the Future that provides one-to-one digital and brand strategy, Ingrid Milman Cordy (and her super cute furry co-speaker .)

Ingrid spoke with Phillip about how to choose an agency, when it’s the right time to do so, when to rely on help from outside your organization or to build a team inside the brand. Check out Phillip and Ingrid’s full discussion here!

It was a few hours overflowing with great discussion, questions posed, data, tips, predictions, and some pretty great jokes. Be sure to check out all the sessions for a more detailed look at the takeaways from the event and join the Class of 2021. Download the full commencement experience here.

Still have questions or looking for help to strategically plan for 2021? Reach out to us and let us be your partner in growth!

Eda Gumusay

Eda was bit by the travel bug long ago so when she’s not at SD she’s probably out exploring a new place. When she’s not adventuring, Eda is a huge foodie and loves trying new things!