Common Pains of eCommerce Migration

How to handle e-commerce migration for best results

E-commerce as a B2B sales channel? That’s a no-brainer. A more difficult question is how and when to migrate to a new, more powerful and more flexible e-commerce platform. Waiting too long causes missed opportunities and holds back your business. Trying to make a giant leap and migrate all at once could have the same effect if your migration takes too long. The solution to this paradox is to handle your e-commerce migration step by step. This way, you will quickly obtain the benefits you were looking for.

Issues with your current B2B e-commerce platform

Most of the time, an e-commerce migration project is not initialized with the benefits in mind. More often than not, the B2B company has issues with the existing platform. For example, the current e-commerce platform reached its boundaries: it cannot be adapted to the evolving needs of the company in terms of increased capacity, new integrations or features. Ultimately, the old platform becomes very time consuming and too expensive to maintain.

Define your project scope and priorities

If you don’t want your company to lag behind, this is definitely a situation where you should not postpone your e-commerce migration. No need to feel overwhelmed – by defining your project scope, setting realistic targets and priorities, and tackling your replatforming in stages, it becomes much easier to handle and manage.

E-commerce in the cloud

Carefully planning your e-commerce migration is one of the basics for success. However, always keep in mind what triggered your migration in the first place – probably the need for an up-to-date, powerful and flexible B2B e-commerce platform. If you want to avoid upfront investment in IT capacity that you may not need for years, then a cloud-based e-commerce solution is the way to go. An e-commerce platform in the cloud will save your company a significant amount of IT budget on hardware, software and maintenance. As you only pay for what you use, cloud-based e-commerce offers perfect scalability and creates more time and budget for projects with real business impact.

The customer comes first

Don’t forget that e-commerce is all about customer service. First and foremost, your customers need to be able to find you easily online. It is always a good idea to involve SEO specialists, internally or externally, from the planning stage to ensure your e-commerce website remains SEO-friendly after the migration. Use all available tools to check your website and monitor statistics but prioritize the customer experience over the search engine rankings.

Gather feedback from stakeholders

You can focus even more on customer-friendliness by gathering feedback from your sales team and key customers. You can even provide beta-versions for testing by some of your key customers before officially launching your new website to the public. This way, you can start with a stable system that meets the expectations right from the start, instead of having to deal with a lot of requests and growing pains after the go-live.

Gradual migration

The same approach can be followed on the technical side. Ask your e-commerce partner to migrate gradually, with the old and the new system working in parallel. This will give you the opportunity to thoroughly monitor and compare them at every step. An experienced e-commerce partner will guide you through this whole process and will help you reach new levels of efficiency and customer centricity.

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Ilse Lauwens
linkedin icon Director Marketing