By every indicator available, ecommerce is continuing to grow at an insane speed. Although it may seem impossible to imagine with ecommerce already totaling up to 5% of overall commerce, there’s astronomical growth still to come.
Still, I’m heartbroken that some the simplest elements of ecommerce stink so much.
It is 2018—why are there still light gray below-the-fold add to cart buttons?
There are numerous subtle issues as well. One strategic issue is illustrated by Timbuk2.
Timbuk2 pays a huge margin to its resellers to sell their messenger bags. These resellers, in turn, give a bigger cut to Amazon, who then sells the Timbuk2 bag for 30% off. Yet, when I want to pay full price on www.timbuk2.com, I have to buy a minimum of $99 to get free shipping!
I understand channel conflict, Timbuk2, but this is just plain not being hungry. You could win bigger by cultivating higher more profitable direct relationships, especially when the old world order of commerce is collapsing all around you.
And I’m ignoring the extremely light gray font reviews…on a shade grayer background!
(I really want to buy the Closer Laptop bag. The small one in Jet Black looks cool. I refused to buy it because I don’t want to reward a lack of ecommerce imagination. I am one person, I know it is not going to really hurt them, but I don’t know how else to protest a brand I love.)
Pause. Deep breath.
I do get excited about this stuff. My heart bleeds digital.
There is an ocean of opportunities when it comes to elevating ecommerce. In this post, I want to focus my passion and zero in on something that is difficult to