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Performance Commerce Video Series: Optimizing E-commerce for the Middle Market

Four thought leaders from Smith Commerce describe what middle-market leaders should know to optimize e-commerce outcomes.

Enabling e-commerce has become table stakes for many businesses, especially in a post-COVID world. What’s left is for middle-market operators to figure out how to develop e-commerce strategies that yield exponential dividends. This is Smith Commerce’s area of expertise. In this GrowthTV video series, four thought leaders describe what middle-market leaders should know to optimize e-commerce outcomes.

To kick off the series, Rob Miller, Smith Commerce’s customer growth officer, explains how to avoid common pitfalls in e-commerce. Continue the rest of the series below.


This video series is brought to you by Smith Commerce, a digital commerce agency that helps companies optimize the people, processes and technologies to deliver a frictionless buying journey for customers and better business outcomes.


Part 2: Why Customer Experience Should Be Central

Many business leaders may take a technology-first approach to e-commerce. Mark Rosal, executive creative director at Smith Commerce, makes the case that it’s equally important to factor in customer experience. In part two of the Performance Commerce video series, Rosal shares three strategies a brand can use to meet and exceed customer expectations.


Part 3: Choosing a Commerce Platform

When looking for an e-commerce technology solution, Ryan Heusinkveld, chief delivery and technology officer at Smith Commerce, says the goal is to create the same value online that customers get from face-to-face interactions. In part three of the Performance Commerce video series, Heusinkveld explains what to look for in a commerce platform that goes beyond simply transacting online.


Part 4: Developing Strategies for Sales Efficiency

In a more digital post-pandemic world, sales teams are faced with meeting high customer expectations using technology. It’s a challenge with a distinct silver lining, says Liz Duggan, senior vice president for Commerce and Industry Solutions at Smith Commerce. In the final part of the Performance Commerce series, Duggan describes how teams can use digital solutions to optimize sales operations and satisfy customers.