Four Ways to Easily Upgrade Your Customer Experience

Four Ways to Easily Upgrade Your Customer Experience

Thanks to a global boom that shot eCommerce 10 years into the future, companies around the world are quickly adapting to the new normal. In an ocean of different brands from consumer goods to luxury products and more, all investing in strengthening their eCommerce operations, how does a merchant differentiate themselves from the competition?


“Some B2Bs are poised to adapt and take advantage of investments they have made in eCommerce and digital marketing. However, many B2Bs are going to be caught flat-footed, having delayed investments in the past or shying away from eCommerce due to internal channel conflict. The time to act is now.”Brian Walker, CSO at BloomReach


Your online shopping experience is your business’ most valuable asset. According to PWC’s research, 73% of customers said that shopping experience is a decision-making factor for them. Another study showed that most buyers believe new technologies improve the purchasing process, on and offline.

We interviewed experts from Redstage, BigCommerce, and Threekit to discover how online merchants can upgrade their customer experience and stand out in a hyper-competitive marketplace. Watch the video interview here.



Meghan Stabler

Meghan Stabler

VP of Global Product Marketing, BigCommerce

With 20 years of experience in product marketing, Meghan leads Global Product Marketing and Communications for the multinational SaaS juggernaut, BigCommerce.

Christopher Yin

Christopher Yin

Global Creative Director, Fulcrum Digital and Redstage

Since creating award-winning online experiences for Fortune 500’s like Crayola, Pfizer, and Macy’s, Christopher helps ensure Redstage’s customers get the same treatment.

Marc Uible

Marc Uible

VP of Marketing, Threekit

Marc has spent the last decade doing marketing for PayPal and being an entrepreneur, helping companies customize products in 3D, Augmented Reality, and Virtual Photography.




1. 3D Product Models



Online product experiences are changing. In an ecosystem that prohibits shoppers from going to physical stores (not to mention physical product demos), 3D interactive product models are a must. In 2016, the average customer expected to view 3 pictures of a product before purchasing. By 2019, that number rose to 8. In 2025, it could be 20…

Marc Uible poses the question:


“Are you prepared to show your customers 10, 20, even 50 images of a single product? Or could you offer a 3D rendering of a product that can be viewed from every imaginable angle and even placed in a [physical] space?” 

Marc Uible


The latter is a frictionless way of providing your customers with the confidence they need to purchase. This is where Augmented Reality comes in.

Imagine you are shopping for a stove on an online appliances marketplace. You don’t know exactly how much space you have, but you know the color and finish you want it to be. What kind of shopping experience do you need to experience to ensure that a stove matches your criteria? Check it out:



Stove Range

We designed this sample model of an AR stove range to show retailers and manufacturers how popular appliances and machinery can be viewed in a home or business setting from anywhere.

📲 Point your smartphone camera at the QR code to try it out, wherever you are!



The above 3D model provides shoppers with a way to examine every inch of the product. Unique experiences such as this one provide your customers with not only the confidence to purchase, but the confidence to continue to purchase knowing your online shopping experience is a better one than most.


“77% of customers have chosen, recommended, or paid more for a brand that provides a unique or personalized service or experience. Why? Because you’re creating something that feels unique to me. Like I’m in the store or demo, holding the product.”

Meghan Stabler


Further, providing interactive 3D renderings for customers to see can help retain customers and cultivate ongoing relationships. Utilizing 3D renderings is great for: 


  • Upselling: If extra parts or accessories are available, showing them in tandem with your products so customers can see how and why they should be bought together. Giving customers confidence that you are providing the best service and products keeps them with your brand for life. 
  • Limiting mistakes: When anyone can see what a product looks likes, how it fits in their space, and the parts needed for it there are less mis-orders or mistakes in purchasing. 
  • Service: Make servicing and ordering of new machine parts much easier for customers by utilizing a blown up 3D model that allows them to visualize the part(s) that need servicing.  


“Customers are not only going to want these experiences but soon will come to expect that you have them. They will become the standard in eCommerce. If you want to compete with Amazon, you have to provide the same if not better shopping experiences.”

Christopher Yin


In conclusion, the main goal of your eCommerce store should be to make customers confident they are making the right decision in their purchase. With 3D models, you can do just that and more. 




2. SaaS eCommerce Platforms for B2B


Saas eCommerce Platforms for B2B


One of the biggest changes to the B2B buying market has been the change in the buyer demographics. Millennials, the age group of 18-34, are steadily becoming more and more of a percentage of the workforce worldwide. Specifically, becoming B2B buyers and decision-makers more often. In the age of Amazon, this age group is used to and expects great online shopping experiences now. .An eCommerce platform makes making these improvements less complex.


As millennials come up in the workforce and start to have buyer decision making power, they’re starting to say: Hey, I’m on Amazon, TikTok, and YouTube all day, spending a majority of my day online. Can I buy this $50,000 machine that I need for my job online as well? You know, as a purchaser, can I buy it online and can I buy it seamlessly? That’s starting to be a real question in the B2B landscape, it’s pretty clear.” 

Marc Uible


68% of buyers do not want to talk to a sales rep as their first touchpoint,” says Marc Uible, sourced from this Digital Commerce 360 article. “They want to know for a fact, does this company sell what I need and can I be confident it’s what I’m looking for…” the easiest way to do that is with an eCommerce store.


SaaS, or Software as a Solution, eCommerce platforms are in-the-cloud solutions that are automatically updated and maintained by the platform themselves. BigCommerce, for example, is a SaaS eCommerce platform that is utilized by both B2B and B2C enterprises like Avery Dennison, Ben and Jerry’s, and SC Johnson for their eCommerce operations. 


“In the B2B world, [millennials] experiences and expectations are still of the B2C world. So, we have to adopt the technologies of the B2C [industry] to enable our B2B buyers. B2B businesses are also beginning to expand their operations and their ability to sell direct to consumers as well. That’s where the experiences are going to delight.”  

Meghan Stabler


SaaS platforms are the perfect tool for B2B companies to go direct-to-consumer. A platform like BigCommerce can help implement a wide array of feature sets.

Nationwide distributor The Binding Source launched a direct-to-consumer eCommerce operation on BigCommerce and saw the difference within a month, with conversion rate boosts of 170% and a boost to their transaction volume of 33%. Utilizing the SaaS platform’s out-of-the-box B2B features, such as custom product filters and advanced shipping options, allowed the Binding Source to launch a feature-rich store that is still easy to maintain and customize.


Redstage’s mission is to help create digital leaders in eCommerce across industries. We help manufacturers and distributors like The Binding Source sell more and give customers a better online shopping experience.” 

Christopher Yin



3. Virtual Photography


Virtual Photography eCommerce B2B

Visualizing products with multiple customization options can be tricky and expensive. Hours and hours of expensive photography and editing work can be saved by utilizing what’s being called Virtual Photography.

A Virtual Photographer can take a product rendering online and apply all the different customization options to it through CGI and 3D modeling. This saves the time and expense needed for major professional photography by allowing one product file to be customized in an endless amount of ways.


“Virtual photography is our ability to take all of those configurations, all of those 3D models, and actually render those out into photorealistic 2D imagery. We created 3 million images for Crate & Barrel in under a month without physical photography, but 3D modeling. So it’s just that amazing, sort of, high-fidelity visual that you can get at a massive scale.” 

Marc Uible



Virtual Photography Demo for


Customers have produced an 80% reduction in online returns and a 20% higher order value on average when Virtual Photography and 3D models are utilized. Why?

In apparel and furniture type applications, textures and fabrics are extremely important in helping customers understand and gain confidence in your product. These photo-realistic 3D models can represent the products more precisely than simple 2D images, thus ensuring customers understand the product they’re getting. 



4. Augmented Reality for B2B and B2C


In Home Retail Augmented Reality


3D and photo-realistic models aren’t the only implementations into your product pages that can upgrade your shopping experience. Utilizing Augmented Reality to allow customers to place and view your products in their homes is crucial in a post-COVID eCommerce world. Shoppers in today’s ecosystem are raving about AR, especially in fashion, consumer goods, and even trading cards? The numbers speak for themselves:


  • 61% of shoppers said they’d prefer to shop at stores that offer AR 
  • 71% of shoppers would shop at a retailer more often if they offered AR
  • 40% of shoppers said they’d be willing to pay more for a product if they could experience it in AR 


Taking 3D models further with Augmented Reality is a powerful way to ensure customers can see the products on them or in their space, like furniture or fashionwear, limiting returns and refunds and increasing customer retention. Retailers have reported that customers who used AR on their sites were 11x more likely to purchase than customers who did not.


The current value of the AR market right now stands at $3.5 billion and is forecast to hit $70 to $75 billion by 2023. Especially AR, in this post-COVID world, has the unique ability to engage your customers like never before. Customers can now virtually experience the look and feel of a product that traditional photographs just can’t match, and differentiates from competitors leaning on photos.”

Christopher Yin


In the B2B space, manufacturers and distributors are implementing AR features online and wearables offline to massively increase productivity and efficiency in warehouses. Companies like DHL and and General Electric Renewables are implementing AR overlays on assembly lines and in fulfillment centers. They’re seeing huge boosts, like a 34% improvement in assembly time and a 25% increase in efficiency after implementation.


B2B AR Planning


AR can also be used to share product proofs and machinery details more quickly and easily to buyers and decision-makers at client companies. If you need consistent feedback from prospects, sending them AR proofs in the form of QR codes makes getting revisions and confirmation from multiple parties faster and gives them all the confidence to close on the decision.



“What we’ve seen is even when you’re buying a super complex piece of machinery, a QR code to that exact piece of machinery can be sent to your decision-makers and throughout an organization to get threaded into that organization. People see something in AR and say ‘Wow, I can actually see this million-dollar machine in my space, and it works!’ It really drives engagement and confidence in your buyers.” 

Marc Uible



What to do now…


These four commerce upgrading technologies are changing the way customers are experiencing products online. The more confidence your customers have in your products the more likely they are to buy and continue to buy. It is 5x cheaper to retain a customer than it is to gain a new one and providing the best shopping experiences is the number 1 way to retain customers. How do you provide today’s buyers with stunning shopping experiences? Allow them to experience your products in new ways!


3D models, Virtual Photography, Augmented Reality and open SaaS platforms are changing eCommerce just as COVID is, and the trends are continuously moving further and further, so don’t get left behind! If you’re stuck, contact an eCommerce consultant today and receive a free 1-on-1 demo of our 3D model and Augmented Reality capabilities.


You can view the video recording of our interview with Meghan, Marc, and Christopher here, with live demos and insights from Tony Lopez, Solutions Engineer at Threekit. Contact Redstage here to get a demo of any of the technologies mentioned above.


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Introducing our Partner of the Month: Relay Cloud!

Introducing our Partner of the Month: Relay Cloud!

In our industry, the creation of solid, valuable, and lasting partnerships is critical to our success. At Redstage, we relish the work we do with our partners, especially those that go above and beyond. This month, we want to highlight the incredible work of the Relay Cloud team and thank them for joining our partner ecosystem and family. We partnered up this year to help merchants connect the customer journey on-site to a comprehensive post-purchase solution. Learn more about Relay Cloud’s software and the work they do to optimize your post-checkout experience here.


“Redstage provides development & strategic consulting as it relates to your competitive advantage selling online. Relay Cloud automates the post-purchase journey for brands as it relates to shipment notifications, return automation, & connecting siloed technology. The harmony of the partnership complements the on-site customer journey with a comprehensive post-purchase solution. Keeping your customers engaged & satisfied is our mission.”James Denker, Director of Partnerships at Relay Cloud


What is Relay Cloud and why is it critical to eCommerce?


relay cloud returns automation efficiency productivity


Relay Cloud is a post-checkout solution that allows merchants to automate shipping and returns processes to empower customer success. 92% of consumers said they would shop again at a store that provided easy returns. We listened to our customers, and we created Relay Cloud to empower customer service with the tools they need to succeed. Relay Cloud connects to email platforms such as Klaviyo to increase opt-ins, improve deliverability, & increase engagement with your customers. Extend customer lifetime value with Relay Cloud! 


Before using Relay Cloud, many merchants leaned on customer success & the customers to initiate. Not only were the teams taking 100% of return inquiries, the technology did not speak to one another, creating a huge burden on Customer Service. Utilizing Relay Cloud decreases Customer Service inquiries, connects siloed technology, & saves critical revenue by offering store credit for returns automatically.


The Relay Cloud Difference


relay cloud etl connectors automation integration


Relay Cloud’s feature set maximizes the value of your customers post-checkout, increases efficiency, and productivity. Utilizing their Rules engine, merchants can customize and automate the returns process at the product level. Customize order tracking pages to continue your on-brand narrative, build your email opt-ins, add third-party product upsell recommendations, user-generated content & more! Relay’s ETL, or Extraction Transformation & Load, allows for data mapping to update orders seamlessly.


With month-to-month contracts and a white-glove onboarding process, Relay Cloud always works with the merchant to make sure they are getting the most out of the partnership. Their solution is easy to implement, taking an average of 30 days to do so, and is extremely user friendly. Even the least tech-savvy person on your team can utilize data automation with Relay Cloud.


Results and Success Stories


Catbird relay cloud custom landing page


Luxury Jeweler Catbird NYC implemented Relay’s software for its own post-checkout experience and saw huge boosts to efficiency, engagement, and a decrease in customer service inquiries.


  • 60% increased operations efficiency
  • 40% increased engagement on cross-sell campaigns
  • 35% decreased customer service inquiries

Catbird NYC’s customers were incredibly happy with the easier return process, automatic store credit retrieval, and custom shipping notifications provided by the software. Catbird’s employees clearly appreciated the increase in operations efficiency and a decrease in customer service inquiries. Overall, they are extremely happy with the value provided by Relay Cloud.


Learn More


To learn more about Relay Cloud, you can contact them here, or if you need assistance in implementing the solution with an agency, contact Redstage here. Thank you to the Relay Cloud team for your continued support!

If you’d like to be included in our 2021 State of eCommerce Report and get a free website usability assessment, you can fill out our short 5 question survey here.


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5 Ways M&D Companies Drive Efficiency & eCommerce with Augmented Reality

5 Ways M&D Companies Drive Efficiency & eCommerce with Augmented Reality

With Augmented Reality, manufacturers and distributors can increase:

  • speed of production by 30%
  • speed and accuracy of maintenance by 34% 
  • speed and efficiency of fulfillment by 25%

How are manufacturers and distributors dramatically improving efficiency? Augmented Reality applications for eCommerce allow B2Bs to streamline processes and drive incredible value for buyers. Get the full rundown below or watch the second half of our webinar here.


The AR Megatrend: Causes & Effects


COVID-19 forced a wave of digital transformation across industry sectors, accelerating the 10-year growth previously projected for the eCommerce market. As B2C companies raced to find new at-home buying experiences, B2B companies jumped on the bandwagon. Companies are realizing the dire need for digital technology.



2021 State of eCommerce Report

Answer 5 quick questions for our 2021 State of eCommerce Report to receive a free usability assessment from Redstage!

Learn More

Emphasizing this point, McKinsey’s “B2B Decision Maker Pulse” states your likelihood of being chosen as the primary supplier for a B2B company increases by 100% when you provide an “outstanding digital experience.” Seeking to meet “New Normal” buyer demands, manufacturers and distributors around the world began investing in 10 key areas, namely Augmented Reality.

Here are the top 5 ways M&D companies are using the technology, not only to increase value for buyers but for employees as well.


1. AR for Production


B2B AR Production


For the biggest B2B brands in the country, Augmented Reality is taking the production cycle to the next level. Shipping leader Cerasis determined that factory workers and engineers utilizing augmented reality in production can increase their accuracy and lower mistakes by up to 96%, and complete work up to 30% faster.

AR allows workers to see blueprints in eye view, shortening the time it takes for quality control. Leaving less room for human error and stopping mistakes before they ever happen. Workers can spot and eliminate defects in manufacturing by scanning products or production machinery from the factory floor or remotely.

Global Creative Director here at Redstage, Christopher Yin, had this to say:


“Cut the cost of creating one-off examples for showing customers by utilizing AR. Save money on printing, shipping, and returns while also saving the time wasted waiting for customer approval. Send customers AR [model] links to quickly review and approve orders, netting same-day results, and boosting your bottom line.”


2. AR for Maintenance


B2B AR Maintenance


Shutting down your entire production line to run maintenance on one of your machines can cause huge delays on the assembly line and in production. Household name General Electric Renewables utilized Augmented Reality in their maintenance processes at a wind turbine production plant.

AR allowed engineers to work on wiring on the turbines with an augmented overlay, helping GE Renewables improve assembly time by 34%. They accomplished this by using AR to overlay correct wiring conditions over the current project. Technicians at GER are also using voice recognition to identify wiring and determine correct placements, limiting mistakes and potentially harmful accidents.

Engineers can scan over machinery using AR and view necessary information directly in their eye view. From last maintenance date to specific areas there may be a malfunction, augmented reality is keeping engineers safely out of harm’s way while also massively reducing maintenance time.


3. AR for Planning


B2B AR Planning


For sellers of large machinery like assembly lines or presses, the best way to ensure you have the space planned out correctly is to see the machine through an augmented reality lens. In a scientific research report titled, Virtual Planning, Control, and Machining for a Modular-Based Automated Factory Operation in an Augmented Reality Environment, researcher Yun Suen Pai and colleagues outline the importance of minimal friction and misplacement between machinery in a large production area.

According to the report, “AR was used to aid the planning process of manufacturing systems with the key advantage of modeling 3D objects in the actual factory. By using AR as a form of user interface, any user will be able to freely manipulate the overall layout design on a table-top, which is extremely user-friendly.”

In other words, place the machine virtually in the space you have for it beforehand, without the hassle of measurements or human error. Plan for your warehouse move or upgrade with AR before you do it, and limit headaches if there is a mishap. Hololens by Microsoft is even allowing remote teams to get a hands-free view of factories and warehouses, giving managers the freedom of focusing on their plans.


4. AR for Virtual Product Models


AR B2B Model


Jon Wade, Head of Augmented Reality and VR at Shopify, shed some light on the thoughts of buyers when viewing products in 3D. He said that “…when visitors viewed a product in AR before making a purchase, they were 65% more likely to complete that purchase.”

We’ve also designed AR experiences that allow DTC appliance companies to show off their appliances, like coffee machines and stoves, to buyers from the comfort of their own home. The same way manufacturers would plan where machinery would go in a large production warehouse or factory, homeowners want to plan where a new stove or coffee machine will go in their kitchen before buying. View a new appliance in 3D, place it on your counter, move it around and make sure your buyers are confident in their purchase to avoid buyer’s remorse and increase satisfaction.


Stove Range

We designed this sample model of an AR stove range to show retailers and manufacturers how popular appliances and machinery can be viewed in a home or business setting from anywhere.

📲 Point your smartphone camera at the QR code to try it out, wherever you are!



This is the same for B2B buyers as well. Whether you’re selling large industrial appliances to restaurant chains or construction equipment to job sites, utilizing 3D models and Augmented reality for your products can give your customers confidence in their purchase. 


5. AR for Supply Chain and Logistics


B2B AR Logistics Shipping Supply Chain


Distribution juggernaut DHL is making a staggering $300 million investment in AR technology, accelerating their investment in AR and other technologies. DHL Supply Chain North America CEO Scott Sureddin said, “This investment is about a holistic view of emerging technologies that enable our customers to achieve their growth and profitability goals… Therefore, it is important that our customers can benefit from our experiences and expertise with a variety of emerging technologies.”

DHL successfully carried out a project testing smart glasses and Augmented Reality in one of their warehouses. The technology was used to implement ‘vision picking’ in warehousing operations. Their staff members were guided through the warehouse by graphics displayed on the smart glass to speed up the picking process and reduce errors. The project resulted in a 25% efficiency increase during the picking process.


The Fastest Way to Implement AR

Augmented Reality is growing in adoption from buyers and sellers alike. Don’t fall behind your competition, be the first in your space to implement AR in both your warehouses and online buying portals. Watch this on-demand webinar with our Creative Director Christopher Yin and Shopify’s Head of AR and VR Jon Wade for the full story, on how AR is changing eCommerce in B2C and B2B alike.




Schedule Your 1-on-1 Augmented Reality Demo

You’ve heard from our AR experts in this article, now connect with them to get a free personalized demo of what Augmented Reality can do for you!

Schedule a call with Anthony


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The Ultimate eCommerce Platform Comparison Guide

The Ultimate eCommerce Platform Comparison Guide

Choosing the Right eCommerce Platform


Whether you’re launching your company’s first direct-to-consumer brand or you’re an established player in the eCommerce space seeking new software to scale up, the most important decision you’ll make is choosing the right eCommerce platform.

…But which one should you pick?

Every platform has different bells and whistles, each with different facets and features. Some require customization while others need apps and integrations to get the job done. Some have low up-front costs, but if you’re not careful, total cost of ownership can increase quickly. In a world where eCommerce capabilities determine the future of top brands in retail and manufacturing alike, we aim to make the process as simple as buying a new car online.


Making An Informed Decision

Our certified eCommerce and platform experts can help with your platform selection process

Buying a new car requires certain considerations. For instance, how much will your family (your business) grow in a few years? How important are fuel economy and maintenance (operational costs) to you? Are you more interested in style (design) or comfort (functionality)? In the old days, you might bring your dad to the dealership for an expert opinion and ensure you’re getting the best price. When it comes to choosing eCommerce software, we bring in certified platform consultants with prior experience in your industry to do the same. Here’s how it works…


Our Platform Selection Process

In our formal platform selection process, we evaluate a variety of feature/function criteria relative to four key areas: Initial implementation cost, total cost of ownership, feature fit, and fitment for future state (thinking 3 to 4 years ahead). The outcome of our analysis ensures the eCommerce platform we recommend will be a perfect fit for your business (now and in the future), so you can scale confidently and quickly.

To simplify your big decision, we call to quorum our platform assessment team. This unit is comprised of business analysts, engineers, and industry subject matter experts. We’ll convene with you and your project stakeholders for requirements gathering. It’s important we understand the goals and ambitions of all parties and business units involved. Next, we segment the must-haves from the nice-to-haves. Then we’ll analyze your current state vs. future state.

Once the initial assessment is complete our team examines your potential platform’s “fit” across five categories. To help you understand each area’s importance, we compiled tips from our certified platform consultants below.

Jump to Section:


1. The State of Your Tech Stack

Picking the perfect eCommerce platform has a lot to do with your current tech stack.

The state of your current tech stack plays a valuable role in the platform selection process. ERPs, CRMs, loyalty & rewards software, and additional legacy systems can require complex integrations that can extend your project timeline.

The digital maturity of your business is also an important factor. If you feel your business can be automating more manual work with software, new eCommerce platforms provide the perfect opportunity to review which operations can be optimized.


Assessing Your Digital Maturity

“A customer’s unique tech stack is most often built over a period of years, expanding or contracting as internal practices evolve. Keep this in mind when considering a re-platforming project, regardless of the technology you’re swapping. View this experience as an opportunity to evaluate business processes, streamline workflows, clean data, and automate where possible.” 
–Aidan McKnight, Solution Engineer


Your eCommerce Strength Score

How Does Your Store Rank?

Less than 15% of participants have an eCommerce strength score above 30%. What’s yours?

Learn More

Every Platform Has An Ecosystem

“Magento, BigCommerce, Salesforce, and Shopify Plus all have robust offerings. Buying into any of these ecosystems of apps and add-on technologies can make the integration between different tools much smoother, while potentially making each tool more powerful.” 
–Dave Gardner, Practice Manager, Business Analysis

Built-In Features

“If your biggest concern is simplifying your tech stack —meaning reducing the amount of 3rd party vendors you have to deal with— we typically recommend Salesforce Commerce Cloud. The platform has many capabilities within its licensing, such as search, personalization, and A/B testing, which can reduce total cost of ownership. It also integrates easily with Salesforce’s suite of marketing tools, allowing users deep insight into their customers.” 
–Pat Johns, Account Executive

Pre-Built Integrations

“Certain platforms have native or pre-built integrations with external systems. BigCommerce, for example, comes with baked-in integrations with ShipperHQ and AvaTax, making the process simple and reducing the project timeline.” 
–Dave Gardner, Practice Manager, Business Analysis


Redundant Features

“One of the things we look at is how much of a company’s operations are going to be handled by features within the eCom platform itself vs. Using a best in class solution for each task. For example, are we going to manage products in an eCommerce platform, or is the company already using a PIM? Are orders going to be managed by the platform or is the company going to use an ERP that has already been set up for that purpose? If you already have a platform for another task, workflows already being handled by another platform don’t need to be considered. The capabilities you already have might not need to be present in the new platform you’re picking.” 
– Oliver Sosinsky, Sr. Solution Engineer


Hosting Environments

“For certain cases when additional data needs to be stored or processed, Magento 2 may provide the ‘smallest’ tech stack since extensions can have their data stored on the Magento hosting environment. On the other hand, SaaS platforms require 3rd party hosting. Any apps you build will need to connect to the 3rd party, creating an additional component for you to maintain.” 
–Ben Shapiro, Solution Engineer

Managing Complexity & Costs

“The larger or more complex the internal tech stack is, the higher the implementation cost will most likely be. Especially if the goal is a fully integrated eCommerce system. This also affects total cost of ownership, building in integration layers to traffic data is another ongoing cost for maintenance and/or licensing. Often, complexity and cost of the internal tech stack can be reduced when systems are integrated and redundant platforms can be combined or eliminated.” 
–Matt Brennan, Account Executive


Legacy Systems

“Having systems built on outdated or proprietary technology that you need to integrate with newer applications or APIs can be complicated, and cause a loss in business continuity if these systems fail. It can also slow the implementation of your eCommerce initiative. If you know you won’t be updating your underlying legacy systems soon, consider a more customizable platform for building your integrations. As an open source platform, Magento has a significant community of developers and a platform that offers a wide selection of out-of-the-box web APIs that support Accounting, Enterprise Resource Planning (ERP), Customer Relationship Management (CRM), Product Information Management (PIM), and marketing automation systems.”
–Maria Pichardo, Business Analyst


ERP Migrations

“I rarely recommend tying an eCommerce platform transformation project together with an ERP transformation project. The inevitable critical dependencies can intertwine into a cocktail of delays. It is much safer to assume that you will need to be able to integrate with both at least for some time. It’s likely you’ll have less headaches if you assume your new system has to integrate with the old system, and at the same time you’re building the new system. Don’t tie them together in a way that the new system has to fit with the new one. It might seem like it’s more costly to integrate with the old system and then integrate with the new system, but when you consider the time and costs, it’s cheaper to go with the two-system approach.” 
–Adam Morris, CEO


All in all, the state of your tech stack largely determines the scale of the work needed (in terms of time and cost) for your eCommerce transformation project. The more software you want to integrate or consolidate, the more focused your platform options will become. Swapping out or adding an ERP will need special consideration, as will websites that rely heavily on 3rd party technology.


2. Catalog Complexity

Catalog complexity is how the eCommerce platform uses your product data.

Catalog complexity is how the platform uses your product data. Think of machine parts distributors with millions of product SKUs whose customers need exact specifications for the parts they order. Bigger businesses like automotive manufacturers need advanced search features for handling product specifications like filtering, attributes, and category structures, because they generally have more complex databases.

The speed at which a customer can search, find, and buy a product on your site is critical for driving sales and encouraging repeat purchases. How you want to manage all of this data –and the digital customer journeys you want it to facilitate– are pivotal to determining the platform you need. Here’s a few more reasons why your product catalog determines the best eCommerce platform for you.

Meeting Modern Buyer Expectations

“Today’s B2B buyers, especially millennials are looking to do product research fully online, so they need as much detail as the company has on exact specifications fo the product without talking to a sales person. I think this is one of the main challenges B2B companies have because they don’t have all of that detail in an eCommerce or digital-friendly format. Breaking it out into attributes is a large chunk of the work if you’ve never done that before. This is where a system like a PIM may help you, because it can focus on the process of enriching that data to get it eCommerce-ready. Though adding another full-featured system to the tech stack also adds complexity.”
–Adam Morris, CEO

How Do You Use Your Product Data? How Would You Like To?

“The three main types of eCommerce data are product, customer, and order data, with different ways to manage each. When the Redstage team assists a client with platform selection, we look at how they want to manage each of these data segments. Every business has a specific concept and specific business goals that may conflict with the capabilities of different platforms. Understanding these three major areas of data and how you want to match them up with the business rules you configure can determine the platform you need.” 
–Dave Gardner, Practice Manager, Business Analysis


Product Types and Attributes

“Magento 2 and Salesforce Commerce Cloud are likely the two favorites for product management, each with a deep level of flexibility in creating product types. I would say BigCommerce is a very close contender, while Shopify has some drawbacks when managing a catalog with many attributes and variants.” 
–Matt Brennan, Account Executive

Custom Fields

“Each platform deals with custom [data] fields and options in different ways. BigCommerce, for example, is an easy-to-use and manage platform but limits its custom fields to 250 characters and limits the number of custom fields per product to 200 [at the time of this writing]. Let’s say you have product descriptions for thousands of products, and many of them are over this limit. You would either need to take time to alter all of this data to make it fit the constraints, or look for a bolt-on solution that would allow you to exceed the data limit. Both can pose hurdles regarding timeline for your project.” 
–Dave Gardner, Practice Manager, Business Analysis

Non-Text Data

“If you have a product that has non-text information like PDFs or CAD files, you should evaluate whether the platform can handle this level of product information out-of-the-box, or if it will require customizations. ” 
–Aidan McKnight, Solution Engineer


Category Structure

“If you have a large catalog with category/subcategory structure, BigCommerce, Salesforce CC and Magento 2 all include these features out-of-the-box. Shopify requires extra work to accomplish this, but can be powerful with enough customization.” 
–Ben Shapiro, Solution Engineer


Advanced Search Features

advanced search features can dramatically increase your eCommerce platform's conversion rate

“Shoppers who interact with on-site search are 216% more likely to convert. How easy is it for your customers to find the product they need on your site? We consider catalog complexity to ensure the platform you choose will easily mesh with the product data you have. This allows us to create optimal buying experiences for your customers including advanced on-site search.” 
–Don Pingaro, Marketing Manager



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Product Structures

“Depending on the products you sell, the product structure can be complex at times. Your items can come in different sizes and colors. You can be selling products as a bundle (kits/assemblies). Maybe you need to have dynamic options for products with variable attribute structures in the same catalog. We need to consider that before choosing the platform that best fits your requirements. It must be one that will allow you to expand your business without having to clean up or reorganize your catalog when a new structure comes up.” 
–Maria Pichardo, Business Analyst


Bundled Products & Pre-Ordering

“A complex product catalog can also include bundled products, grouped products or kits, back order products (do you keep selling beyond stock being depleted?), or products available for pre-order. Some platforms have these features baked-in or have it in their app ecosystem.”
–Aidan McKnight, Solution Engineer

SaaS Restrictions

“Some companies may be restricted from using SaaS platforms if they have certain pieces of technology that need to live on the same server as their eCommerce applications (including sensitive patient information for medical supply companies). While it is possible to build custom middleware, this can add to costs and make a simple solution more complex.” 
–Dave Gardner, Practice Manager, Business Analysis

Data Security

“Who’s responsible for the data security? A SaaS platform is responsible to keep your data safe to a higher extent than a platform like Magento where you have more accountability for your customer data. The key considerations for how customers manage data include personally identifiable information, financial information, or eCommerce store data.”
–Adam Morris, CEO


Data Analytics

“Data management is an essential part of your eCommerce platform, and it helps improve your eCommerce Growth. If your company has substantial analytics needs, having dedicated staff and resources can be costly. Your eCommerce platform must provide the data you need to understand how you are doing and identify future opportunities. Leveraging your data analytics can pull you ahead of your competitors.” 
–Maria Pichardo, Business Analyst


Different eCommerce platforms enable different buying experiences. Some are designed for high SKU counts, while others are not. How your product catalog matches up with the capabilities of the platform you choose will not only determine the ease-of-use for your customers, it will determine the customization needed to enable better buying experiences… directly impacting project cost and timeline.



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3. Ease of Use

If ease of use is a priority for you, we recommend looking into the below areas to ensure the eCommerce platform you pick is the right fit.

Your team’s ability to manage your online store is just as important as your customer’s ability to navigate it. Different eCom platforms have different backends, and the more complex your operation, the more complex your admin panel will likely be. If ease of use is a priority for you, we recommend looking into the below areas to ensure the platform you pick is the right fit.


Admin and Merchant Panels

“Merchants want to set up their stores, add products, and manage their site’s look without the need to be technical. They want intuitiveness, simplicity, flexibility, and independence, so they can focus their energy on growing their business. All these have to be considered when choosing your eCommerce platform.”
–Maria Pichardo, Business Analyst


Can You Find What You’re Looking For?

“A platform that is easy to use saves your team time in daily administrative tasks, or augments your sales team’s ability to make sales. One key area to evaluate for ease of use is the system admin. Can you find what you’re looking for, from orders and fulfillment to the customer account section? Additional areas to consider, even if you plan on using an external system, would be the email section, the WYSIWYG editor, and content or landing pages.” 
–Aidan McKnight, Solution Engineer


Automatic Upgrades & Security Patches

“SaaS platforms handle the hosting, security patching, and platform upgrades automatically, and they typically guarantee high uptime. This helps reduce the amount of stress when managing a store but it does limit the amount of customization that you can do to the platform (as opposed to an Open Source platform).” 
–Dave Gardner, Practice Manager, Business Analysis


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Go-Live Speed

“In many cases, speed and agility to go live with a sellable catalog online is key. Doing so without a highly technical team can sometimes be a challenge. Shopify’s platform offers a solution with an easy to use backend, tools, and ecosystem to quickly build a site with all of the necessary technical features and a user experience that today’s online shoppers expect.” 
–Ben Shapiro, Solution Engineer

Content & Landing Pages

“For our clients, ease-of-use is especially important for creating and modifying content and landing pages. Clients do not want to call a developer to change a hero banner or do simple administrative tasks. The same goes for merchandising and promotions. BigCommerce and Shopify do a great job with content and landing pages right out of the box. I could see a merchant with little or no expereince figuring it out after a few minutes of checking around. It’s very intuitive. While Magento 2 and Salesforce have very similar features, diving in blind may “feel” a little difficult. If you need the horsepower of Magento 2 or Salesforce, set some time aside for training.” 
–Matt Brennan, Account Executive

Easy Front-End Management

“Not all merchants have an internal web development team. All the eCommerce platforms Redstage works with today offer content-building tools which allow merchandisers and marketers to visually create content and landing pages without the need for coding. Most merchants will not need a separate enterprise CMS platform for managing content unless they are working with a lot of dynamic, data-driven content, or managing a very large content library.” 
–Oliver Sosinsky, Sr. Solution Engineer


Automating Sales Ops

“A digital product catalog gives a customer the ability to select an item, submit a quote, create a requirements form, and replace the face-to-face conversation with a sales rep. This helps get an order out the door in two-clicks for the sales rep, rather than sending 2 to 3 forms back and forth. If a specific customer gets 5% off, reps can say “the new price is approved and the items are in your cart” in seconds. It’s exponentially faster.”  
–Matt Brennan, Account Executive


For Redstage clients, security and content are always top of mind. Both have a big impact on ease-of-use and performance. Installing security patches on a non-SaaS platform can be a hurdle, so some clients prefer BigCommerce, Salesforce and Shopify Plus which have automatic updates. While Magento requires manual security updates, those who use the platform understand its powerful features often outweigh this drawback. In the next section, we’ll delve into the debate between off-the-shelf features and customization to help you plan your migration.


4. Customization vs. Out-Of-The-Box

We recommend comparing the out-of-the-box features of each eCommerce platform to keep costs down.

Every eCommerce platform has apps and extensions you can use to enhance your online store. These allow you to add features like AI-assisted search, A/B testing, rewards, and more. Each platform also has different API endpoints that afford you different capabilities (like single sign-on), though not all endpoints are fully customizable. With all these considerations, things can get confusing quickly.

To streamline your decision-making process, we recommend comparing the out-of-the-box features of each eCommerce platform to keep costs down. Once you’ve narrowed your list to the platforms with the best feature-fit, it becomes easier to decide what customizations or apps you’ll need. Download our platform comparison chart here for a side-by-side look at platform features.


Consider Before Customizing

“How unique is the feature you are trying to customize? Before customizing a feature, it is worth exploring the options that off-the-shelf features give you as well as the existing solutions in the platform ecosystem. Customizations are great, but if you don’t handle them properly can be costly, time-consuming, and hard to maintain or replicate when re-platforming.” 
–Maria Pichardo, Business Analyst


Find Feature Fit First

“Prioritizing feature-fit with a platform’s out-of-the-box feature set can help keep costs down. But remember, if you’re building fully customizable modules outside of the system, you could be losing the benefit of all those apps.” 
–Adam Morris, CEO



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O-O-T-B = Lower Implementation Costs

“Sticking to off-the-shelf or “out-of-the-box” features always leads to less implementation time and lower total cost of ownership. The key here is making sure the platform can accomplish your requirements. While Magento 2 can normally handle most things out-of-the-box, it’s possible there could be a TCO or implementation use case that leads us to use a SaaS option. That said, when deep custom work is required, the scaled can shift quite dramatically and favor the flexibility of Magento 2. This can lead to less project complexity by leveraging a more flexible system.” 
–Matt Brennan, Account Executive

Multi-Store Capabilities

“For multi-store websites, Magento 2 or BigCommerce may make the most sense. Although, it’s important to ask why you may want multiple stores. If each store has the same core technology that it needs to integrate with and has the same business goals, then a single Magento instance may be preferable. Otherwise, forcing multiple business units to use the same instance can cause many headaches and unneeded complications.” 
–Dave Gardner, Practice Manager, Business Analysis


Checkout Customization

“Check-out customizations are very limited or almost non-existent in some SaaS platforms as this requires permission from the platform provider, which is rarely given. If you need a highly customized checkout experience with features that are not handled by a tech partner –like BOLD for example– you are probably better off going with Magento. In our Mobile Optimization Initiative, we relied on Magento’s fully customizable checkout to create fast checkout experiences that earned merchants more money from existing customers.” 
–Ben Shapiro, Solution Engineer

Future Proofing

“Another benefit to using a native feature over a 3rd party plugin is that you can rely on the platform to maintain that feature as the platform evolves. 3rd party modules often require their own maintenance when a platform is upgraded, increasing ongoing development costs.” 
– Oliver Sosinsky, Sr. Solution Engineer

Additional Software Adds Complexity

“Customization or 3rd party software will increase the load on your website. Before making changes, consider the implications, and evaluate out of the box features. Third party or aftermarket software is developed in a silo and does not consider the interaction between other pieces of software you have installed on your website. As a rule of thumb, look first to the platform for OOTB features before going to customizations. Go to customizations second.” 
–Aidan McKnight, Solution Engineer


To recap, picking your platform based on built in features typically lowers implementation cost and minimizes the risks of adding 3rd party software to fill feature gaps. Multi-Store is a special consideration as the feature is not built into all the platforms on our list, and can be tough to implement on Shopify Plus or Salesforce CC. Use this checklist to find feature-fit before narrowing your platform selection further.


5. B2B-Specific Features

If you need B2B features for your eCommerce operation, you can easily narrow down your eCommerce platform options.

How might the need for B2B features impact your platform selection? From the initial stages of a consulting engagement, we work closely with businesses to ensure platform fit. No one knows this better than the account executives and solution engineers at Redstage.


Align Process and Feature Needs

“The biggest thing our clients ask for are features that line up with current business processes. From a B2B perspective it’s a pretty clear-cut category for feature fit. Tiered pricing, custom pricing, and company management are pretty big differentiators between platforms. If B2B features are important, you can identify right off the bat which platforms are going to fit your needs criteria better. However, it comes down to your business and your priorities. Our solution team recommends you set a weight to each of your goals and feature priorities to narrow your platform options. We prioritize out of the box B2B features, and Magento really shines in this area, while other have B2B suites available from 3rd parties.” 
–Matt Brennan, Account Executive


Meeting The Complex Requirements of B2B Buyers

“It’s important to look at not just what your company needs, but how your customers clients will be using the site. Modern B2B eCommerce functionality needs to meet the complex requirements of the B2B world while keeping it as simple as possible to foster an intuitive and stress-free shopping experience.” 
–Dave Gardner, Practice Manager, Business Analysis


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B2B Lead Generation

“A lot of B2B businesses need the flexibility to manage products which can not be fully defined, or which require customer interaction in order to complete the order. Industrial machinery for example is usually built to order, and requires some personal interaction with a customer before an order can be finalized. Magento gives us the flexibility to build non-traditional checkout funnels where we are capturing leads, rather than making sales, so the manufacturer’s sales team can take the process forward.” 
–Oliver Sosinsky, Sr. Solution Engineer

On-Premise vs. Software-As-A-Service (SaaS) Platforms

“Depending on the B2B features required by the client, the top picks usually end up being Magento 2 vs. BigCommerce or Magento 2 vs. Salesforce. This really comes down to feature-fit. When identifying B2B needs we can usually assume ‘it will work in Magento’ but that route could lead to higher TCO. Vetting for feature fit and understanding how the platform functionally aligns with business needs can bring a SaaS platform to the table as well.” 
–Matt Brennan, Account Executive


Enhancing Existing Capabilities 

“For key B2B features, Magento and Salesforce can be clear choices, though BigCommerce also has the Bundle B2B feature set you can add-on. If your business is a ‘Salesforce org’ and you’re already heavily invested in their technology for one reason or another, Salesforce Commerce Cloud is the easy choice.” 
–Aidan McKnight, Solution Engineer

Bolt-On Options

“For clients considering BigCommerce, we usually recommend BundleB2B to bolster the store’s capabilities. This adds a wealth of useful features, including sales rep attribution, the ability for customers to pay via purchase-orders, assigning different buyer roles with different buying permissions, shared company address books, and a quick order tool, among many others.” 
–Dave Gardner, Practice Manager, Business Analysis

Various considerations must be made and resolved when switching to a new platform. Some eCommerce platforms shine in areas where others don’t (like B2B features, flexibility, or larger app ecosystems) and it’s important to note how the differences can help or harm your business. The final step is to then tie these threads back to project goals, timeline, and budget.



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The Ultimate Platform Comparison Guide

get your ultimate eCommerce platform comparison guide

If you’re happily driving a 1980’s hatchback, you might not be thinking about the brand-new vehicle options out there. At the same time, someone who’s buying a Ford F-150 has different needs than someone who’s buying a Porsche – and the Porsche buyers probably aren’t worried about maintenance costs…

Regarding eCommerce platform selection, it all comes down to four things: Initial implementation cost, total cost of ownership, fitment for future state, and feature fit. Identifying the platform with the most built-in features on your wish-list can be challenging, so we’ve done our best to make it easy for you.

Download our Enterprise eCommerce Platform Comparison Guide here for the most comprehensive side-by-side view of platform features you’ll find anywhere. If you’re interested in having a formal platform analysis conducted by the Redstage team, contact us today! We’re happy to guide you to the next stage of your eCommerce journey.



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