Bridging the Gap Between Content and Commerce

Mar 01, 2017


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Article ImageThanks to its unique ability to tell stories, content is every brand’s weapon in the battle to deliver differentiated customer experiences that capture and convert. As brands start to recognize the value of content-driven ecommerce experiences, there’s never been a greater need for web content management systems and ecommerce solutions to move closer together into a seamless workflow.

However in technical terms, content is not the natural partner of commerce, so what must organizations consider when looking for the right technology to bridge the content-commerce gap?

Integrating Commerce with a CMS

Since many commerce platforms are still limited in their ability to support content-rich shopping experiences, organizations are increasingly looking to integrate their commerce platform with a more sophisticated CMS. A flexible content management repository will set you up for multichannel content delivery, can easily create and extend content types to meet your specific business needs, and crucially structure your content.

This approach will enable your organization to deliver your content not only to your commerce site but across a myriad of channels, devices, apps, and platforms--as well as consume content from third-party sources like social media and push it to any site, app, or channel to maximize engagement from user-generated content.

The Shift to Connected Systems

We’re in an age of connected systems where the emphasis is on using the best-available components to meet a particular business goal–and then ensuring those systems talk to each other effectively. Gone are the days of needing to try and wrestle everything from a single system as we’ve had to do in the not-so-distant past.

The latest iteration of major ecommerce platforms from the likes of Magento, and new entrants like Spryker, have recognized this shift to connected systems. They provide modules, connectors, and direct API access, enabling organizations to deliver a unified and seamless content-commerce user experience.

CMS platforms too are becoming more modular and connectable, so there’s never been a better opportunity to join CMS and ecommerce platforms together to create joint workflows, strategies, and approaches. Taking this approach allows each part of the system to play to its strengths – for example, allowing ecommerce frameworks to handle the transactional areas of the site and the CMS to provide the flexible front end and editor experience a brand requires.

Business Value First

Bridging the gap between content and commerce is not the complicated, risky enterprise many brands envisage. In reality, it’s never been easier to engage, retain, and convert your customers using rich, personalized experiences that only content can achieve.

One thing is certain though: the focus must always be on the business value you get from your systems. Remember that you no longer have to select a system as a compromise and accept its shortcomings. And you no longer have to separate your online content from the sales you reap.


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In an age where consumers are exposed to more brand messaging and sales tactics than they know what to do with, creating top-notch content is the key to showing the world exactly what makes your brand stand above the rest in conveying your unique selling proposition.