to monetize its content or to exploit its audience more directly. Or if not, an e-commerce portal, which, for SEO and consumer loyalty needs, wishes to develop an editorial part and why not an interactive one. At the start, it is often recommended for shops with a “traditional” business, to launch a blog at the same time as an E-commerce solution . Very often, either the E-merchant uses a blog module offered Belgium Phone Number List his E-commerce solution , or if not, he quickly uses a content management solution like WordPress . It is a simple and effective means of “story-telling” and at the same time a tool for referencing and animation of social networks if it is well fed. In the case of a little specific business model.


it may be interesting to use a framework and thus fully develop all the sales and editorial animation processes while the operation of certain parts of the project could be managed by solutions. pre-existing. The choice to couple CMS + E-commerce often stems from the previous observation: why redevelop functionalities that exist elsewhere, and how to meet more complex needs for content animation: multiplication of templates, supports, interactions with the user, … Which CMS to choose for my website?

Management Dimensions Often Come From Two Competing Logics

CMS vs E-commerce? Here are some examples of approaches that it is not possible to set up (simply) with two solutions put “side by side”: Highlighting of content whose themes are dynamically linked to the product being viewed; Search engine combining research on both products and editorial content ; Needs online sale of dematerialized products that “carry on” just the content (eg legal journals, websites, downloading, …); Willingness to have a single user account, both for the store and the editorial / interactive features of the portal; Strong interactive features requiring substantial content production: forums , FAQs , chat ,…;

Functions of “gamification” , involving both own items for sale online and operating principles of “Profile Management” more traditionally assigned to CMS; Advanced management of product descriptions, involving proofreading and production workflows with different content producers; Etc. Customer journey For all these questions, the Holy Grail was until recently to “build the 5-legged sheep”, that is to say to marry a great CMS solution and a great Ecommerce solution to exploit the best of both. . But such approaches are complex: It is necessary to identify precisely the functional and technical perimeter of each of them: the CMS would only make the front-office and the E-commerce the back-office ? Or would there be two front offices with super SSO to guarantee connection continuity?

The Needs To Combine E-commerce And Content

What solution does what in the customer journey? How to manage desynchronized version upgrades and dissimilar release methods? How not to pay twice for a functional evolution, both on CMS and E-commerce ? Hybrid solutions Until 2011/2012, we often set up mixed solutions such as Drupal – Magento or WordPress – Prestashop . In the latter case, technical pooling was often limited to the maximum. And, very often, all the technical and E-commerce parts remained devoted to the E-commerce solution . In recent years, we have seen the rise of hybrid solutions , capable of bringing together in a single technical base advanced needs for content management and E-commerce .

Logically enough, this development is driven by content management solutions , which basically offer a much more granular approach: a product is ultimately just an assembly of content attributes to which management rules are added ( put in the basket, pay, deliver,…). Social commerce? This vision had been carried for a long time by the eZpublish solution , which offered, as early as 2005 (but without much success), an E-commerce tab in its management table. This vision is that of “social commerce” , where the content is meaningful and animated for the products you want to sell. Today, we can cite well-known solutions such as Drupal Commerce , RBS Change . Even WordPress has started doing it, with success equivalent to the dynamism of its mother version.

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