BACK TO RESOURCES
blog

The Place for Ecommerce Technology

2 Min Read
Abena Gyebi

As I’m sure you’ve noticed, we’re simply going by Corra these days instead of “CorraTech.” Don’t get us wrong. We’re still a technology company. But we’re a lot more than that. By dropping the “tech,” we can actually say a lot more about our brand.  But this entry isn’t about our new image. Our efforts just happen to bring up an interesting point that relates to the way ecommerce companies are increasingly viewing themselves.

For obvious reasons, technical expertise is an absolute must if you want to build a successful ecommerce business. But as any successful company will tell you, technology alone isn’t enough. What allows the best online merchants to separate themselves from an increasingly crowded field is not just a robust search feature or a unique product display page, but also the quality of their products and brand.

Don’t believe me? Take a look at what our old pals at Bonobos are up to.  They recently built a tech product in-house that focused on personalization. While it was innovative and effective, the team that designed it is leaving to start its own stand-alone company built around the product. Surprisingly for some, Bonobos is happy to let them walk out the door. They’d rather pay for the product as a customer than continue to devote in-house resources to its development.

The underlying reason for the move would seem to be that Bonobos understands it’s not really a technology company at heart. It needs that technology to succeed, but it would rather focus its internal resources on providing great products to its customers.

It isn’t the only ecommerce company thinking this way. Ben Lerer the CEO of Jack Threads recently spoke about the current state of ecommerce in an online CEO roundtable. He said, “It’s really the products you are selling and the stories you are telling that matters.”  Believe me. At Corra we know technology matters.  We just think that (especially in the early stages) ecommerce companies should devote their internal efforts towards what they understand better than anyone else—their brand and products.  Leave the technology to someone else.

Photo via The Founder

____________

CorraTech is now Corra!

Abena Gyebi

---

Corra is the global digital agency that leading brands and B2B organizations trust to accelerate their growth. Working at the intersection of commerce technology and customer experience strategy, we deliver comprehensive digital solutions that convert and retain customers in the long term.

You may also like

blog
Video: Progressive Web Apps and Other Strategies to Increase Revenue on Mobile

The following webinar was a session from Corra’s Commerce Talks series. We partner with technology solutions and ecommerce brands in a two-day o

blog
Elemis is Live on FWRD: The First PWA Accelerator for Magento Commerce Cloud

Key Project Highlights: Corra delivered a Progressive Web App on Magento Commerce and an elevated redesign for global skincare brand Elemis.  We met a

blog
Watch: Progressive Web Apps Explained in 3 Minutes 

In this 3 minute video, Erica Mazzucato, Corra’s Senior Product Marketing Manager covers the basics of PWA: what they are, the main benefits of

want more?
Get exclusive access to Corra content and events
We'll let you know when we publish anything new