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Google’s Antitrust Lawsuit & Lessons from a New Website Launch

Uncover the effects of Google’s antitrust lawsuit on merchants and learn from a successful eCommerce website launch,

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Welcome to Episode 10 of The eCom Buzz! Today we have a packed episode that touches on two critical topics. First, we'll dive into the groundbreaking Google antitrust lawsuit that dropped earlier this week, which could have major implications for merchants both in the U.S. and globally. After that, I’ll share insights from a recent website launch that’s chock-full of best practices you can apply to your own ecommerce efforts.

So, let’s jump in!

Google’s Antitrust Lawsuit: What It Means for Merchants

On Monday, the U.S. government filed a significant antitrust lawsuit against Google, accusing the tech giant of using its monopolistic powers to dominate the search engine market. This case has been a long time coming, and its implications could be far-reaching.

The crux of the issue is that Google has allegedly forced computer vendors and other partners to prioritize its search engine, effectively making it the default choice for users. Let’s be honest—how many of us actually go through the effort of changing our default search engine from Google to something like DuckDuckGo or Bing? Not many, and that’s exactly what Google has banked on.

For merchants, this monopolistic control has had both positive and negative effects. On the plus side, it’s made SEO straightforward—just optimize for Google, and you’re good to go. But the downside is the secrecy and black-hat tactics that often come with trying to game the system.

Looking ahead, if this lawsuit succeeds in breaking Google’s grip, we might see a more diverse search landscape where optimizing for multiple platforms becomes the norm. This could be a headache in the short term, but in the long run, it might lead to a healthier, more competitive environment.

Lessons from Amazon and the Power of Diversification

Now, let’s switch gears to another ecommerce giant—Amazon. Wouldn’t it be nice if we could blame external events for not hitting our sales targets, just like Amazon seems to do? Whether it’s the Olympics, elections, or the latest world event, Amazon often points to these factors when explaining dips in performance.

For retailers, especially those who rely on Amazon as a sales channel, these fluctuations can be problematic. It’s a stark reminder of the importance of diversification. Relying solely on Amazon is risky; instead, focus on driving traffic to your own website, where you control the customer experience and avoid hefty Amazon fees.

The Rise of Social Commerce: A Must-Have Strategy

A recent statistic caught my eye—55% of Gen Z shoppers have made a purchase directly from social media. This is huge! If your ecommerce business isn’t already leveraging social media as a sales channel, now is the time to start. A strong social media presence is no longer just a nice-to-have; it’s becoming a critical component of a successful ecommerce strategy.

JThomasHome.com

Don’t you like the feeling of accomplishment? That’s what we are experiencing this week. I am incredibly proud of our BigCommerce production team (Jon, Prince, Jorge, Steve). They consistently uphold our motto, “Excellence in eCommerce Experiences”.

J Thomas is a local company that builds beautiful wall decorations. It has seen consistent and rapid growth over the past few years, and this new website will only accelerate this growth. Shameless plug: they make your walls look beautiful with handcrafted shelves.

On their previous website, they kept encountering roadblock after roadblock. Building content was painful, and this content didn’t match their brand and quality. Product management was complex.

We had the privilege of working with J Thomas to rearchitect the experience. Here are some of the highlights.

  • Better page speed performance.
  • Vastly-improved accessibility
  • The information that customers need: detailed specifications, “What’s in the Box”, “What You’ll Need [To Install]” and Downloads.
  • Robust content editing system with powerful widgets.

The Home Page

What’s the difference?

  • The hero image is well-highlighted and is very visible.
  • The value proposition is front and center. Visitors quickly see this.
  • Cleaned up navigation presentation.
  • An appearance that matches J Thomas' quality.

Product Listing Page (PLP)

What’s the difference?

  • The information visitors need at a glance to discern the difference between products.
  • Ability to filter items.
  • A new Shop by Style section to provide additional options to customers.

Product Display Page (PDP)

What’s the difference?

  • There’s too much difference to properly capture here.
  • Hints for product options to guide customers through the decision-making process.
  • “Ships in” box to give customers confidence on arrival.
  • New details, “What’s in the Box” and the Downloads section.

Thinking about a redesign?

You've seen what we helped J Thomas achieve with their new website. Now let's chat and determine how we can help you.
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