The IHA Connect DIGITAL conference this week presented two days of insights and strategy from specialists representing from myriad facets of the fast-moving digital commerce sphere.
To housewares suppliers in attendance, it might have seemed at the same time instructive and perplexing as they heard e-commerce theory and best practice advice spiced with unfamiliar acronyms and jargon that had attendees filling the chat cue with questions seeking clarification.
Every facet of business has its unique language and learning curve. E-commerce by now should be integrated into virtually every housewares business portfolio. The accelerated speed at which digital technology is progressing, however, seems to breed a higher level of uncertainty and apprehension among some housewares companies trying to keep pace with the fast-moving e-commerce opportunity.
This challenge is precisely why a conference such as IHA Connect DIGITAL, moderated by digital networking and knowledge-sharing group BWG Connect, was so vital. As this industry has turned toward an omnichannel necessity, the optimization of digital commerce remains mystifying and elusive for many.
Digital commerce, in an industry composed of many smaller to mid-size, product-focused operators, can be best left to those fully immersed in such technology and its application. A common refrain from the speakers during Connect DIGITAL was that outsourcing such specialized service enables housewares suppliers to focus on their core product strategies without falling behind in an ever-morphing digital commerce arena.
Upstart housewares suppliers with a digital-first approach have become a legitimate threat to established suppliers and new players ill-prepared or unable to devote so much attention to the intricacies of digital commerce.
In time, as with all emergent operating disciplines that become integral to the cost of doing businesses, much of the home and housewares industry will bring such digital theory and practices in-house. That will take time for many, as will understanding the acronyms and jargon in a digital commerce sphere that is at the same time is so vital and so perplexing.
Until then, home and housewares suppliers must continue to seek out digital commerce specialists, learn the digital commerce language and find ways to continually adapt to constant and rapid digital commerce transformation. They will be left behind if they don’t.
