E-commerce strategy and the challenges of platform selection

E-commerce businesses face challenges in selecting the right digital platforms and content strategies. Implementing a corporate blog can serve as a strategic asset to improve organic SEO, increase site dwell time, and build brand authority by providing value to users throughout the conversion funnel.

However, decision-makers must be cautious regarding the source of platform recommendations. Much of the information found in search engine results is driven by affiliate marketing models, such as Shopify’s program which pays for referred merchants. Additionally, agencies may recommend tools based on their own implementation expertise rather than the client's best interest. Discrepancies in pricing data, such as those noted with Tiendanube in Colombia, further complicate the budgeting process for new online sellers.