What you'll learn:

• The evolution of Salesforce Commerce Cloud and the drive to rediscover its competitive edge.
• How AI is enhancing user experience and agility.
• Strategic priorities and future directions for enterprise commerce.

Summary:Salesforce Commerce Cloud has long been considered a heavyweight in the enterprise ecommerce space, but has lost many SME clients to platforms like Shopify with more compelling roadmaps. As it ramps up investment in the platform, we explore what type of business it is relevant to now, and why.In this episode, Rob Smith, SVP of Commerce at OSF Digital, pulls back the curtain on the platform’s evolution, and what it really takes to compete with newer, leaner solutions like Shopify and Centra.You’ll discover how Salesforce’s focus on multi-country, multi-language management keeps it in the upper right of Gartner’s Magic Quadrant = suitable for large, complex brands.Rob answers common challenges:

• What common refrains are still applicable?
• Has recent investment in AI, React-based architecture and agentic merchandising made it more agile and user-friendly, especially for fast-paced replatforming projects?
• What's the minimum GMV a retailer needs to make platform investment viable?

We break down the real costs, implementation speed and much criticised admin experience, plus what’s coming next.We explore the strategic priorities Salesforce is doubling down on, from AI-enhanced search and recommendations to scalable infrastructure that’s built for trust and uptime. Rob shares candid insights into how the platform is balancing between enterprise needs and simplifying the admin experience without sacrificing power. Whether you’re considering a Salesforce project or just want to understand its future trajectory, this episode provides a nuanced, honest view of what to watch for.Hit play now to explore whether Salesforce Commerce Cloud can keep pace with your next big growth move, and how its latest innovations are tailored to enterprise commerce.Chapters:[01:00] Salesforce Commerce Cloud market segmentation, target business size & recent evolution.[05:45] Challenges related to admin complexity and platform usability.[07:00] Salesforce's maturity for multi-country, multi-language, multi-currency setups.[09:25] The new Salesforce reference application built on React and Tailwind.[10:40] AI-driven front-end development and automation in replatforming projects.[12:10] Suitability of Salesforce for different business sizes and use cases.[13:30] Speed to market and platform deployment times.[16:15] AI and agentic tools integration for marketing and content management.[17:30] Licensing fees and cost flexibility for enterprise clients.[19:45] Admin UI improvements and UX enhancements.[21:15] Strategic focus areas including search & recommendations.[26:20] Handling complex enterprise requirements versus mid-market needs.[27:45] Balancing feature richness with partner ecosystem and third-party integrations.[34:35] Salesforce's strategic direction towards integrated data, marketing and commerce tools.[39:00] Practical limitations and user experience gaps in current platforms like Shopify.[42:15] The shifting landscape of legacy enterprise platforms and Salesforce’s position.

"Brands don't know what they don't know. A consultant makes teams think about things in detail. It's an education piece."

Francesca Raggio, Ecommerce Consultant, Vervaunt

This podcast features experts discussing the critical role of consultants in ecommerce website migrations. We share insights on project management, stakeholder engagement, technical discovery and how to avoid common pitfalls in replatforming projects.

The episode pools the replatforming experience of James Gurd with senior consultants from Vervaunt, Shamoli Miah (Operations Director) and Francesca Raggio (Ecommerce Specialist).

Having worked on a wide range of projects, they understand the real challenge isn’t about the tech; it’s the clarity, co-ordination and governance that enables multiple teams to function coherently together and handle the stresses that come with technology projects.

Some of the biggest surprises come from content audits and data structure planning - things that many teams underestimate and leave until it’s too late. When you try to migrate thousands of products or reimagine your digital experience without proper planning, the results can be costly.

Consultants are essential not just for technical expertise but for guiding teams through chaotic complexities: setting expectations, managing stakeholder alignment and ensuring you’re not flying blind.

The value lies in thorough pre-discovery, continuous education, and the ability to challenge assumptions with honest, evidence-based insights.

This isn’t about adding layers of bureaucracy; it’s about making the whole process smoother, more predictable and ultimately more successful.

Tune in for an objective view of what the role of an external consultant should be, and how to know whether you need to add one to your project team.

Chapters

[00:35] Introduction to Ecommerce Consulting and Migrations

[03:10] Understanding Replatforming Approaches

[06:15] The Importance of Pre-Discovery in Projects

[09:15] Common Challenges in Ecommerce Migrations

[12:15] The Role of Governance in Project Management

[15:10] Stakeholder Management and Accountability

[17:40] Content and Data Migration Challenges

[20:35] Planning for Successful Ecommerce Projects

[30:35] Navigating Technical Discovery

[40:00] Understanding User Acceptance Testing (UAT)

[49:05] Consultant Skills for Ecommerce Success

"The brands we work with are making up to 5% of their revenue from resale. Our model is peer-to-peer, so customers are buying and selling from each other via the brand's own marketplace."

Lydia Hartley, Co-Founder, Continue.

About this podcast:

Discover how Continue is helping brand-owned resale improve the way ecommerce businesses approach customer retention, loyalty and control over their secondary markets.

This episode dives into the commercial opportunities, technology and strategies behind implementing resale seamlessly within your brand ecosystem.

Key discussion points:

• The rapid growth and scale of resale platforms like Vinted, eBay and Depop, and why brands need to pay attention.
• How resale can drive up to 5% of revenue through repeat purchase and customer engagement.
• The power of resale for building emotional loyalty and community within brand ecosystems.
• Ways to integrate resale into loyalty programs, including exclusive marketplaces for VIP members.
• The importance of authenticating products and protecting consumers from counterfeit or poor quality items.
• Strategies for launching resale platforms quickly and effectively, with real examples.
• Addressing concerns about cannibalisation and margin erosion with credible data.
• The role of storytelling, digital marketing and community engagement in successful resale launches.
• Technical setup, including Shopify and Magento.

Chapters:

[00:35] Introduction to Marketplace Commerce and Resale

[03:02] Understanding Resale Platform Benefits & Market Opportunity

[08:55] Resale as a Retention Tool

[14:42] Debunking Cannibalisation Myths

[20:21] Integrating Resale into Loyalty Programs

[26:12] Building Trust and Moderating Bad Actors

[32:49] Challenges and Risks in Implementing Resale Strategies

[35:05] Effective Launch Strategies for Resale Platforms

[40:55] Customer Service and Brand Consistency

[42:58] Shipping Mechanisms in Resale Platforms