The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
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At Candy.com, Balestrieri says he feels nearly the same with 3dcart, even though he'll keep an eye out for alternatives if he gets to the point where he's unable to deploy a must-have new shopping feature. "I ask myself quite often, when will we have to migrate to a new e-commerce platform, such as if we can't respond to changes in the market fast enough," he says. "But right now, I can't see a lot of roadblocks."
For growing e-retailers, it's good to know that not only are many basic shopping cart systems more useful than in the past, but that there are also plenty of systems to choose from.