The use of content in eCommerce customer journeys has evolved over the years, but with the acceleration of digital channels becoming the primary way to do business the need for content has exploded. Not only that, what digital media and the way we consume digital media has radically changed. With the massive increase in the consumption of social media, social networking is now becoming a crucial driving force in many customer journeys.

This is the discussion Marcelo and I had on the Headless Creator Channel, in the video
   • DHTp E13: A Conversation About the In...  

I after a lot of thought I decided to consolidate and elaborate on my throughs from the discussion.
You are no longer guaranteed that customer journeys are beginning and ending on your eCommerce site, in fact, customers may come and go to your site as they discover, research and buy products and services, your home page and your landing pages are no longer the main entry points into your customer journey. Increasingly it is the product page that is becoming the landing page.
The vast amount of digital content and digital entertainment is fast becoming the real competitor. Platforms have access to an incredible amount of content that they can personalize to your exact needs at super speed.

There are so many applications vying for customers' attention with contextual rich engaging content and with customer journeys intersecting at different points in your eCommerce experience there has never been a time in the history of eCommerce when content has been so important.

Amplience Headless Content Management System
http://www.amplience.com

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