E-commerce is not just for retailers anymore. While business-to-consumer, B2C, e-commerce gets most of the attention, growing at 10%+ per year, business-to-business, B2B, e-commerce isn’t far behind at 7%+ growth per year. Across both, Product Managers play a critical role in defining the next generation of e-commerce experiences for consumers and businesses to increase sales/conversion, build loyal customers, and support brand positioning.

Brendan Foley, Head of Product at Atlassian, talks about the major trends driving e-commerce today across B2C and B2B and the key areas on which Product Managers must focus across the e-commerce funnel: attracting site traffic through SEO, enabling search/browse and rapid product discovery, and ultimately, the purchasing of products and repeat visits.