Selling Subscriptions on Woo

In a digital marketplace where consistency reigns supreme, Woo subscriptions have emerged as the backbone for thriving online businesses. Grasping the full potential of this powerful tool could be the key differentiator catapulting your brand into a realm of predictable revenue and devoted customer relationships. 

Indeed, over the past decade, the rise of subscription services has transformed eCommerce into a recurring revenue model, reflecting changing consumer habits. The allure of predictable, recurring income streams has driven many Woo store owners to consider the subscription model as a core aspect of their strategy. Below, we explore why subscriptions have become a crucial element in modern eCommerce and how leveraging Woo, enriched with dedicated plugins, can streamline the process.

In the digital age, convenience is king. Subscriptions offer a seamless purchasing experience that caters to this need for convenience by providing customers with a continuous supply of products or services. This section aims to unravel the underpinning reasons behind the importance of subscriptions in an online setting:

• Predictable Cash Flow: Understand how subscriptions can stabilize your business’s cash flow, affording you a clearer financial forecast.
• Enhanced Customer Value: Subscriptions typically entail a higher lifetime value per customer compared to one-time purchasers, an aspect that you’ll find significantly impacts overall profitability.
• Inventory Management: Explore the benefits of being able to anticipate demand accurately, leading to improved inventory control and reduced waste.

Subscriptions are not just a business model; they represent a shift in consumer purchasing behavior that aligns closely with the desire for automated, ongoing service delivery. 

Benefits of Subscribers over Average Shoppers

Subscribers are not your average shoppers; they bring a multitude of advantages to the virtual table that extend well beyond a single transaction. The multifaceted benefits that subscribers offer to an online business are:

• Customer Loyalty: Discuss how the continuous nature of subscriptions fosters a stronger bond between the consumer and your brand.
• Data Collection: The subscription model provides unique opportunities for gathering detailed customer data, which can inform product development and marketing strategies.
• Reduced Marketing Spend: Understand why having a subscriber base can decrease the cost of customer acquisition and the need for aggressive marketing campaigns.

Relationships with subscribers can be nurtured and grown, ultimately contributing to a robust and loyal customer base that bolsters the bottom line.

Utilizing Woo Subscription Plugins

Woo, the customizable, open-source eCommerce platform built for WordPress, offers an extensive ecosystem of plugins tailored for managing subscriptions. This adaptability stands as one of its strongest selling points. In this section, we will delve into:

• Plugin Integration: Learn about how Woo plugins can be seamlessly integrated into your store, making the transition to a subscription model smooth and hassle-free.
• Feature-Rich Solutions: We’ll uncover the rich array of features that these plugins offer, from managing subscription payments to handling renewals and cancellations.
• Choosing the Right Plugin: Key factors to consider when selecting a subscription plugin for your Woo store, ensuring it aligns with your business goals and customer needs.

We will guide you through the essential steps to optimize your store with the necessary tools, enabling you to capitalize on the recurring revenue that subscription models can generate.

By emphasizing these expanded aspects of selling subscriptions on Woo, store owners can gain a comprehensive understanding of the inherent value, positioning their businesses to thrive in a competitive online marketplace.

Understanding Subscriptions

Subscriptions represent a financial and engagement model where consumers enter into an ongoing arrangement to receive products or services at regular intervals in exchange for recurring payment. Central to the subscription model is the concept of convenience and continuity, which resonates with consumers’ growing preference for hassle-free shopping experiences. Subscription services have revolutionized the way customers interact with brands, placing a greater emphasis on customer loyalty and satisfaction through consistent delivery of value.

At the root of subscription models lies the notion of simplifying consumer life by removing the need to make repeat purchases manually. Instead, customers enjoy the assurance that their favorite products or services will be delivered to them without the need for continuous decision-making or re-purchasing efforts.

Types of Subscriptions and Their Benefits

Various subscription models cater to different business needs and customer preferences, each with its own set of advantages. Understanding these can help you align your offerings with your target audience’s expectations and improve customer retention.

• Fixed Usage Subscription: Customers pay a set fee to receive a specific number of products or services within a set period. This can lead to better customer budget management and reduced anxiety about overuse.
• Unlimited Usage Subscription: For a flat fee, customers enjoy unlimited access to products or services. This model can significantly enhance customer satisfaction by offering perceived unlimited value.
• Pay-as-you-go Subscription: Users are charged based on their usage levels. This type of subscription aligns cost with actual consumption, making it attractive for customers who prefer a variable expense that reflects their usage patterns.
• Freemium Model: This strategy offers a basic version of the product or service for free, while advanced features or premium content require a paid subscription. The freemium model is powerful for user acquisition by allowing customers to experience the core offering before committing financially.

Each subscription type has unique benefits that can cater to various consumer segments. Fixed usage subscriptions often appeal to those who appreciate predictability and control over their expenses. Unlimited usage models are perfect for heavy users who enjoy the freedom to use a service without worrying about limits. Pay-as-you-go plans provide flexibility and can be budget-friendly, while the freemium model offers a risk-free introduction that can lead to upselling opportunities.

Basic Examples of Subscription Models

Subscription models take various forms across industries and company sizes, demonstrating versatility and adaptability to different market demands. Here are some examples:

• Media and Entertainment Subscriptions: Streaming services like Netflix and Spotify have popularized the unlimited usage subscription model, offering all-you-can-consume entertainment on a monthly basis.
• Software as a Service (SaaS): Many technology companies, such as Adobe and Microsoft, provide software through a subscription model, allowing customers to always have the latest updates and support in return for a regular fee.
• Subscription Boxes: Businesses like Blue Apron and Birchbox offer curated collections of goods regularly delivered to subscribers, catering to niche interests and enhancing customer discovery experiences.
• Membership Subscriptions: Organizations such as Amazon Prime and Costco operate membership subscription models where customers pay an annual fee to access exclusive services, discounts, or content.
• Utility Subscriptions: Some utility providers are adopting subscription models for energy usage, where customers pay a flat rate for up to a certain amount of usage, promoting predictable billing.

Whether it’s for the pleasure of entertainment, the necessity of software, the anticipation of a subscription box, or the exclusivity of a membership, these models show the capacity of subscriptions to redefine consumer habits and expectations.

Advantages of Woo Subscriptions

The introduction of a subscription service to your Woo platform can precipitate a transformation in the way you manage and generate revenue. This shift towards an ongoing customer relationship model is infused with benefits that resonate with both the merchant and the consumer. In this deep-dive, we uncover the myriad advantages that Woo subscriptions bring to your online business, from the innovative subscription box concept to sustainable revenue streams and unwavering customer engagement.

Woo Subscription Box Concept

The subscription box model has taken the eCommerce world by storm, coupling the excitement of discovery with the convenience of automation. Here we explore the unique aspects of the Woo subscription box concept:

• Curated Experience: Subscription boxes are themed packages that promise a personalized and curated experience to shoppers. Whether the focus is on gourmet foods, beauty products, or hobbyist goods, the allure of receiving a handpicked selection of items caters to individual tastes and preferences.
• Surprise Element: The joy of unboxing something new and unexpected generates a buzz and excitement that enhances the customer experience. The anticipation of monthly surprises can create an emotional connection with your brand, fostering customer delight and retention.

Increased Recurring Revenue

Among the most tangible benefits of Woo subscriptions is the establishment of a steady and predictable income. The following points detail how subscriptions contribute to this financial stability:

• Customer Commitment: With each subscriber committing to regular payments, store owners have the reassurance of stable cash flow. This allows for more accurate revenue forecasting and financial planning.
• Streamlined Cash Collection: Automated billing processes minimize the effort spent on chasing payments, ensuring that revenue generation is both consistent and efficient.

Consistent User Engagement

Subscriptions push the boundaries of traditional shopping by embedding a mechanism for continuous customer interaction. Two ways Woo subscriptions can lead to deeper customer relationships are:

• Regular Touchpoints: Each delivery, renewal reminder, or tailored communication serves as an opportunity to engage with subscribers, keeping your brand at the forefront of their minds.
• Feedback Loop: Continuous engagement opens a channel for regular feedback, allowing for prompt adjustments and improvements to the subscription offerings based on customer insights.

In conclusion, Woo subscriptions offer a strategic advantage for online businesses looking to diversify their revenue streams and solidify customer relationships. By implementing a subscription model, retailers can expect a reliable revenue source, a heightened customer experience, and a more engaged consumer base.

Types of Woo Subscriptions

In the dynamic space of Woo eCommerce, subscription models offer diverse strategies to cater to an array of customer needs and preferences. By aligning your Woo store with a subscription type that resonates with your target audience, you create a tailored shopping experience that can significantly enhance customer loyalty and streamline revenue generation. Let’s dissect the various subscription models available on Woo and examine their unique characteristics and consumer appeal.

1. Fixed Usage Subscription

The fixed usage subscription model stands out as a beacon of stability for both consumers and business owners. Subscribers appreciate the certainty of what they are getting and when. This predictability is not only comforting but also allows for seamless budgeting. For business owners, this model affords the luxury of accurate forecasting for stock levels and revenue. The main characteristics of fixed usage subscriptions are: 

• Consistent Deliverables: Subscribers receive a predefined quantity of products or services, delivering a dependable experience with each cycle.
• Budget-Friendly: This model aligns well with customers who value budget predictability and financial planning.
• Customization Options: Store owners can offer various tiers or packages, providing flexibility within the fixed framework.

2. Unlimited Usage Subscription

An unlimited usage subscription model is akin to an all-you-can-eat buffet. It’s an enticing proposition for customers who desire all-access without limitations, often translating into heightened satisfaction and perceived value. For the merchant, it builds a loyal customer base that finds comfort in the freedom and simplicity of unlimited consumption. The basic elements of unlimited usage subscriptions are: 

• All-Access Pass: Provides subscribers with unfettered access to a range of products or services.
• Consumer Freedom: Highly attractive to customers seeking maximal utility without the confines of restrictions.
• Enhanced Perceived Value: The uncapped nature can significantly increase the perceived value of your offerings.

3. Pay-as-you-go Subscription

Pay-as-you-go subscriptions offer a flexible middle ground, particularly suited to customers who balk at paying for more than what they use. It’s a fair exchange that can attract a diverse customer segment keen on having control over their expenses corresponding to their usage. Some advantages of Pay-as-you-go subscriptions are:

• Usage-Based Billing: Customers pay in proportion to their consumption of products or services.
• Scalable Convenience: Ideal for customers with fluctuating usage patterns who prefer paying according to their changing needs.
• Cost Transparency: This model provides clear insight into cost versus usage, fostering trust and transparency.

4. Freemium Model

The freemium model serves as a strategic stepping stone, allowing users to experience the core value proposition without initial investment. It plays the long game, focusing on user acquisition with a view to converting satisfied users into paying customers for premium features. Here are some insights into the Freemium Model: 

• Entry-Level Accessibility: Offers basic features at no cost, with premium options available for an upgrade fee.
• User Acquisition: Acts as a low-barrier entry point, making it an effective tool for customer acquisition.
• Upselling Pathway: Provides a clear path for upselling as customers can experience the core service before committing financially.

All Products for Woo Subscriptions

Woo’s adaptability is further showcased through the “All Products for Woo Subscriptions” extension, which facilitates the application of subscription plans to your entire product catalog. This extension enables:

• Adaptability Across Products: Attach subscription plans to existing products without the need for individual reconfiguration.
• Mixed Cart Checkout: Provides the flexibility for customers to purchase both one-time and subscription items within a single transaction.
• Customer-Centric Plans: Offers a way to apply personalized subscription plans, enhancing customer experience and satisfaction.

Subscription Box Model Integration

Should your Woo strategy involve the increasingly popular subscription box model, it’s essential to understand the nuances that make it a standout option:

• Curated Collections: Tailored to specific interests or themes, providing a curated experience that can appeal to niche markets.
• Unboxing Experience: Capitalizes on the consumer trend of unboxing, adding a layer of excitement and engagement to the arrival of each package.
• Upsell Opportunities: Insertion of samples or promotions in the box can drive additional sales and foster brand exploration.

In conclusion, charting the course through the rich waters of Woo subscription types is a voyage towards creating a more personalized and dependable shopping experience for customers, while simultaneously establishing a stable and scalable revenue model for businesses. By thoughtfully selecting and integrating the most suitable subscription model, Woo store owners can not only meet but exceed the expectations of their diverse consumer base.

Setting Up Woo Subscription Products

Setting up subscription products in Woo is a multi-faceted process that involves configuring your storefront to handle the recurring payment model effectively. This phase is critical as it constitutes the backbone of your subscription service, affecting everything from user experience to revenue generation. By focusing on key areas such as plugin installation, product creation, scheduling, pricing strategies, and trial offers, you can lay a solid foundation for a successful subscription business.

A. Installation of a Subscription Plugin for Woo

Installing the right subscription plugin is the first step in transforming your Woo store into a subscription powerhouse. The ideal plugin should integrate smoothly with your existing setup and provide all the necessary features to manage subscribers, payments, and products.

To install a subscription plugin:

1. Navigate to your WordPress dashboard and click on ‘Plugins’ and then ‘Add New’.
2. Search for your chosen subscription plugin in the WordPress Plugin Repository.
3. Click ‘Install Now’ and then ‘Activate’ to enable the plugin on your Woo store.

For example, ‘Woo Subscriptions’ is a popular plugin that offers comprehensive features for managing subscriptions. Once installed, it allows you to set up various subscription plans, process recurring payments, and handle subscription-related customer service tasks.

B. Creating a Woo Subscription or Subscription Box

To create a subscription or subscription box:

1. Go to ‘Products’ in your WordPress dashboard and select ‘Add New’.
2. Fill in the product details, including title, description, and images.
3. In the ‘Product Data’ panel, select ‘Simple subscription’ or ‘Variable subscription’ as the product type, depending on your needs.
4.  Set the subscription terms, including price, billing interval, and length.

A well-crafted subscription offering should provide clear value and align with your customers’ interests. Subscription boxes especially require thoughtful curation to ensure each installment maintains the excitement and value for subscribers.

C. Determining Subscription Frequency and Duration

Defining how often and for how long your customers will receive their subscriptions is crucial. Consider the following:

• Subscription Frequency: Decide whether your subscriptions will be weekly, monthly, quarterly, etc. The frequency should cater to customer convenience and the nature of your products.
• Subscription Duration: Offer open-ended subscriptions, fixed-term subscriptions, or a mix of both. Open-ended subscriptions continue until they are canceled, while fixed-term subscriptions last for a pre-set period.

Frequency and duration are pivotal factors in the customer’s decision-making process, so aim to provide options that match your target audience’s lifestyle and consumption patterns.

D. Pricing Strategies for Subscription Products and Boxes

Developing an effective pricing strategy requires a thorough analysis of your market, costs, and competitors. Here are some tips:

• Establish a baseline price that covers costs and ensures a profit margin.
• Consider offering multiple pricing tiers to cater to different customer segments.
• Factor in shipping costs, especially for physical subscription boxes.
• Look at competitor pricing to ensure your offerings remain competitive.

Remember, pricing can significantly influence your subscription service’s perceived value and adoption rates, so take the time to get it right.

E. Offering Free Trials and Introductory Rates

Free trials and introductory rates can entice customers to sign up by reducing the initial barrier to entry.

• Free Trials: Provide a limited-time trial period where customers can experience the service at no cost. This can lead to increased conversion rates from trial users to paying subscribers.
• Introductory Rates: Offer a discounted rate for the first few billing cycles. This can help alleviate initial price concerns and give customers a reason to commit.

Be sure to clearly communicate the terms of free trials and introductory offers to avoid confusion and ensure a smooth transition to standard pricing.

Through meticulous attention to these critical setup components, you can establish a robust Woo subscription offering that appeals to customers and drives consistent revenue for your business. Each step, from plugin selection to pricing formulation, warrants careful consideration to create a seamless and compelling subscription experience for users.

Marketing Strategies for Woo Subscriptions

To ensure the success of a Woo subscription service, it’s not enough to just set up and launch the products. An overarching strategy encompassing marketing integration, retention, and acquisition tactics is integral to growing the subscriber base and maintaining its health. This section delves into the nuanced approach of subscription marketing within the Woo ecosystem, detailing how to wield these tactics to your advantage.

A. Subscription Marketing Integration

The fusion of marketing strategies with your subscription offerings is a key element in driving subscriber growth and retention. As subscriptions inherently rely on long-term customer relationships, your marketing efforts must be aligned to nurture and sustain these connections.

• Personalization and Targeting: Utilize customer data to personalize marketing messages and target potential subscribers based on their purchasing behavior, preferences, and browsing history.
• Content Marketing: Leverage blog posts, guides, and videos that educate your audience about the benefits and convenience of subscription services, encouraging them to make the transition.
• Cross-Promotion with Partners: Collaborate with complementary brands or influencers to cross-promote your subscription services, tapping into new audiences that hold potential interest in your offerings.

The symbiosis between marketing and subscriptions requires a strategic blend of data-driven insights and creative communication. By merging personalized engagement with compelling content and strategic partnerships, you can create a cohesive marketing approach that resonates with your target demographic.

B. Customer Retention and Acquisition Tactics

Retaining current subscribers while simultaneously attracting new ones is a balancing act that requires a mix of tactical dexterity and strategic foresight. Here are some approaches to consider:

• Engagement-Driven Retention: Implement loyalty programs or subscriber-only perks that incentivize continued subscription. This could include exclusive access to content, members-only discounts, or early releases of new products.
• Referral Programs: Encourage word-of-mouth marketing by offering existing subscribers rewards for referring new customers. This not only incentivizes your current base but also taps into their networks for acquisition.
• Trial Periods and Introductory Offers: Attract new subscribers by reducing barriers to entry with a free trial or discounted rates for the first few months.
• Feedback and Improvement Loop: Actively seek subscriber feedback to improve your offerings and ensure your subscriptions align with customer needs and expectations.

Acquisition and retention require distinct yet overlapping strategies. While the former leans toward attraction and conversion, the latter focuses on satisfaction and loyalty. Both are crucial for a thriving subscription base and necessitate a nuanced approach to ensure subscribers remain engaged and invested in your brand.

C. Email Marketing Campaigns for Subscriber Growth

Email marketing remains one of the most effective tools for connecting with potential and existing subscribers. It serves as a direct line of communication to deliver personalized content, promotional offers, and valuable insights to your audience.

• Welcome Sequences: Develop a series of welcome emails for new subscribers that introduce them to your subscription community, providing a warm onboarding experience.
• Segmented Campaigns: Segment your email list to send targeted messages that cater to different subscriber groups, be it by demographics, behavior, or purchase history.
• Re-engagement Campaigns: Craft campaigns aimed at re-engaging lapsed subscribers, perhaps by highlighting product updates or offering special incentives to resume their subscription.
• Regular Newsletters: Keep your subscribers informed and interested with regular newsletters featuring the latest news, tips, and exclusive offers.

Effective email marketing for subscriptions is about cultivating a narrative that keeps the subscriber engaged over the long term. It’s a conversation rather than a monologue, with content designed to keep the subscribers informed, interested, and eager to continue their subscription journey.

By employing these marketing strategies effectively, Woo store owners can set the stage for a flourishing subscription service. It’s a process that combines relentless customer focus with smart marketing tactics, each reinforcing the other to create a sustainable and growing subscription ecosystem.

Choosing a Solution for Woo Subscriptions

When selecting the appropriate subscription solution for your Woo store, there are several critical components to consider. This decision will significantly influence not only how subscriptions are managed but also the overall customer experience and your store’s operational efficiency. Below, we break down the core elements of this selection process in detail.

A. Defining Goals and Software Needs

Before diving into the vast sea of subscription plugins and tools, it’s essential to establish a strategic understanding of what you aim to accomplish with your subscription service. Here’s how to approach this:

1. Identifying Your Objectives
   Determine if your primary goal is to stabilize monthly income or to capitalize on a niche market with a new subscription offering. Consider whether increasing touchpoints and enhancing customer relationships are among your top priorities.
2. Assessing Technical Requirements
   Ensure the plugin integrates seamlessly with your current Woo setup and other tools or plugins you’re using. Scalability: Choose a solution that can grow with your business, handling an increasing number of subscriptions without performance issues.
3. Operational Considerations
   Look for features that automate subscription management tasks, such as renewals, billing, and customer notifications. Opt for plugins that provide detailed insights into subscription performance, aiding in informed business decision-making.

B. Understanding Customer Preferences

Knowing your customers’ expectations and shopping habits is vital in selecting a subscription plugin that will meet their needs. Here’s how to align your choice with customer preferences:

1. Researching Customer Patterns
   Analyze your customers’ buying behavior to understand the types of products they prefer to purchase on a subscription basis. Some customers may prefer multiple payment gateway options or installment plans for higher-priced subscriptions.
2. Customer Feedback
   Directly engage with your customers through surveys or polls to gauge their interest in different subscription models and features. Stay abreast of market research that sheds light on broader consumer trends in the subscription eCommerce space.

C. Matching Business Model with the Right Subscription Plugin

Once you have a solid understanding of both your operational goals and customer preferences, it’s crucial to match these with the capabilities of available Woo subscription plugins. Here are key factors to guide this match-up:

1. Feature Alignment
   Match plugin features with your specific business model requirements, whether it’s offering mixed cart checkout capabilities or providing advanced subscription handling for various product types.
2. Customization and Flexibility
   Select a plugin that allows for high degrees of customization, making it possible to tailor the subscription experience to your brand and customer needs.
3. Cost-Effectiveness
   Evaluate the pricing structure of the plugin against your budget and forecasted ROI to ensure that the technology investment is sound and sustainable.
4. Expert Reviews and Comparisons
   Seek out reviews and comparisons of subscription plugins from reputable sources to make an informed decision. Websites like Capterra and WPBeginner often provide detailed plugin reviews.

In-depth research and analysis of these key areas will guide your selection towards a subscription solution that not only fulfills your business aims but also provides an ideal customer experience. Your chosen plugin should resonate with your operational processes and customer service philosophy, creating a seamless and effective subscription ecosystem within your Woo storefront.

Best Subscription Plugin for Woo

In this final segment of our comprehensive guide, we reflect on the tangible benefits that subscriptions can afford businesses in terms of revenue generation and how Woo streamlines the process of selling subscriptions with the help of specialized tools like Bankful.com. Subscriptions have proven to be more than just a fleeting trend; they are a transformational business model that can drive consistent growth and foster customer loyalty.

A. Advantages of Subscriptions for Business Revenue

Subscriptions are a game-changer for businesses looking to secure a stable financial future. This model provides several distinct advantages that resonate deeply with both the strategic objectives of a company and the evolving preferences of the consumer market.

• Predictable and Steady Income: Regular subscription payments transition the business revenue model from erratic and unpredictable to steady and reliable, simplifying cash flow management and long-term financial planning.
• Customer Retention: The subscription model inherently encourages long-term customer relationships, reducing churn rates and the associated costs of acquiring new customers.
• Upsell and Cross-Sell Opportunities: With an established subscriber base, businesses have the opportunity to introduce additional products or upgrades, leveraging the trust and rapport they’ve built with their subscribers.
• Better Inventory Management: Knowing the number of subscribers allows for more accurate inventory predictions, reducing both overstock and stockout situations and consequently minimizing waste and maximizing efficiency.
• Data-Driven Decision Making: The rich data generated from subscription interactions provides businesses with actionable insights into customer behavior, preferences, and trends, which can help to tailor offerings and enhance customer satisfaction.

The culmination of these benefits leads to a more robust and resilient business model, where revenue generation is not left to chance but is strategically cultivated through ongoing customer engagement.

B. Simplifying Subscription Selling on Woo with the Right Tools like Bankful

Woo, with its versatile and user-friendly platform, simplifies the intricacies of selling subscriptions. The introduction of specialized tools and platforms such as Bankful further streamlines the process, facilitating the management and growth of subscription services.

• Effortless Integration: Tools like Bankful offer seamless integration with Woo, ensuring that businesses can add subscription services without disrupting their existing operations.
• User-Friendly Administration: These tools provide an intuitive backend experience, making it easy for business owners to manage subscriptions, process payments, and communicate with subscribers.
• Enhanced Subscriber Experience: With features that cater to the needs of modern consumers, such as straightforward sign-up processes, easy management of their subscription preferences, and flexible payment options, services enhance overall customer satisfaction.
• Scalability for Growth: As your subscription base grows, tools are designed to scale accordingly, supporting increased transaction volumes and more complex subscriber management needs without sacrificing performance.
• Comprehensive Analytics: Gain insight into the health of your subscription business with detailed analytics and reporting features, which help identify growth opportunities and areas for improvement.

When harnessed correctly, Woo, complemented by subscription management tools such as Bankfu, represents an ecosystem that not only simplifies the subscription selling process but also amplifies the potential for sustainable business growth.

For more information on integrating Bankful.com with your Woo store and tapping into its powerful features, visit Bankful’s Woo Integration Page. By opting for such integrations, businesses can ensure that they are equipped with the right tools to thrive in the competitive landscape of digital commerce.