In the early days of e-commerce, customization was more of a dream than a reality. Web 2.0 had opened up new possibilities, but the tools available for online stores were limited. The development of virtual stores focused on CMS such as OpenCart, WordPress, Magento and similar. These platforms, although powerful, required external solutions to optimize the user experience and, even more so, to personalize it.
In Chile, the company Ewok Engineering led the development of online stores using OpenCart, an open source platform that was the preferred choice for many companies, including multinationals. One of those companies was FORUS, a retail giant that trusted OpenCart for your online sales. It was in this context that Nosto entered the scene, a tool that promised to revolutionize the way online stores interacted with their customers.
Nosto was one of the first solutions to take advantage of artificial intelligence to improve shopping experience. Its ability to recover abandoned carts and send personalized emails based on browsing behavior was an innovation at a time when these functionalities were not widely available. However, there was a significant challenge: integration. Nosto did not have specific plugins for the most popular CMS of the time, which meant that companies had to program the integration directly into the code of their stores, following detailed instructions and receiving personalized technical support.
Despite this barrier, the effort was worth it. In Chile, through the representation agreement, Nosto was implemented in several online stores and ticket platforms with location selection, achieving notable results. The boosted sales Due to the personalization and automation of commercial tasks, they exceeded expectations, validating the business model based on a percentage of the sales generated.
As time passed, technology continued to evolve, and platforms like Woocommerce, Magento, and Shopify began to dominate the market. The integration of shopping recommendations became more accessible thanks to the proliferation of plugins that facilitated these functions. Today, online stores can implement sophisticated personalization strategies with a single click, while the automation of marketing tasks continues to significantly boost sales. However, something has not changed: the email marketing It continues to be one of the channels with the highest conversion rate.
This success story with Nosto in Chile not only highlights the importance of personalization in e-commerce, but also the need to adapt to new technologies. The evolution of Nosto reflects how pioneering tools can stay relevant in a constantly changing market, as long as they continue to innovate and adapt to the changing needs of users.
Antonio Lana, international marketing consultant and business director in Chile approved by Asturex.
