Retail Merchandiser puts Georgia Leybourne, CMO at Linnworks, under the spotlight
Could you tell us about your career history, and its evolution to your current role?
I’m an accidental expert in the world of commerce. My ambition in life was to be an Air Stewardess or a member of Charlie’s Angels. Neither of those careers panned out so I went into office furniture, migrated into electronic payments and ended up in logistics for the world of retail. The common denominator throughout has been solving problems. I’ve been in Customer Service, Marketing, Sales, Business Development, Partner Alliances, Rev Opps… a little bit of everything.
Today I solve problems for retail by supporting them with a Connected CommerceOps platform that connects their front end to their back end and makes sure they can get their retail orders processed, and inventory safely delivered to their customers.
Where does your role fit into the Linnworks business?
Linnworks is a connected commerce platform that makes commerce easier for ecommerce retailers of all sizes. Our platform simplifies operations by automating time-consuming processes, connecting you to a diverse number of marketplaces, and bringing your orders, listings, marketplace integrations, inventory, warehouses and fulfilment together under one roof.
As the Chief Marketing Officer, my role encompasses orchestrating the company’s marketing strategy, boosting brand visibility, and ensuring our solutions connect with the right audience. I lead a talented team focused on digital marketing, public relations, and customer engagement, with the ultimate goal of positioning Linnworks as a reliable partner in the ecommerce landscape.
Linnworks’ State of Commerce Ops report had some significant findings for retailers – can you highlight some?
The State of Commerce Ops is the first annual report published by Linnworks where we surveyed over 2,000 consumers and 1,000 ecommerce retailers to create the most comprehensive analysis of the priorities and challenges both consumers and retailers are facing in 2024.
Some of the most insightful findings were:
- Marketplaces are where consumers prefer to shop, with 51 percent of respondents confirming this.
- Expanding to new markets and new marketplaces is the #1 goal for both SMB and mid-market retailers in 2024.
- Despite the desire to expand to new channels, 33 percent of online retailers say that connecting to them is one of their biggest operational challenges.
- Next-day delivery is less important — shoppers want free delivery and free returns.
- Delays (62 percent), damage to items (44 percent) or incorrect items being delivered (33 percent) were consumers’ biggest issues when it comes to shipping.
Can you comment on the significance of Amazon’s new marketplace selling low-cost items direct from China?
With Shein and Temu winning over budget-conscious shoppers with their low prices and trendy products, Amazon has had to step up its game. Previously, Amazon tried to compete by lowering seller fees for cheap apparel, but it mainly relied on its faster delivery and reliability to stand out from competitors with longer shipping times and hit-or-miss quality.
This new strategy shows Amazon is feeling the heat from its Chinese rivals, especially as more shoppers keep coming back to them. Despite its strong customer loyalty and market share, Amazon is clearly ready to get more aggressive to stay on top.
Focusing on technology – can you elaborate how retailers can benefit from the right technology and are there any customer success stories you can share? 
Retailers can truly thrive with the right technology by making their operations smoother, giving customers a better experience, and ultimately driving growth. Linnworks’ automation tools are designed to help businesses manage inventory, process orders, and integrate with multiple sales channels effortlessly. Take Spreetail, for example. They used Linnworks’ suite of integrations to expand across Europe, connecting with eight different marketplaces and carriers. Thanks to Linnworks, Spreetail scaled rapidly, achieving a six times growth in Europe last year. Our flexible architecture let them focus on accelerating their business without worrying about tech hurdles.
Looking ahead but more generally, with your expertise, what do you think is next for the Retail sector?
Marketplaces are already dominating the ecommerce market, but now we’re also seeing more retailers launching their own marketplaces to get a piece of the action. In the UK, for instance, B&Q, Debenhams, and The Range have successfully ventured into this space. Globally, SHEIN has joined the trend as well, and I believe this momentum will only continue. Marketplaces – and the necessity for retailers to be on them – are definitely here to stay.
Another fascinating trend is the rise of hybrid retail, where ecommerce stores are opening brick-and-mortar locations. Think about Gymshark in the UK or Wayfair in the US. This evolution underscores the critical need for technology that seamlessly integrates backend operations. Whether you’re selling online or in physical stores, meeting your customers’ needs means streamlining inventory, orders, and fulfilment across all channels.
If there was one critical message you’d like a reader to take from this piece, what would it be?
The critical message to take away is the paramount importance of connectivity in commerce operations. Seamless integration across all sales channels – whether online or offline – is essential. Connectivity ensures that inventory, orders, and fulfilment processes are streamlined, allowing businesses to meet customer demands efficiently. This not only enhances the customer experience but also drives growth and competitiveness. Embracing technology like Linnworks that fosters connectivity is key to thriving in the evolving retail landscape.