In an exclusive interview with CanadianSME Small Business Magazine, Mikhail Ishkhanov, Senior Director of Product Strategy and Sales Enablement at SOTI, shares valuable insights from the company’s latest retail report. With over a decade at SOTI, Mikhail has played a pivotal role in shaping product strategy, aligning support and sales teams, and driving innovation.
As small and medium-sized businesses (SMBs) navigate an increasingly digital marketplace, Mikhail sheds light on the rise of social commerce, cybersecurity concerns, and the evolving expectations of Canadian consumers. He discusses how SMBs can leverage mobile technology to enhance fulfillment, build customer trust, and compete effectively with larger retailers.
Mikhail Ishkhanov, Senior Director of Product Strategy and Sales Enablement has been with SOTI for over 10 years. His journey began on the support team in 2012 and through the years he has led various teams within the business. In his most recent position, Mikhail is focused on alignment between Support, Service and Product Managers, along with the Marketing team, to create cohesive messaging of SOTI products and accompanying roadmaps.
SOTI’s recent retail report highlights the rise of social commerce. How can small and medium-sized businesses in Canada effectively leverage this trend to compete with larger retailers?
Social commerce is changing the game, and for small and medium-sized businesses in Canada, it’s a huge opportunity to level the playing field. The key is to meet consumers where they already are—on their phones and social feeds. Our research shows that 59% of Canadian shoppers prefer using their phones for online purchases, and almost half (48%) say social media is a quick and effortless way to keep up with trends.
For SMBs, this means having a strong presence on platforms like Instagram and TikTok, where discovery happens organically. It’s not just about selling—it’s about engagement. Leveraging short-form videos, interactive polls, and influencer collaborations can drive awareness and make brands more relatable.
At the same time, trust is everything. We found that 74% of Canadian consumers worry about data security when buying through social media. Small businesses need to be upfront about security—using trusted third-party payment systems, ensuring clear refund policies, and maintaining open communication about orders.
Finally, fulfillment can make or break a social commerce experience – 37% of Canadian shoppers reported long delivery times, and 25% received products that didn’t match expectations. SMBs can differentiate themselves by prioritizing clear, reliable order tracking and fast, transparent communication throughout the purchase journey.
The report indicates that Canadian consumers are apprehensive about sharing personal data with retailers, especially small businesses. What practical steps can SMBs take to enhance their cybersecurity and build trust with customers in the digital space?
This is a real concern—our research shows that 83% of Canadian consumers are worried about entering personal details online or into an in-store device, and 66% don’t believe small retailers can keep their data secure. That’s a huge trust gap that SMBs need to close.
The good news is that building trust doesn’t require enterprise-level resources—it starts with transparency and smart security measures. Using recognized payment processors like PayPal or Stripe, displaying security certifications, and making sure websites have SSL encryption are all straightforward ways to show customers their data is safe.
Beyond that, it’s about communication. If a business collects customer data—whether for personalized recommendations, loyalty programs, or email marketing—it should be crystal clear about what’s being collected, why, and how it’s protected. Adding a simple FAQ or privacy statement can go a long way in reassuring customers.
Another key step is multi-factor authentication (MFA), which adds an extra layer of security for both the business and its customers. And, for businesses that take mobile payments in-store, locking down devices and using secured, dedicated networks rather than public Wi-Fi is critical.
Trust is earned, and in an era where data security is top of mind, SMBs that make it a priority will stand out from the competition.
Your research reveals a disconnect between consumer expectations and the reality of purchase and fulfillment experiences. How can small retailers use mobile technology to bridge this gap and improve their operations?
Absolutely—there’s a big gap between what consumers expect and what they actually experience. Canadian shoppers want fast and efficient delivery, yet many face delays, poor communication, or order tracking issues. The challenge for small retailers is that they’re often competing with big brands that have massive logistics networks.
But here’s the advantage: SMBs can be more agile and customer-focused. The right mobile technology can streamline operations, improve fulfillment, and create a better post-purchase experience.
For starters, retailers can implement real-time order tracking—something customers expect but don’t always get, especially with smaller businesses. There are plenty of affordable order management systems that can automate updates, provide estimated delivery times, and keep customers informed every step of the way.
Another game-changer is mobile POS and inventory management solutions. One common frustration is ordering a product online only to find out it’s out of stock. Cloud-based inventory tools can sync stock levels across sales channels in real time, reducing errors and keeping customers happy.
And let’s not forget customer support—having a mobile-friendly chat option (even if it’s just a simple chatbot for FAQs) can give customers confidence in their purchase. Small retailers who make the buying experience smooth, transparent, and responsive will earn long-term customer loyalty.
As Senior Director of Product Strategy and Sales Enablement SOTI, you’ve overseen the company’s evolution from a single product to an integrated platform. What lessons from this journey can you share with SMB owners looking to expand their product offerings or services?
One of the biggest lessons I’ve learned is that growth isn’t just about adding more—it’s about adding the right things at the right time. It’s tempting to expand quickly, but without the right strategy, it can lead to fragmentation, inefficiencies, and a diluted brand identity.
For SMBs looking to scale, my advice is: focus on solving a real problem first. At SOTI, we didn’t just build new products for the sake of it—we looked at what our customers needed most and then designed solutions that made sense within our ecosystem.
Another key lesson? Seamless integration matters. Whether it’s expanding a product line or adding new services, the experience has to be cohesive, not disjointed. For example, if a retailer is introducing an e-commerce channel alongside a brick-and-mortar store, those experiences should feel connected and intuitive for the customer.
Finally, scaling doesn’t mean doing it alone. Partnering with other businesses or leveraging existing platforms instead of building from scratch can be a smarter way to grow. It’s about being strategic, staying agile, and always keeping the customer’s needs at the center of expansion.
Looking ahead, what key retail trends from the SOTI report should Canadian small businesses be preparing for, and how can they start adapting their strategies now to stay competitive in the future?
Retail is evolving fast, and there are a few key trends from our report that Canadian SMBs should have on their radar.
First, social commerce isn’t slowing down—it’s becoming a major shopping channel. If SMBs aren’t tapping into social selling, now’s the time to experiment with shoppable posts, influencer collaborations, and seamless in-app checkout experiences.
Second, personalization is no longer optional—63% of Canadian consumers expect retailers to tailor their shopping experiences. This doesn’t mean small businesses need complex AI systems—it can be as simple as offering personalized recommendations, sending restock reminders, or creating curated shopping experiences.
Another big one is security and trust. We found that 74% of Canadian consumers worry about data security when shopping through social media. This is a major barrier for SMBs looking to grow their digital presence. Investing in secure payment methods, transparent policies, and clear communication about data protection will be critical to maintaining consumer confidence.
And finally, speed and efficiency are everything. Whether it’s online shopping or in-store, consumers expect fast fulfillment, real-time order tracking, and seamless checkout experiences. Small businesses that adopt mobile-friendly, tech-driven solutions to streamline operations will be in the best position to compete.
Retail is changing, and the businesses that embrace technology, prioritize trust, and stay adaptable will be the ones that thrive in this evolving landscape.
