Proposition and demand
Why buy, for whom and with what offer.
- Segments and needs
- Catalogue, price and promotion
- Demand and positioning
Ecommerce strategy
Ecommerce should serve the business model, not replace it.
We define why the digital channel exists, whom it serves, where it sells and how it connects with products, teams, systems, logistics, marketing and data.
ModelChannel role and objectives.
MarketCustomer, offer, countries and competition.
ChannelsOwn store, marketplaces or both.
OperationsProcesses, systems, logistics and service.
Decisions before platforms
A store is not a strategy.
Technology only works when the channel role, proposition, catalogue, markets and operations are clear. We organise those decisions before building, migrating or accelerating ecommerce.
What we define
The complete commercial system around the channel.
Strategy connects the customer promise with the actual capacity to deliver it.
Channels and markets
Where to sell and the role of each channel.
- Own store
- Marketplaces
- Countries and expansion phases
Technology and data
The foundation the model requires.
- Platform and architecture
- ERP, CRM and logistics
- Analytics and indicators
Operations and growth
How to run and develop the channel.
- Orders, service and returns
- Acquisition and loyalty
- Team, partners and governance
Outcome
An ecommerce model that clarifies what to build and how to operate it.
Channel role
Objective, customer, proposition and relationship with the existing business.
Channel model
Own store, marketplaces and prioritised markets.
Operating model
Processes, ownership, systems and exceptions.
Roadmap
Phases, investment, dependencies and indicators.
Method
From commercial context to a viable roadmap.
- 01
Understand
Business, product, channels, teams and systems.
- 02
Validate
Customer, demand, competition, data and constraints.
- 03
Design
Proposition, channels, technology and operations.
- 04
Prioritise
Phases, dependencies, investment and metrics.
Ecommerce strategy
What role should ecommerce play in your business?
Tell us the starting point, current channels and the decision you need to make.
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Let’s start with the context.
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