This research has provided an overview of the key considerations for marketing teams seeking to optimise their ecommerce channel with a robust measurement strategy today, but how might advancements in technology affect the practice of measurement in the years to come? This chapter considers the main drivers transforming measurement in ecommerce and outlines the key […]
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Testing can be used throughout the customer journey to optimise against key goals and measures. This chapter takes an overview of the testing process, including an experimental framework to allow for continuous optimisation before outlining models for attribution, another important consideration for teams seeking to understand how much each channel contributes to ecommerce success. Creating […]
It can be tempting for ecommerce teams to focus on metrics that are immediately identifiable as important, such as conversion rate. Yet it is important that teams recognise the role that each stage in the journey has in contributing towards not only conversion, but overall revenues and profit. This chapter outlines the most important metrics […]
Measuring performance is clearly critical to driving success in ecommerce. With a plethora of metrics available to measure, teams should focus on the KPIs and metrics that will not only give them a comprehensive view of what is happening in the customer journey, but also enable them to test and learn, and focus on specific […]
Ecommerce is evolving rapidly as businesses look to drive revenue and meet growing consumer expectations. With swiftly changing competitive, technology, market and customer contexts (accelerated by the Covid-19 pandemic), businesses need to respond by shaping their ecommerce operations, strategies and models in ways that satisfy contemporary customer needs. Yet they must also ensure their practices […]
Ecommerce capability, strategy and execution are ever evolving. As technology continues to develop, new models, channels and possibilities are emerging, providing organisations with more options than ever for reaching, engaging and selling to consumers. This chapter looks at how ecommerce may develop and provides a checklist as a reference for getting started. As software-as-a-service models […]
Having a sound strategy for driving traffic to an ecommerce platform means greater conversions which in turn can become further investment into the business, helping promote growth. This chapter looks at this ‘flywheel’ mechanism, as well as how to sustain it with different practical strategies. Creating flywheels for growth Jeff Bezos has articulated what he […]
Around 4.6 billion people (more than half of the world’s population) use social media, with consumers spending an average of two and half hours a day on social platforms, according to Hootsuite and GlobalWebIndex. As platforms explore an ever-increasing list of ways to monetise their audiences, social commerce is expanding rapidly. This chapter looks at […]
Marketplaces serve to aggregate products from multiple brands and suppliers, as well as the shoppers that are interested in buying those products. The benefits for both brands and customers typically come from the scale, range and focus that marketplaces can provide. This chapter looks at the two main different types of marketplace, as well as […]
The barriers of entry for creating and executing a direct-to-consumer (DTC) proposition have lowered dramatically due to the wider availability of plug-and-play ecommerce platforms and a host of service providers that enable various parts of the DTC value chain, from content optimisation and personalisation through to fulfilment and managing returns. Combined with the ability to […]
Strategies for generating and fulfilling demand in ecommerce should focus on customer understanding as well as the optimal strategy for the business to maximise brand experience, sales and conversion. A key part of each of these is understanding the best routes to market and channels. This chapter looks at the different options available to brands, […]
Customer-centric approaches in ecommerce involve considering shopper missions and occasions as well as other behavioural and psychographic signals. Viewing customer experiences through the lenses of shopper occasions and missions can give teams the benefit of good insights into shopper motivations and what will help them to find and buy the products they are looking for […]
Latest articles on ecommerce
How has the discount marketplace become such a ubiquitous name in such a short space of time? How does it compare to Shein? And what does this trend mean for Amazon?
Many ecommerce companies “incorporate AI tools and functionalities that do not necessarily enhance the customer experience” when they could be prioritising the “fundamentals” of UX, according to Kelly Goetsch, Chief Strategy Officer at Commercetools, a cloud-based headless commerce platform. We caught up with Goetsch to ask him about multichannel retail, his dream client, more ecommerce […]
The growth of member pricing and the rise in retail media are just two reasons why loyalty schemes have been front of mind recently for many marketers. We caught up with Laura McGill, Head of Marketing at global promotions and loyalty firm Benamic, and self-professed “data-driven person” to ask what customers want from loyalty schemes. Econsultancy: […]
Competing with dominant new entrants is one of the challenges in online retail highlighted by Scayle’s Craig Smith, who says the “fast user experience” and “ability to match supply with customer demand” demonstrated by Shein and Temu show the “direction online shopping is moving”. Smith describes himself as “from a retail family”, with his father […]
What might shape ecommerce as we head into 2024? We asked the experts for their predictions and trends.
Wunderman Thompson’s Hugh Fletcher and Fruugo’s Tony Preedy give their thoughts on what to expect from Black Friday 2023, why discounting isn’t always the best tactic, and why having a social media strategy is vital.
The Ecommerce Quarterly
The Ecommerce Quarterly is a series of presentations by Econsultancy, which curates the latest trends, developments, and statistics in ecommerce.
The UK-based lifestyle brand partnered with Tom&Co to optimise its international ecommerce expansion and improve its multi-channel customer experience.
Tryzens redesigned the clothing retailer’s mobile checkout page, reducing abandoned transactions and increasing the brand’s projected annual revenue.
The lingerie retailer partnered with Tom&Co to migrate to a more advanced platform to better manage the brand’s increased internationalisation.
Partnering with Ogilvy, the consumer goods company changed consumer behaviour and increased market share by funding sustainability projects and creating content around countries eco-performance.
Shopify website designed by GPMD drives increased traffic and doubling of revenue
The ecommerce site partnered with Evolved Search to launch an agile, digital advertising campaign that increased customers, sales and profitability.
Express Doors Direct worked with Boom Online to optimise its site content along wider context and user sentiment search principles.
This quick guide looks at the evolution of the direct-to-consumer (DTC) model and the opportunities for both startup and legacy brands. It provides frameworks, strategic considerations and guidance for traditional brands seeking new routes to market.
This quick guide provides an introduction to third-party marketplaces, giving businesses an overview of the opportunities and challenges to enable the development of a solid strategy for success.
This quick guide shows customer-centric brands how to leverage the power of customer ratings and reviews, covering topics including consumer trust, third-party review sites, review partners and measuring ROI.
This quick guide looks at the potential benefits for brands from price comparison websites and looks at how they can help deliver on a brand’s broader marketing objectives and strategy.