The content for this briefing has been reproduced from Econsultancy's Ecommerce Best Practice Guide.

The briefing will cover:

  • Platform definitions
  • Platform selection
  • Platform integration
  • Product information management (PIM) systems
  • Digital asset management (DAM) systems


The starting point for understanding best practice in platforms is understanding the wider ecosystem in which the ecommerce platform operates. Mapping business processes, technical requirements, market opportunity and operational realities to create an end-to-end ecommerce capability helps the marketer develop an understanding of the flows of data, content and payments.

Most standard ecommerce business processes are supported by the following:

  • The core ecommerce platform
  • Back office/ERP and accounting systems
  • Delivery partners
  • Product information management (PIM) systems for stock management
  • Digital asset management (DAM) systems for content
  • Payment options including credit/debit card acceptance and fraud mechanisms
  • An understanding of how to manage an ecommerce projects at inception and as part of business-as-usual
  • Partners to build platforms and integrate process flows.

Figure 1 illustrates the process flows that map to each part of the ecosystem.

Figure 1: The ecommerce ecosystem

Figure 4 The ecommerce ecosystem

Source: Colin Lewis

Each of these can be seen as a component part, with its own individual best practice.

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