Best Practice

Ecommerce Best Practice Guide

By Steffan Aquarone,

This new Ecommerce Best Practice Guide is designed for ecommerce managers and marketers looking to review their existing ecommerce strategy or to help create ecommerce propositions. Based on the main approaches that support best practice in ecommerce – upfront analysis, planning and site design – the report includes practical tips to help maximise results. The report covers the entire customer journey, from when a visitor arrives on the site to when they've completed a purchase.

A section on performance and optimisation shows marketers how to monitor their campaign performance, and make tweaks to projects in order to meet organisational goals.

The report also features a comprehensive guide to ecommerce platform architecture, with a look at the hardware and operating systems available so that ecommerce managers can select the right components for their technology stack.

This guide has been authored by Steffan Aquarone, and features insights from a team of industry experts, including:

  • Paula Abasolo, Head of Operations and Infrastructure, Dobell
  • David Kohn, Customer & Ecommerce Director, Heal's
  • Isabel Mack, Chief Product Owner (eCommerce),
  • Steve Mills, Director, Green Snow Online Fulfillment

Contributing Authors


Steffan Aquarone

More reports from Steffan Aquarone

Steffan Aquarone is a UK entrepreneur in the film and technology sectors. At just 20 years of age Steff was a founding director of a Top 50 UK corporate film production company, working with accounts including Vodafone, Land Rover and American Express and executive producing more than 100 video projects.

He later joined video technology startup Buto, working with global clients including Freshfields, Amec, Tesco, Interflora and the London Olympic Games to host and deliver video content to audiences via the web.

Mobile payment app Droplet, which Steff cofounded in 2011, raised over £1.6m of venture capital in an attempt to do to payments what Skype did to phone calls.

Since then Steff has worked as a consultant for global brands like RBS, Waitrose and News Corp, specialising in film and media.

Steff is also an independent filmmaker whose most recent project was the feature-film ‘Tortoise in Love’, which was made in the village of Kingston Bagpuize in Oxfordshire. The film premiered in London’s Leicester Square where the red carpet was flanked by tractors and watched live by five million people.

Since taking over a busy pub in Norfolk aged 18, Steff has founded five startups. He leads Econsultancy's Best Practice Guides programme and delivers training to clients around the world.


Table of contents

1. Introduction

2. Foreword from the Author

3. Platform Architecture

4. Approach I: Upfront Analysis

5. Approach II: Planning

6. Approach III: Site Design

7. Approach IV: 'Business as Usual'

8. Conclusion: Opportunities for Transformative Innovation


  • Pdf SAMPLE: Ecommerce Best Practice Guide (537 KB PDF)
  • Pdf Disabled Ecommerce Best Practice Guide (8.8 MB PDF)

Access the full report

Econsultancy subscribers have full access to all our online research as well as a host of other services designed to help save you time, make better decisions and look smart in meetings.

Learn more and buy today