David Fuller

Ecommerce is Like Cooking You’re hungry. You have choices. You can order a take-out, or go to an appropriately socially distanced restaurant or you can make your own meal. Those kinds of choices are strategy decisions. If you choose to cook your meal yourself, you will need to source some ingredients. Some of those will be staples that you already have. Depending on the recipe, you might need to go and get ingredients. Here too you have choices – do you pay for quality? Do you have to substitute something if you can’t find the listed ingredient in season in your area? Just like a TV chef, the more time you spend preparing your ingredients, the easier it is to complete the recipe. An ecommerce project is the same. Key Ingredients for Ecommerce Success For some companies, going online may require a re-examination of the value proposition of the business. What makes you special in an offline world might not be a competitive advantage when competing with the world online. Of course you are going to have to think about products, not just the range you offer and the pricing and promotional options, but also – how do you present those products to your Buyer Personas in a way where they have confidence in buying something without being able to touch or smell it. You’re going to need content – lots of it. From product photos to testimonials to technical manuals to SEO keyword dictionaries. And you’re going to need the IT infrastructure – an ecommerce platform, payment gateway and other systems to manage stock, fulfillment, marketing and other essential functions. It’s not just B2C organisations either. B2B Ecommerce is set to grow due to sales teams being unable to travel and face to face meetings curtailed. What’s in the Book? 18+ key ingredients required for an ecommerce project – from Business Plans and Budgets to Bank Accounts. From personnel to products. The book also contains exercises from Aquitude’s popular training courses that help you make strategy and business decisions as well as give you the questions to ask partners, vendors and suppliers when choosing ecommerce toola and platforms.

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