Ecommerce

The rise of Pinduoduo: How a group buying app grew to rival Alibaba

Even if you haven’t heard of Pinduoduo, a budget online marketplace that currently ranks among China’s top ecommerce platforms, you’ve probably heard of its overseas equivalent, Temu. Since its launch in the United States in September 2022, Temu has expanded aggressively into dozens of other markets, and made waves with its omnipresent marketing and advertising, […]

Mini shopping basket on blue background with yellow circle. Top view

Ecommerce Quarterly: Q1 2024

A guide to the latest trends, developments and statistics in ecommerce, providing a snapshot of what is happening right now. This quarter’s edition includes the peak season results, AI updates, cross-border retail and the latest strategies for combating the cost of returns.

kelly goetsch

AI tools can distract from CX fundamentals: Commercetools CSO Kelly Goetsch

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 […]

Measurement in Ecommerce: A Checklist

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 […]

2 minute read

Testing, Optimisation and Attribution in Ecommerce

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 […]

5 minute read

Measures through the Customer Journey

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 […]

5 minute read

Techniques in Ecommerce Measurement

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 […]

5 minute read

Measurement in Ecommerce: A Summary

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 […]

2 minute read

Generating Demand in Ecommerce: A Checklist

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 […]

8 minute read