Choose speciality channel:   Choose sector channel:     Search the site

How to Guide


How to manage an e-commerce site

How to manage an e-commerce site

Ian Davis, director of OnDemand, ATG, offers advice on the management of an ecommerce site.
Since the first rudimentary web commerce sites appeared in the late 90s and early 2000s something has changed. At the turn of the century, e-commerce technologies were almost entirely sold for and to company IT departments.

Accordingly, every page or content change was the responsibility of someone in IT. Circumstances have changed.

The chief buyers of the technology are now business people: marketers, product or content managers, sales executives and the rest – a lot more fingers have appeared in the e-commerce pie.
The change in businesses’ involvement in their e-commerce sites has corresponded with the changes in consumers’ web activity and access.

Broadband is now ubiquitous, search engine technologies (most obviously Google) have enabled consumers to find what they are looking for with ease and the millennial generation is now so comfortable with internet technologies that the lines between their digital and offline lives are often blurred.

Consumers’ expectations have increased and, accordingly, businesses offerings have and will continue to expand.
While having an online storefront was once adequate, legacy e-commerce technologies consisting purely of catalogue, shopping cart and basic payment functionality are no longer sufficient in an increasingly sophisticated marketplace.

Once the domain of the IT department, a company’s e-commerce outlet is now subject to competition between brand and product managers, on and offline marketing managers, call & contact centre controllers, business development managers and, often, the entire executive hierarchy.
While many online sellers have enhanced their basic platforms, adding features such as search, promotion management and merchandising, these second generation platforms still take a product-centric approach.

Those that lead the way will provide the sophisticated functionality needed to better serve the next generation of consumers.

The novelty of ecommerce is no longer an incentive in itself for the consumer; businesses need to manage their online outlets with the same rigour as all of their other channels.

The process needs to span across the entire customer lifecycle of attracting, selling and servicing.
While the IT department will, of course, always play a crucial role in ecommerce it is vital to ensure that there are clear channels of input from all corners of the business.

Most importantly, an ecommerce platform needs to be run and assessed like any other aspect of a business – it should enable board level decision makers to see, understand and control as well as any offline outlet.

cheat how many guys cheat why husband cheat on their wife
medical abortions read abortion clinic
discount drug coupon go coupons prescriptions
discount drug coupons transfer prescription coupon
abortion photos how expensive is an abortion abortion at 5 weeks
prescription coupon card new prescription coupons prescription savings card
discount coupon abortion pills over the counter surgical abortion
discount grocery coupons abortion clinics in richmond va
abortion clinics in birmingham how to get an abortion pill
late abortion click aborted babies
cialis price store generic cialis source
aida kreuzfahrt aidadiva aida angebote
prescriptions coupons online cialis coupons
buscopan plus preis buscopan plus preis buscopan dragees
free cialis samples coupon coupons cialis
cialis discounts coupons coupons prescriptions
viagra recenze viagra recenze viagra prodej
cheap abortion pill clinics how much does an abortion pill cost anti abortion pill
lamisil comprimidos lamisil crema precio lamisil crema precio
naltrexone abuse click naltrexone how long does it take to work
what is vivitrol used for opiate antagonist naltrexone naltrexone implant locations

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.