The key to ecommerce success is offering compelling, high-demand products and services. Behind those products and services, however, are foundational levers that can make or break a business.
I’ll address four of them in this post.
Technology
The most powerful growth lever in ecommerce and omnichannel retailing is technology. The entire ecommerce industry is based on it.
Technology can automate tasks, such as address verification, fraud detection, Google Ads’ bidding, or platform integrations (with Zapier).
ChatGPT and, more generally, artificial intelligence can streamline product descriptions, content marketing, and search engine optimization, among other benefits. For example, Black Crow, a predictive AI platform, collects first-party data to help ecommerce companies predict visitors’ actions, personalizing their experiences and driving conversions.
The downside of deploying technology is the temptation to chase the newest offerings. A business might buy into software and automation too soon, building out large architectures and tools with no ensuing benefit.
People
When it hires employees or contractors, a business taps into the expertise and productivity of those workers. The leverage people provide is why we form companies.
For ecommerce operations, the people lever can boost throughput. More warehouse pickers and packers could process more orders. More orders processed might lead to fast delivery times, happy customers, and reorders.
The lever is not perfect,...
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