• Integrating all internal systems and ensuring that information is amalgamated and accessible through a single point. This also provides a seamless customer journey between online and offline channels, by ensuring a shared view of customer transactions across functions

  • Systems should comprise real-time functionality to ensure information reflected is accurate and up-to-date, such as latest promotions and stock availability, in order for customers to enact purchases

  • Integrated systems also enable easy access to the latest CRM activities and customer information, such as customer profile and past purchase history, for operational transactions to be performed

  • An integrated system will create a more robust database to support data analytics activities, allowing insights to be synthesised across multiple points of view and avoid information silo


  • Devising E-Commerce platform architecture prior to development

  • Configuring the E-Commerce platform to maximise customer traffic and conversion. This includes UI/UX, loading time, and compatibility across varying devices

  • Ensuring appropriate policies are instituted for cyber security, data privacy, crisis management and recovery

Note: Infrastructure and policy-making responsibilities may be shared or assigned to the IT team, depending on organisation structure and scale.


  • Integrating E-Commerce operations into other functional areas in the long term

  • A pre-requisite to the integration would be sufficient scale of E-Commerce operations and structure. This would serve as an enabler for the organisation to achieve economies of scale and synergies between online and offline channels


  • Establishing robust data collection policies and implementing supporting infrastructure to build a strong database for data analytics (examples of data include site traffic, customer conversion rate, cart abandonment rate)

  • Utilising insights from data analytics to develop the e-commerce strategy that helps guide informed decision-making on platform optimisation


  • Expanding to new sales channels and cross-leveraging sales across multiple sales channels will help businesses grow their consumer reach, and increase consumer basket or average spend per visit

  • Adopt a customer focused strategy, in which product recommendations and promotion offerings are tailored according to customers’ online shopping behaviour
  • These are in turn enhanced by tools and platforms that support real-time analysis of and response to browsing behaviour
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