E-Commerce Growth Strategy

4

Consumer behaviour

This book approaches growing an e-commerce business or digital-native consumer brand from two fundamental perspectives: the first is that growth does not only hinge on marketing alone but is a cross-functional growth effort, and the second is that of customer-centricity – meaning your operational optimization should focus on profitably improving the experience of your customers.

Customer-centric e-commerce growth must absolutely start with a deep understanding of your customer. Without a deep behavioural understanding of your audience’s pain points, values, wants, needs and desires, sustained growth would be impossible. This chapter is probably the most important in the entire book because it lays in the fundamental principles ...