11 Key Elements of
the Digital Commerce Canvas

Each component is described in details in a separate article illustrated by examples from different industries and businesses.

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Who are your customers, and how you reach them?


Explore differences between B2B and B2C customers and how to approach customer segmentation and leverage customer data to get valuable insights

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All commerce is digital. Explore digital channels to reach your customers – online & physical stores, social media, chat, IoT, marketplaces

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What are your products and offers?


Learn about different product types from a Digital Commerce perspective (physical products, services, subscriptions, configurable products, product options, gift cards, …)

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Ecommerce merchandising up-sell, cross-sell, related products


Learn digital merchandising techniques in e-commerce – cross-sell & up-sell, labeling, bundles, searchandising, using AI for personalization

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Product discovery

Success in digital commerce depends on how easy it is for customers to discover the products they need. Read about categorization, search & filtering, product content, product comparison, SEO, and other techniques.

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What is your approach to pricing?


Every product has a price – a number with a currency sign. There are many different types of pricing you can employ in the business (regular, sale, recurring, volume pricing with multiple tiers, per usage pricing, and other price dimensions)

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Promotions offer incentives to customers to buy certain products or services Understand the actions and conditions of promotions; learn how to use different types of coupons and referral & loyalty programs

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What are your products and offers?

Shopping cart

Shopping cart is the heart of the Ecommerce. Learn what to consider when implementing Add-to-Cart experience, support for multiple & shared carts in B2, cart page, wish lists, and recover abandoned carts

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The checkout flow is critical for the business. Avoid common mistakes. Discover the pros & cons of one-page , multistep, mobile checkouts, registered vs. guest, and how to provide a distraction-free experience.

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Learn about selecting payment providers and payment methods for your business (credit cards, bank transfers, recurring payments, payments in installments, gift cards, invoices, eWallets, cash on delivery, and others)

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Order management

Learn how to process an order to ensure great customer experience, build closer relationship with a customer to encourage further business, and handle returns and cancellations

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Build YOUR Digital Commerce Canvas

Ecommerce expert, Michael Vax

Michael Vax

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