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.
Who are your customers, and how you reach them?
Customers
Explore differences between B2B and B2C customers and how to approach customer segmentation and leverage customer data to get valuable insights
Channels
All commerce is digital. Explore digital channels to reach your customers – online & physical stores, social media, chat, IoT, marketplaces
What are your products and offers?
Products
Learn about different product types from a Digital Commerce perspective (physical products, services, subscriptions, configurable products, product options, gift cards, …)
Merchandising
Learn digital merchandising techniques in e-commerce – cross-sell & up-sell, labeling, bundles, searchandising, using AI for personalization
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.
What is your approach to pricing?
Prices
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)
Promotions
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
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
Checkout
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.
Payment
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)
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
Build YOUR Digital Commerce Canvas
Michael Vax
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