Use Digital Commerce Canvas to guide YOUR
Ecommerce Initiative


Digital Commerce Canvas has 4 sections and 11 components.
Each section is described in a separate article illustrated by examples from many industries and businesses

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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Content The term Merchandising comes from retail and refers to activities that promote sales, especially by presenting and positioning products in the store. It includes

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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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