Author: Chloë Thomas
Publisher: Kernu
Reviewer: Nicholas Kenwrick-Piercy, head of ecommerce, B2B marketing
One of the difficulties with ecommerce is successfully picking out the key points without getting overwhelmed or lost in a myriad of details, something that is incredibly easy to do. To further complicate the subject, there are a tonne of acronyms – SEO, AOV, SSL, CMS – and technical words that can obscure the key learning process.
Ecommerce Masterplan’s clarity and plain English makes this book accessible to all. Many will feel the high-level overview is more suited to those making their first forays into ecommerce. However, this is also an ideal framework for those senior executives grasping with the realities of the online medium and have a desire to be better informed for discussions with their ecommerce team.
Having said this, the examples and some activities are unashamedly orientated towards consumer goods.
On the surface this would seem to exclude the majority of the B2B audience, nevertheless the core principles and three-step framework still has integrity and relevance for insight on ecommerce matters.
The accompanying worksheets make this more than a read, leading you through the practical process of considering how each aspect might relate to your own business. The practical guidance given is universal to all ecommerce businesses.
The book is well written and thought-out, though a little light on the practical details that set apart Thomas’ invaluable training seminars. I’d only recommend this book finds its way onto your reading list if you feel you can filter out the B2C focus.
Star rating: 3/5
