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E-Commerce Platform Selection and Integration: A Guide


The starting point for understanding best practice in platforms is understanding the wider ecosystem in which the e-commerce platform operates. Mapping business processes, technical requirements, market opportunity and operational realities to create an end-to-end e-commerce capability helps the marketer develop an understanding of the flows of data, content and payments.

Most standard e-commerce business processes are supported by the following:

  • The core e-commerce platform
  • Back office/ERP and accounting systems
  • Delivery partners
  • Product information management (PIM) systems for stock management
  • Digital asset management (DAM) systems for content
  • Payment options including credit/debit card acceptance and fraud mechanisms
  • An understanding of how to manage an e-commerce projects at inception and as part of business-as-usual
  • Partners to build platforms and integrate process flows.

Figure 1 illustrates the process flows that map to each part of the ecosystem.

Figure 1: The e-commerce ecosystem

Figure 4 The ecommerce ecosystem

Source: Colin Lewis

Each of these can be seen as a component part, with its own individual best practice.

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