Dig below the surface of your eCommerce ecosystem and really measure its success

The priority is to analyse and measure every part of the business - from strategy and technology to customer experience - to identify what’s delivering results and what’s falling short. 

With markets moving fast and customer expectations constantly shifting, improving key areas quickly is essential to keep up. 

Personalisation, loyalty, and faster checkouts are some of the main areas brands focus on to ensure their existing systems deliver where it matters most. 

Teams are taking a closer look at data - across customer behaviour, sales, site performance, and speed - to understand what’s working and where there’s room to improve. The aim is simple: make smarter decisions based on real insight, not assumption. 

So where are brands focusing right now? What small changes could unlock that extra 10% - or push sales further? 

Marc Ludwig, Head of Technology Solutions at SQLI UK and MENA, shares where many of SQLI’s clients are focusing their efforts - and the incremental shifts making a real impact. 

Improving product discovery through search 

Product discovery is a vital area many businesses can improve in. Are promotions relevant to the customer? Are they getting bogged down through too much choice? How are they finding the products you want to help them find? 

Determining what the business strategy is remains central to getting this right. Do you want people to move from buying one pair of shoes to two? Is getting customer life-time value, the main goal? 

“With one footwear brand we work with, we’re focusing on improving product discovery through search. Their current setup hasn’t been touched in three years, so we’re making sure it surfaces the right products at the right time. 

“Once it's performing as it should, we’ll analyse whether there’s even a need to move to a different search service. 

“We're not making that decision for them, but it’s about measuring the impact of those improvements. How is it helping the customer find the right products? Is that working?   

“Then we advise whether further investment would genuinely add value. More often than not, they don’t need a new integration at all - the initial improvements are enough.” 

Making loyalty count 

Many brands today have made improving customer loyalty their number one target. The global loyalty management market size was valued at $13.31 billion in 2024 and projected to grow to $41.21 billion by 2032. By rewarding and engaging with customers authentically, brands are seeing much bigger returns.  

“We’re working with a partner to build a new loyalty programme from the ground up. That started with defining exactly what they needed - not just identifying vendors, but setting clear criteria for what the solution had to deliver. 

“We then supported the RFP process, helping them evaluate the options and make a well-informed choice.” 

CDPs ensuring better customer experiences  

While personalisation is nothing new, new approaches with Customer Data Programmes are ensuring these experiences are better. Gone are the days where a name, date of birth and preferences are enough to make a difference. Now, it’s a case of ‘who are they’, ‘what are they looking to buy’ and ‘why are they looking at you as a brand?’ ‘What will help them become a long-term value customer?’ 

Marc said: “We’re currently running an RFP for an existing customer alongside our data partner, Station 10. There’s real momentum now in data maturity - with some impressive platforms using AI to help brands better understand who their customers actually are. And once you’ve got that clearer picture, then you can start to personalise in meaningful ways. 

“CDPs are a big investment, but most of our customers now see the value. Our role is to look at the systems they already have in place and identify what kind of data programme actually fits their needs. Data’s coming in from everywhere - click behaviour, first-party, zero-party - and the challenge is bringing all that together into a single, usable view. It’s complex work, but it’s essential.” 

Platform migration: the right decision? 

Replatforming can feel like the obvious answer when an eCommerce setup starts to show its age - but it's not always the right one. 

Rather than jumping to a full rebuild, it’s worth asking: what’s the actual goal? Are there smarter, faster ways to get there? 

Marc explained: “When a brand wants to replatform, our first step is to understand why. What’s the goal? In one recent case, the focus was clear: increase online sales and drive more customers into stores. 

“Sometimes a full rebuild makes sense. But often, a proper assessment of the current setup reveals quicker, more cost-effective ways to get the same results. 

“Budgets aren’t what they were five years ago. It’s more important than ever to get the most out of what you’ve already got.” 

Summary 

For most businesses, growth depends on digital commerce - but success isn’t about chasing every shiny new tool. It’s about regularly reviewing your digital strategy to stay efficient, meet evolving customer expectations, and drive real results. 

That means understanding your unique challenges and making smart, practical decisions - not just reacting to the latest trends. 

Partnering with SQLI means getting expert advice tailored to your business, backed by deep industry experience and proven technology know-how. We help you cut through the noise and focus on what truly moves the needle: your goals, your customers, and a clear, achievable roadmap forward.