Moving the Needle for Your E-Commerce Business with Data-Driven Insights

With multiple data sources and reports scattered across disconnected applications, they struggled to pull together a complete picture of performance. The rigidity of their existing reporting tool set-up also made it impossible to add or customize new key performance indicators, leaving the team with access to only generic sales data. These fragmented insights into their digital commerce performance meant the sales team haphazardly applied promotions and discounts, often eroding profitability instead of boosting sales. They also consistently missed opportunities to identify market trends, leading to a misuse of marketing resources and an inability to capture market share. Without an accurate assessment of conversions, customer lifetime value (CLV), average order value (AOV), and buying trends, leadership faced major challenges in pinpointing avenues for growth and improving profitability.

With an e-commerce set-up that lacked real-time, unified data insights, the company was struggling to make informed decisions. Their existing solution, which offered a black-box approach to data sourcing, made it difficult for stakeholders to trust and validate decisions. It also offered limited options for adding data sources, meaning they relied on substandard, disjointed product data, making it impossible to identify which products were driving profitability. As a result, leadership struggled to prioritize investments, adjust pricing strategies, and refine their product portfolio to align with market trends. And with no ability to control user permissions, their legal team feared that sensitive information was at risk of being accessed by users who shouldn’t see it.

Despite their loyal customer base, the company faced increasing challenges in meeting rising customer expectations. Their e-commerce platform’s lack of AI-driven insights slowed their ability to react to quickly changing market dynamics. Moreover, its inability to efficiently unify customer behavior data across data sources left them blind to critical metrics, such as order value, registrations, and customer demographics. As a result, their buying journey lacked personalization and was riddled with disruptions with no clear visibility into the root causes. Insufficient data led to inefficient resource allocation, putting their customer experience in further jeopardy. Without crucial insights, the team had no chance of identifying high-value customers or creating strategies that foster loyalty. Thus, customer churn increased as frustrated customers turned to competitors.

As their marketplace grew, the company hoped to further scale their business—but were limited by their existing infrastructure’s inability to aggregate data sources for a holistic view of merchant performance, product availability, and commissions. The inefficiency of their data collection led to misaligned priorities and missed opportunities for cost reduction. Because their reporting tool was external to the marketplace back office, they also faced challenges consistently tracking growth, maintaining a healthy commission structure, and diversifying their merchant base over time. This lack of visibility meant that high-performing merchants were overlooked while underperforming ones were ineffectively managed. Without accessible insights into which merchants were driving revenue, where to allocate resources to maximize ROI, or if commissions were optimized to balance revenue and cost, all they knew for certain was that their marketplace was failing to meet its potential.