e-Commerce Enablers

The growing emphasis on e-commerce has led to the rise of e-commerce enablers – service providers or platforms that help businesses establish, operate, and enhance – their online business. As brands scale their digital capabilities, these partners play a vital role in aligning the broader marketing ecosystem to support sustained growth.

Key Takeaways: 

• The emergence of e-commerce enablers: E-commerce enablers help offline-first brands navigate strategy, channels, and regional marketing. Their role has expanded to include fulfilment, insights, and forecasting, but they face challenges such as platform inconsistency and market fragmentation.
• Capability and maturity of e-commerce enablers: Services range from store management to marketing, supply chain, customer support, checkout, and analytics with capabilities varying in depth.
• Working with e-commerce enablers: Choosing between in-house or outsourced support depends on brand needs and the value enablers can provide. Understanding available platforms, partner options, and contract terms is key to driving efficiency.

As e-commerce enablers increase across regions, competition is prompting them to deepen their local market knowledge and expand their service offerings. Many have expanded from basic warehouse management to full fulfillment solutions, running marketplace stores, launching campaigns, managing promotions, and even supporting livestream commerce. Marketing, analytics, and customer support are becoming integral, with enablers using data to forecast demand, inform strategy, and personalize the shopping experience.

Yet, challenges persist. Managing multiple platforms without standardized systems, limited first-party data, and restrictions on customized promotions that reduce differentiation. Cross-border operations add further complexity. While newer all-in-one and SaaS solutions have given brands greater control, the next wave of enablers must invest in technology, integration, and customer insights to stand out in an increasingly crowded market.

Building a profitable e-commerce business requires strong governance, a clear strategy, and effective use of technology. A cross-functional team should align goals, budgets, and roles, ensuring in-house and external partners work seamlessly. Profitability must take priority over pure revenue by addressing high-cost areas such as logistics and fulfilment, while leveraging technology and AI to streamline operations, test rapidly, and scale successful initiatives.

Report Highlights: 

• Negotiating with insight and expertise: Marketers should leverage market understanding and sound contract expertise to build agency partnerships that are both fair and sustainable to navigate post-pandemic challenges.
• The importance of strong contract foundations: Clear and comprehensive contracts establish mutual expectations, provide mechanisms for ongoing financial transparency, and enable flexibility to adapt to evolving needs. Transparency around resources and how data is handled is also essential to maintain trust and accountability.
• Proactive risk management: Early risk identification, through audit rights and partnership transparency, along with regular financial reviews and suitable payment models, helps safeguard and sustain partnerships.