Book 2025

Retail E-Commerce Management

Discover the winning strategies to excel in retail e-commerce. Perfect for professionals and entrepreneurs, this e-book provides a practical and up-to-date guide on omnichannel, artificial intelligence, and customer-centricity. Equip yourself with the tools needed to tackle the challenges of the digital market and elevate your business.

Introduction

When it comes to e-commerce training, many professional schools tend to focus exclusively on the marketing aspect, often underestimating the fundamental reality that e-commerce, first and foremost, is a store. As such, it involves activities that go far beyond marketing and commercialization.

This becomes even more crucial when e-commerce is developed by a retail company. For it to be sustainable, e-commerce must be perfectly integrated with the network of physical stores, avoiding competition with those stores and preventing it from becoming an unsustainable element.

This book serves as a step-by-step guide to training a Retail E-Commerce Manager, providing a comprehensive overview of all aspects of e-commerce within the retail context, and not just marketing. It addresses topics with an approach that considers the maximum difficulty and complexity of a project, offering practical insights for managing less complex projects independently and making them scalable.

Moreover, it integrates market research into strategic models for the future of digitalized retail, serving as an educational guide for E-Commerce Managers and Directors, with a focus on work methods, relationship strategies, organization, and a deep understanding of the operational functions related to retail e-commerce.

Written by Gabriele Taviani, who brings extensive experience as an e-commerce and digital marketing manager in the retail sectors of food, cosmetics, and gift products, this book was born out of the desire to convey the importance and complexity of this role.

Many believe that the job of an E-Commerce Marketing Expert is simple and accessible to anyone with minimal experience in web and retail, but the author hopes to demonstrate otherwise, showing just how intricate and complex the role is, and how essential deep knowledge and experience are.

With over 90,000 words, 347 pages, and more than 500 citations from external sources, this work is highly complex and would not have been possible without the support of Generative Artificial Intelligence. Therefore, a significant thank you goes to OpenAI, whose ChatGPT-4 made the creation of this book possible.

Book Chapters

The Retail

The first chapter explores the evolution of the retail sector, from its historical origins to contemporary business models, including the impact of the pandemic and future prospects. The goal is to provide a deep understanding of retail dynamics, preparing readers for the challenges and opportunities in today’s market.

Retail E-Commerce Manager

This chapter delves into the strategic role of the Retail E-Commerce Manager, a key figure in managing digital operations within a retail context. It examines the necessary skills, team organization, and integration between online and offline, aiming to train professionals capable of leading e-commerce success in a retail company.

Feasibility Study

The third chapter focuses on the importance of an accurate feasibility study for launching an e-commerce project. It analyzes the market, competition, and necessary resources, providing a practical guide for planning and assessing the sustainability of new digital initiatives in retail.

Order Management

The fourth chapter explores the Order Management process, from validation and production stages to handling shipping and returns. The goal is to provide a practical guide to optimizing operational efficiency and ensuring a high-quality customer experience in e-commerce.

Store Management

The fifth chapter addresses store management, both physical and online, in an omnichannel context. It explores the integration between e-commerce and physical retail, product catalog management, and optimizing user experience, with the aim of improving operational efficiency and customer satisfaction.

E-Commerce Marketing

The sixth chapter examines e-commerce marketing strategies and DriveToStore campaigns, focusing on behavioral data management, customer journey personalization, and the use of digital tools to attract customers to physical stores. The goal is to maximize marketing campaign effectiveness by integrating online and offline in an omnichannel context.

Customer Service

The seventh chapter explores the crucial role of customer service in retail e-commerce, emphasizing the importance of technological integration, personalization, and proactive engagement. The goal is to provide effective strategies to enhance customer satisfaction and loyalty, ensuring high-quality service across all channels.

Artificial Intelligence

The eighth chapter explores the use of artificial intelligence in retail e-commerce, focusing on how AI can personalize the customer experience, optimize operations, and predict market trends. The goal is to guide retailers in adopting advanced technologies to improve efficiency and competitiveness, while also addressing ethical and data management challenges.

Book Conclusion

The book analyzes the challenges and opportunities of retail e-commerce, with a focus on omnichannel strategies, customer-centricity, and artificial intelligence. In an increasingly digital market, retailers must integrate online and offline channels, personalize the customer experience, and adopt innovative technologies. The future of retail will demand speed, flexibility, and a strong focus on customer needs, with models like store-centric B2B2C playing a crucial role in long-term success.

Frequently Asked Questions

Why should I read this book if I’m already an e-commerce expert?

Even for experts, this book provides an up-to-date and in-depth look at the latest trends, technologies, and strategies in retail e-commerce. With a focus on omnichannel strategies, customer-centricity, and artificial intelligence, it offers practical tools to stay competitive in a constantly evolving market.

How can this book help me improve my e-commerce strategies?

This book will guide you through best practices and innovative strategies to optimize the entire customer experience, seamlessly integrate online and offline channels, and leverage artificial intelligence to personalize interactions. It’s an essential resource for anyone looking to sustainably grow their business and quickly adapt to market changes.

What tangible benefits can I gain from applying the strategies described in the book?

By applying the strategies outlined in the book, you can improve operational efficiency, increase customer loyalty, and maximize sales through optimized order management, a strong omnichannel presence, and advanced personalization of shopping experiences. These advantages will give you a significant competitive edge.

Is this book suitable for small businesses or only for large companies?

The book is valuable for both small businesses and large enterprises. The strategies and technologies discussed are scalable and can be adapted to any business size. Even small businesses can greatly benefit from implementing these strategies to enhance their presence in the e-commerce market.

Why is this book relevant to the future of retail?

The future of retail is increasingly geared towards digital integration, personalization, and operational efficiency. This book prepares you to face future challenges with practical strategies and an innovative approach, ensuring that you not only keep up but lead change in your industry.

What makes this book different from others on the market?

This book stands out for its exclusive and practical approach, based on over twenty years of industry experience. It’s not just theory but concrete strategies tested in the field, integrated with real examples and case studies that will guide you in improving every aspect of your e-commerce business.

How comprehensive is the content of the book?

With over 340 pages of detailed content, the book is a comprehensive resource covering every aspect of retail e-commerce, from Order Management to omnichannel marketing, and the latest technological innovations. Each chapter is designed to provide a complete and immediately applicable learning experience.

What is the importance of the 500 external citations in the book?

The 500 citations in the book come from authoritative sources like Amazon, Google, Alibaba, and other market leaders, providing solid support for the strategies discussed. These citations add credibility and strengthen the authority of the content, ensuring that the information provided is reliable and relevant to the current retail e-commerce landscape.