E-commerce in practice
E-commerce that works in production – not just in a demo
We have built and run an e-commerce business from zero to SEK 54 million, selling across much of Europe. That is where these nine areas come from: the things that actually cost money when they are wrong.
01 — The whole picture
See the whole picture before you change anything
A store is not a website. It is item data, stock, prices, orders, payments, logistics, bookkeeping, returns, customer service and law – all at once. Changing one part without understanding the rest is how projects become expensive.
What we look at
- Systems, integrations and who owns which data
- Where orders, stock and money actually flow
- Manual work that should not be manual
- What is measured – and what is only assumed
Usually fastest to fix
- Stock balances that differ between systems
- Orders that need manual handling every morning
- Prices and margins that are not followed up
- Returns and customer service without routines
02 — Purchase flow
Fewer steps, less friction, more measurement
Every step in the checkout has a measurement point – and a common reason why the customer leaves. We work through the flow from product page to confirmation, and we fix the steps that cost the most.
| Step | Common loss | What we change |
|---|---|---|
| Product page | Missing information, slow images | Content structure, delivery promise, speed |
| Cart | Unclear shipping cost | Price and delivery up front |
| Checkout | Too many fields, no guest checkout | Fewer steps, local payment methods |
| Payment | Failures and unclear errors | Fallbacks, error messages, monitoring |
| Confirmation | No follow-up, no tracking | Order status, delivery updates, returns |
What we do
- Measure the flow end to end, not just visits
- Remove steps that do not add trust or value
- Set up measurement that answers whether it worked
03 — Pricing
Pricing and margin – systematic, not gut feeling
Most stores know their revenue and their purchases. Far fewer know their margin per product, channel and campaign – and that is where the money is. We build the model, the follow-up and the rules for when a price should change.
- Margin per product, category and channel
- Price changes with rules, not opinions
- Campaigns and discounts measured after the fact
- Freight, returns and payment fees included in the calculation
04 — Inventory
Inventory, integrations and delivery flow
Stock that does not sync is the most common symptom we see. The cause is almost always the same: item data and flows between ERP, storefront, logistics and finance that were never built to agree.
What decides whether it works
- One owner per data field – one system is the source of truth
- Stock reservations instead of manual corrections
- Delivery times that are calculated, not guessed
- Reconciliation that runs by itself, every night
05 — Compliance
Compliance in e-commerce – what is actually reviewed
Consumer law, GDPR, the AI Act when you use AI in customer contact, and the rules for distance selling. We focus on the parts that are actually reviewed and that create real risk when they are missing.
| Area | What is checked |
|---|---|
| Terms and returns | Right of withdrawal, return costs, complaints handling |
| Cookies and tracking | Consent before non-essential cookies, correct information |
| Privacy | Legal basis, retention, processor agreements, rights requests |
| AI in customer contact | Transparency, human oversight, documentation |
| Accessibility | Requirements that apply to your market and sector |
06 — Customer service
Customer service and external service partners
Customer service is where trust is kept or lost. We set up routines, response times, reason codes and feedback loops – and help you decide what to handle in-house and what to outsource.
- Response times per channel, with follow-up
- Reason codes so that the same problem is fixed once
- Clear boundaries for what external partners may do in your name
- Escalation paths for complaints, fraud and personal data breaches
07 — Telephony
Phone, opening hours, voicemail and SMS to the store
The phone is still where the most valuable customers call. We set up numbers, opening hours, queues, voicemail and SMS notifications so that calls reach a person – and so that nothing is promised that the warehouse cannot deliver.
- Numbers and opening hours that match the storefront
- Queue messages and voicemail with a follow-up routine
- SMS to the store when something needs to be acted on
- Measurement: how many calls, about what, and how many answered
08 — New markets
Several countries: the EU and Norway
Selling abroad is not only translation. It is VAT, shipping, returns, payment methods, customer service hours and local expectations. We have done it in practice and we know where the surprises are.
- VAT and reporting per market
- Shipping, customs and returns in practice
- Local payment methods that customers actually use
- Norway: outside the EU, with its own rules
09 — Responsibility
What can we take over?
| Area | We do | You keep |
|---|---|---|
| Strategy and roadmap | Analysis, priorities, business case | Decisions and budget |
| Integrations | Design, build, test, monitoring | Supplier contacts |
| Compliance | Documentation, routines, training | Legal responsibility |
| Customer service | Routines, measurement, supplier follow-up | Daily staffing |
| Interim leadership | CTO/CISO role, recruitment support | The permanent hire |
Want a second opinion? Book a meeting and we will go through your setup with the same eyes we used when building our own – and tell you the three things worth fixing first.
Next step
Want your setup reviewed?
We go through purchase flow, integrations, compliance and customer service – and tell you what to fix first.