Practical, no-nonsense, and immediately usable: A-Z eCommerce is the compact playbook for anyone who builds, markets or runs online retail brands. Christian Strutt has translated two decades of hands-on experience into an organised, bite-sized reference that guides decisions from launch through scale. If you want tactics that move revenue, retention and unit economics-not theory-this is the book to keep on your desk.
What you get
- An A-Z structure that maps the full eCommerce operating system: Acquisition, Branding, Conversion, Data, Email, Fulfilment, Growth, Headless architecture, Influencer partnerships, Journeys, KPIs, Loyalty, Merchandising, NPD, Omnichannel, Personalisation, Reviews and UGC, Retargeting, SEO, Testing, UX, Value proposition, Wholesale, eXperience metrics, Yield management and Zero-party data.
- Actionable entries: checklists, templates, experiment ideas and step-by-step tactics you can adapt to your tech stack and growth stage.
- Channel-aware, platform-agnostic guidance so you can apply the playbook whether you run DTC, marketplaces, subscriptions or a hybrid model.
- Real-world focus: frameworks built from advising teams, running campaigns and measuring what actually impacts revenue and retention.
Who this book is for
- Founders launching their first product who need efficient validation and core analytics.
- Growth teams at scale-ups who must diversify acquisition, formalise testing and optimise unit economics.
- Marketing and product leaders seeking a single reference that connects branding, data governance and operational resilience.
- Operators responsible for fulfilment, customer experience and retention who need practical checklists to reduce friction and cost.
Core themes that run through every chapter
- Customer-centred economics: design strategies around cohort LTV and the true cost to acquire, serve and retain customers.
- Systems thinking: treat channels as parts of an integrated operating model-feedback loops between marketing, product, fulfilment and finance accelerate learning.
- Measurement discipline: invest in clear analytics governance, event taxonomy and owned data sources to turn information into reliable insight.
- Diversified discovery: pair scalable paid media with SEO, content partnerships, marketplaces and influencer-driven organic demand.
- Test-and-learn culture: run properly powered experiments, prioritise high-impact tests and treat negative results as learning.
- Experience and trust as multipliers: product pages, reviews, post-purchase journeys and reliable fulfilment all boost conversion and repeat purchase.
- Privacy-first data strategies: build zero-party collection into the customer experience and prioritise consented, first-party data.
What you'll be able to do
- Audit your analytics and fix event taxonomy gaps.
- Run cohort-based LTV/CAC analysis that informs acquisition and retention investments.
- Design experiments with proper power calculations and measurable hypotheses.
- Improve checkout, reduce returns and optimise fulfilment costs without harming brand trust.
- Build simple, high-impact personalisation flows before investing in complex ML systems.
- Create an operational sprint that reduces technical debt impeding marketing velocity.
A practical, stage-aware roadmap
Chapters include concrete next steps for early-stage launches, scale-ups and mature brands, plus a ten-point checklist to carry forward. Use the book as both a reference and a playbook: read it cover to cover or dive straight to the letters you need now.
About the author
Christian Strutt combines consulting and in-house leadership at Milton Keynes Marketing, advising eCommerce teams on growth, measurement and customer experience.
Contact our eCommerce marketing agency at www.MiltonKeynesMarketng.uk
