eCommerce Scar Tissue

Real Lessons. Hard Earned. Strategy that holds up under pressure.

This is how someone with 25 years of eCommerce scar tissue thinks.

eCommerce businesses do not fail because of technology.

They fail because the business misunderstands what actually drives eCommerce growth.

Over the last 25 years, I have watched businesses invest heavily into:

Site redesigns
Platform changes (replatforming)
Agency relationships
Digital Marketing with no focus
Digital transformation programs with no strategy
AI tools with no foundations in place
Conversion optimisation initiatives using no data

All of the above absorbs time, money and attention, with the real commercial problems untouched.

The above becomes compounded when businesses...

Destroy margin through acquisition dependency
Mistake aesthetics for customer experience
Overcomplicate technology stacks
Chase traffic while ignoring conversion friction
Focus on technical features instead of customer experiences

The reality is eCommerce channels are rarely built through commercial clarity, operational alignment, customer-centric empathy and thousands of small strategic decisions that work harmoniously together compounding over time.

What 25 years in eCommerce teaches you

After more than two decades working across eCommerce strategy, digital transformation, customer experience and online growth, certain patterns become impossible to ignore.

Most eCommerce problems are interconnected...

Traffic affects conversion.
Conversion affects profitability.
Customer experience affects retention.
Operational complexity affects scalability.
Leadership decisions affect everything.

This is why many eCommerce businesses struggle to create sustainable growth...

The website team focuses on design.
The marketing team focuses on traffic.
The technology team focuses on platforms.
Leadership focuses on growth.

Very few look at how all of these decisions work together commercially.

Why businesses engage an experienced eCommerce consultant

Most eCommerce businesses are not struggling because they lack activity.

They are struggling because:

Priorities are disconnected
Teams are fragmented
Customer friction is misunderstood
Technology decisions are driving complexity
Leadership is reacting to symptoms rather than identifying the real commercial constraint.

After 25 years in eCommerce, one thing becomes very clear: the visible problem is rarely the real problem.

That is where experienced strategic guidance becomes valuable.

Published Author — eCommerce Strategy & Commercial Insight

Greg Randall has written and published books and articles focused on eCommerce strategy, customer experience and online growth.

These insights were not created in theory.

They were shaped by years of working through the commercial realities, mistakes, complexity and evolution of eCommerce businesses.

That is the difference between information and scar tissue.

And it is one of the reasons why businesses continue to seek experienced strategic guidance in an increasingly complex digital environment.

View Greg's Books

Ready to Grow? Let's Go!

”The first step is contacting Comma Consulting and setting up a first meeting with Greg.”

The first meeting is always complimentary and allows you to explain your current stage in your digital transformation journey.

Once Greg has context for your journey, he can explain how he can help.

Email Greg at greg@commaconsulting.com.au or call on 0477723474.

What others had to say

"Greg's data-led approach, references best practice and resulted in a an actionable and comprehensive review"

Greg’s approach to coaching was enhanced by his depth of knowledge in eCommerce. His skill set covers not only frontend applications but also technical functionality. His approach is data-led, references best practice and resulted for our business in an in-depth and comprehensive review, that was highly actionable.

Catherine Scheider
Omni Executive Levi's

"Greg put together a researched, achievable, and bespoke treatment that we were able to implement to success"

Greg unpacked our business requirements and put together a researched, achievable, and bespoke treatment that we were able to implement to success.Bringing a breadth of experience and up-to-date industry insight into his recommendations, Greg represents the consumer-first approach required of a comprehensive UX overhaul. The end result of our project has attracted positive attention from digital leaders of other markets within our global company.

Mickey Imperiali
Head of eCommerce Krispy Kreme Doughnuts

"Greg was pivotal in creating a user experience design plan for our B2B clients"

Greg was pivotal in creating a user experience design plan for our B2B clients. Greg considered our strategic needs, our complex customer needs, and the vast technical systems that we need to interact with to deliver meaningful experiences.The experiences Greg created were innovative and exactly what we needed to meet our customer needs. Greg was a pleasure to work with. He listened, took feedback, and worked together to get the right result.

Mel Neilson
Head of Customer Experience Komatsu