After watching and advising e-commerce retailers and brands for over 16 years, we’ve learned that online businesses need to master the entire spectrum of ecommerce - from marketing, to selling, to fulfilling - to ensure that their story is a successful one.

And despite an increasingly fragmented ecommerce landscape, a deluge of online competition and a growing population of fickle consumers, stories of success are everywhere.

They are the stories of adaptability. They are the stories of growth — strategic growth, tactical growth, and ultimately, financial growth.

For some sellers, the tale below is open to adaption to suit your business. Not every chapter may apply to you at this time. Maybe you’re still relying on your resellers for a social strategy. Maybe you aren’t selling your full line of products directly to consumers. Or maybe it’s too soon to re-evaluate your fulfilment operations and own the “last mile” of delivery.

Regardless, evolution and growth are essential to your long-term success as an online seller. And as you mature as a manufacturer, retailer, reseller, the full spectrum of e-commerce will be relevant and vital to you and the future of your business.