e-Commerce

I spent seven years running e-commerce for Bivouac Outdoor's group of sites, including Natureshop and Inov-8 NZ. We won Wilderness Magazine's Retailer of the Year three years straight, from 2014 to 2016. Before that, I ran e-commerce for GO Outdoors in the UK, where the site became the most visited outdoor retail site in the country according to Hitwise.

Neither of those happened by accident. E-commerce isn't a website with a checkout bolted on. It's the whole system: product, content, conversion, and fulfilment, all working together to make a stranger trust you enough to type in their card details.

I think about e-commerce the way I think about a good trail. Every step should be obvious, every decision should be easy, and if someone stops halfway, that's a signal something in the path is wrong.