Why Ecommerce Transformations Still Fail

The failure pattern is consistent. A platform decision is made early, before the commercial model is clear. Scope grows to satisfy every function. Delivery becomes the goal, and trading becomes something that happens after go-live.

Transformations that work start from the money: where value is created, where it leaks, and what has to be true for the next increment of growth. Technology choices follow that, and are deliberately reversible where the answer is uncertain.

The other difference is ownership. Someone commercial has to own the outcome for years, not the launch for months. Without that, the programme ends and the business quietly returns to how it worked before.