[ Ecommerce · Full playbook ]
// 03 / 20The buyer's playbook.
The working reference behind Ecommerce Website Cost & Development Guide 2026: what to ask, what to watch and how to run the first 90 days.
← Back to the guide[ RFP questions ]// 01
Questions that reveal real capability.
Ask for a relevant example, the decision made, the result or learning, and the person who would own the work.
- 01Map the order lifecycle, including exceptions and refunds.
- 02Which requirements are native, configured, app-based or custom?
- 03What is the three-year cost of apps, support and upgrades?
- 04How will inventory and orders recover from synchronization failure?
- 05What performance budgets will be tested on real mobile devices?
- 06How are accessibility, privacy, fraud and PCI duties divided?
- 07Describe migration, redirects, analytics validation and rollback.
- 08Which experiments are feasible at our traffic level?
[ Risk ]// 02
Make failure visible before signature.
| Risk | Early warning | Control |
|---|---|---|
| Fragile app stack | Overlapping scripts | Architecture review and ownership |
| Margin leakage | Shipping or returns misfire | Model unit economics and cases |
| Integration failure | Orders or inventory drift | Monitoring and reconciliation |
| Weak mobile conversion | Slow product journey | Mobile performance budgets |
| Migration loses demand | URLs or tracking break | Redirect and event QA |
[ Value case ]// 03
Measure outcomes—not activity.
01Conversion rateBaseline ________
90-day target ________
90-day target ________
02Gross profit per visitorBaseline ________
90-day target ________
90-day target ________
03Average order valueBaseline ________
90-day target ________
90-day target ________
04Checkout completionBaseline ________
90-day target ________
90-day target ________
05Return rateBaseline ________
90-day target ________
90-day target ________
06Product-data qualityBaseline ________
90-day target ________
90-day target ________
[ First 90 days ]// 04
Move from evidence to operating rhythm.
01
Days 1–30
Requirements, data model and analytics
Exit evidenceApproved baseline, owners, scope and risk log
02
Days 31–60
UX, build, integrations and catalogue QA
Exit evidenceWorking outputs, QA evidence and decision record
03
Days 61–90
Migration rehearsal, launch and conversion baseline
Exit evidenceMeasured result, learning backlog and operating owner
[ Reference desk ]// 05
Speak the same language.
| Term | Plain-language meaning |
|---|---|
| AOV | Average order value. |
| Conversion rate | Orders divided by eligible sessions. |
| Composable commerce | Independent services assembled into a stack. |
| Headless | Separated experience and commerce back end. |
| Product information model | Rules for catalogue data. |
| Contribution margin | Revenue less variable selling costs. |
[ Playbook in hand? ]