Application
This unit describes the performance outcomes, skills and knowledge required to develop an ecommerce strategy for the online sale of products or services. It requires the ability to determine organisational ecommerce needs, develop a strategy and evaluate its effectiveness.
This unit applies to individuals working in a diverse range of businesses that operate online to sell products and services. They operate independently, under limited supervision from others, and are responsible for making a range of operational decisions.
No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENTS | PERFORMANCECRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Determine ecommerce requirements. | 1.1. Determine organisational objectives and priorities for ecommerce operations. 1.2. Consult with key personnel on current and future direction of the organisation and seek input into ecommerce strategy development. 1.3. Identify ecommerce resourcing and budget availability. 1.4. Review past ecommerce performance data to inform strategy development. 1.5. Analyse internal and external operating environment, including competitive landscape, to inform strategy development. 1.6. Research trends in ecommerce and use findings to influence strategy development. 1.7. Research and analyse ecommerce technologies and solutions that meet organisational objectives and resourcing availability. 1.8. Seek input from, relevant personnel to inform ecommerce strategy. |
2. Develop ecommerce strategy. | 2.1. Select ecommerce operating platform that best meets organisational and budgetary requirements and confirm technical feasibility. 2.2. Identify opportunities for the integration of existing systems and procedures and incorporate into strategy development. 2.3. Plan content strategy to inform the development of digital content across digital platforms and create consistency with non-digital content use. 2.4. Identify inventory logistics requirements and incorporate into strategy planning. 2.5. Research, identify and select suitable payment solutions for integration into ecommerce operations. 2.6. Complete security risk analysis to determine security requirements for protection of organisational and customer information and data. 2.7. Identify potential risks and issues in ecommerce operations and document contingency plans accordingly. 2.8. Establish key performance indicators and develop evaluation criteria. 2.9. Establish data collection and analysis needs and required analytical tools. 2.10. Determine flexibility of strategy and ensure strategy can react to environmental and technological changes. 2.11. Develop and document an action plan detailing key activities, responsibilities and timeframes. 2.12. Obtain input from relevant personnel and make adjustments to strategy based on feedback received. 2.13. Finalise ecommerce strategy and gain approval as required. |
3. Review ecommerce strategy. | 3.1. Evaluate ecommerce performance against targets to determine any changes required. 3.2. Continuously evaluate effectiveness of ecommerce design and useability, and implement changes based on data-supported analysis and decisions. |
Evidence of Performance
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
identify organisational ecommerce objectives and document an ecommerce strategy that details:
strategy for:
integration
content
inventory and logistics
security
payment
data collection and analytics
action plan:
key activities
responsibilities
timeframes
risk management and contingency planning
performance indicators and evaluation criteria
ecommerce technologies and solutions that meet organisational objectives:
features
functionality
cost
use evaluation criteria to review the performance of an ecommerce strategy and make recommendations for future improvements.
Evidence of Knowledge
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
key legal and ethical requirements and considerations as related to ecommerce strategy development:
Australian Consumer Law
copyright
privacy
codes of practice
security
purpose and key inclusions of an ecommerce strategy:
strategies for:
integration
content
inventory and logistics
security
payment
data collection and analytics
action plan
techniques for the following, as related to ecommerce strategy development:
risk management and contingency planning
developing performance indicators and evaluation criteria
optimising user experience
current trends in ecommerce related to:
payment
security
platforms
performance and user experience
integration
content
inventory and logistics
data collection and analysis
types of ecommerce platforms and solutions:
features
benefits
limitations
functionality
cost
key stakeholders involved in ecommerce strategy development and their role
common outsourcing as related to ecommerce
ecommerce architecture and how to achieve integration to create a total ecommerce solution.
Assessment Conditions
Skills must be demonstrated in a service industries environment. This can be:
an industry workplace
a simulated industry environment.
Assessment must ensure access to:
ecommerce monitoring tools
ecommerce performance data
organisational ecommerce objectives.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.
Foundation Skills
FOUNDATION SKILLS | |
Foundation skills essential to performance in this unit, but not explicit in the performance criteria, are listed here, along with a brief context statement. | |
SKILLS | DESCRIPTION |
Reading skills to: | interpret technical and complex ecommerce terminology. |
Numeracy skills to: | use numerical information to evaluate the impacts of ecommerce strategy on performance. |
Technology skills to: | use digital technologies and systems to access, document and communicate information. |
Sectors
Cross-Sector
Competency Field
Strategy