E-commerce · Fashion · Digital Operations
Supporting a fashion commerce ecosystem beyond the storefront
Commerce, wholesale workflow, measurement and infrastructure support for a fashion brand, where the storefront is only the visible part of the operation.
Commerce experience
Wholesale workflow
Conversion measurement
Infrastructure support
Operational continuity
The challenge
A fashion brand selling both to consumers and to trade has two businesses sharing one catalogue. The storefront is the part customers see; the operation behind it—wholesale ordering, order handling, notification, measurement—is where the work actually accumulates.
Brands in this position often have a well-presented storefront sitting on top of processes still being run manually, and no reliable measurement of which marketing spend produced which order.
The approach
I treated the storefront, the wholesale workflow and the measurement layer as one system rather than three engagements, because a change in any of them shows up in the other two.
Measurement in particular is not a marketing add-on. If conversion events do not fire correctly at the point an order completes, every downstream decision about advertising spend is being made on numbers that are wrong in an unknown direction.
What I delivered
Collections and catalogue experience work on the consumer side, with the wholesale ordering workflow supported alongside it, and order notification handling so the operation is told what it needs to know without manual checking.
On the measurement side, analytics and tagging with conversion tracking configured so that order completion is recorded once, correctly, and Google Ads conversion measurement reflects genuine orders rather than page views that resemble them. Infrastructure and operational support ran alongside, including the security-related operational work that handling payments imposes.
Outcome
The brand's commerce operation is supported as a whole rather than as a storefront with unrelated problems attached, and the marketing decisions being made downstream rest on conversion data that is measuring what it claims to.
Commercial detail, order data and security specifics stay with the client.
My contribution
- Collections and catalogue experience
- Commerce UX
- Wholesale ordering workflow
- Analytics, tagging and conversion tracking
- Order notification workflows
- Infrastructure and operational support
Technology
- E-commerce platform
- Google Analytics 4
- Google Ads conversion tracking
- Tag management
- Transactional email
Commercial performance, order data and security detail remain confidential to the client.
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