September 19, 2006, 12:00 AM boosts average order 10% on new e-commerce platform

The London-based online retailer of electronic home appliances moves off a hosted platform onto software from Elastic Path. Order entry errors and cart abandonment decreased and orders processed daily rose 200%.

Kurt Peters

Executive Editor, a London-based e-retailer of home appliances, boosted its average order size by 10% and cut its cart abandonment rate among new shoppers after moving to a new e-commerce platform from Elastic Path, a Vancouver-based software provider, the company reports., launched in the U.K. in 2001 and working to establish itself as a premier online destination for electronic home goods in Europe, had reached a threshold of about 100 orders per day, which was exceeding the processing capabilities of its existing hosted e-commerce platform. As a result, order processing was becoming dependent on manual processing, which lead to order entry errors and left accounting and e-commerce systems operating in silos.

After evaluating several e-commerce software packages including the option of building a new e-commerce platform in-house, the retailer implemented Elastic Path’s Java-based commerce software. The platform’s flexibility offered the ability to make modifications accommodating U.K.-specific pricing, tax, discount and shipping requirements, as well as the ability to plug in branded micro sites of top manufacturers-a key component of the retailer’s overall marketing strategy-and manage them through the same back-end.

Within eight months of implementing the new platform, increased order accuracy by 150% and is now processing about 200-300 online orders per day-a 200% increase from its maximum daily order processing capability on the former platform. The new software-based platform also has afforded the retailer the ability to track, segment and reward repeat customers, while adding the ability to scale technology as operational requirements dictate.




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