A shopping session where a customer adds items to an online cart but leaves without completing the purchase. Abandoned cart recovery — through automated email sequences or retargeting — is one of the highest-ROI tactics in ecommerce. Industry averages show 70%+ cart abandonment rates.
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The average dollar amount spent per transaction on a given channel or store. AOV is a primary lever for revenue growth alongside conversion rate and traffic volume. Merchants improve AOV through bundling, upsells, and free-shipping thresholds.
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The buying and selling of goods and services between businesses conducted through digital channels. B2B ecommerce typically involves complex pricing structures, account-based access, purchase order workflows, credit terms, and multi-user account management — all of which require tighter integration with ERP and OMS systems than standard B2C stores.
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Business-to-consumer online retail, where brands sell directly to individual shoppers. B2C ecommerce prioritizes conversion rate optimization, customer acquisition cost, and lifetime value as core metrics.
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The prominent "Add to Cart" section on marketplace product pages (notably Amazon) that routes the sale to a specific seller. Winning the Buy Box requires competitive pricing, strong fulfillment metrics, and seller health scores. It is the primary driver of marketplace revenue for most brands.
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The process of creating, organizing, and maintaining product data — including titles, descriptions, images, pricing, variants, and attributes — across one or more sales channels. Inconsistent catalog data is a leading cause of integration failures and poor conversion rates.
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The percentage of website visitors or sessions that result in a completed purchase. Ecommerce conversion rates typically range 1–4%. Even small CVR improvements compound significantly at scale.
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Selling products to customers in foreign countries, requiring management of currency, tax compliance, duties, customs documentation, and localized payment methods. Cross-border commerce exposes operational complexity in fulfillment and ERP systems.
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The total net revenue a business can expect from a single customer over the course of their relationship. LTV is the foundational metric for determining sustainable customer acquisition spend and informing retention strategy.
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A model in which a brand sells directly to end consumers, bypassing retailers, distributors, or marketplace intermediaries. D2C brands control the customer relationship and data but must build their own acquisition and fulfillment infrastructure.
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A fulfillment model where the seller does not hold inventory. Instead, orders are forwarded to a supplier who ships directly to the customer. Dropshipping reduces capital requirements but creates margin pressure and dependency on supplier reliability and data accuracy.
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An automated pricing strategy that adjusts product prices in real time based on demand signals, competitor pricing, inventory levels, or customer segments. Common in marketplace selling and travel commerce.
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A standardized protocol for exchanging structured business documents — such as purchase orders, invoices, and advance ship notices — between trading partners electronically. EDI remains the dominant standard in retail supplier relationships and is a common integration requirement for brands selling into major retailers.
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An ecommerce architecture that decouples the front-end (customer-facing UI) from the back-end commerce engine. This gives developers freedom to build custom experiences on any device while maintaining a centralized commerce core for pricing, inventory, and orders.
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The operational and financial discipline of tracking stock levels, purchase orders, reorder points, and product availability across locations and channels. Poor inventory management is the most common cause of overselling, stockouts, and fulfillment errors.
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An online platform where multiple third-party sellers list and sell products. Major marketplaces include Amazon, Walmart, eBay, and Wayfair. Selling on marketplaces introduces channel-specific rules for listing, pricing, fulfillment, and payments.
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Selling products across multiple independent sales channels — such as a branded website, Amazon, and wholesale portals — typically without a unified customer or inventory view. Often a precursor to omnichannel strategy.
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A unified commerce strategy in which inventory, customer data, pricing, and fulfillment are synchronized across all sales channels — online, in-store, mobile, and wholesale. True omnichannel requires deep integration between ecommerce platforms, ERP, and OMS systems.
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Software that centralizes the tracking, routing, and fulfillment of customer orders across multiple channels, warehouses, and fulfillment partners. An OMS is the operational hub connecting ecommerce storefronts to fulfillment and finance systems.
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A technology service that authorizes and processes payment transactions between buyers and sellers. Payment gateways handle encryption, fraud screening, and communication with card networks. Examples include Stripe, Braintree, and Authorize.Net.
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A centralized system for collecting, managing, and distributing product data to all sales channels and marketing touchpoints. PIM systems are essential for brands managing large, complex catalogs across multiple channels.
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A structured process by which a customer is issued authorization to return a product to the seller. RMA workflows include condition assessment, refund or exchange logic, and restocking — all requiring integration between OMS and ERP.
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A unique identifier assigned to a specific product variant — defined by attributes such as size, color, or configuration. SKU management is foundational to accurate inventory tracking, fulfillment, and financial reporting.
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The customer-facing digital interface of an ecommerce operation. Major SaaS storefront platforms include Shopify, BigCommerce, WooCommerce, and Magento.
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