From Strategy to Execution: How to Turn an E-Commerce Plan into Real Results

Over the years, I’ve worked with many entrepreneurs and business owners who have great ideas and impressive strategies for their e-commerce ventures, but at the end of the day, what really matters is execution. Having a strategy is only the first step; what separates successful companies from those that fall short is the ability to turn those ideas into tangible results. Today, I want to share with you, in a personal way, what I’ve learned about executing an e-commerce plan successfully.

1. Sales Funnels Aren't Just Theory

Sometimes I hear clients say that sales funnels are just a “trend” or something only big companies use. That’s not true. If you want your online business to succeed, you need a clear and functional sales funnel. Every customer goes through a process, from hearing about you for the first time to deciding to make a purchase. That’s not a coincidence; there are defined steps that guide that journey.

I remember working with an online luxury accessory store. They had a great product, but sales weren’t taking off. We realized that their Customer Acquisition Cost (CAC) was too high compared to the average value generated by each customer. The problem wasn’t the product—it was how they were guiding customers. We worked on optimizing their sales funnel and managed to significantly reduce their CAC. That was the shift they needed to become profitable.

CAC is a number that may seem cold, but behind it are all the decisions about how you spend your money to attract new customers. If you don't manage it well, you could end up losing more than you earn.

CAC Formula: CAC = (Total Marketing and Sales Expenses) / (Number of New Customers Acquired)

Adjusting this number can turn your business's profitability around quickly.

2. Automation: Your Silent Ally

One of the things that surprised me the most when I started working in e-commerce was how much time gets wasted on repetitive tasks. From sending emails to handling customer data, all of this can consume precious time if done manually. Automation was a tool that opened my eyes and changed the way I managed the business.

A personal example: I worked with a client who had a high cart abandonment rate. Every day they were losing hundreds of dollars because people weren’t completing their purchases. We introduced an automated cart abandonment email sequence, and within weeks, we saw a 15% recovery of those lost sales. It was an incredible change! And the best part was that it was done with no human effort, thanks to automation.

If you’re not using automation tools yet, you're leaving money on the table.

3. Data is Your Friend, Use It

One of the biggest lessons I learned was the importance of data. When you start in e-commerce, you often rely on intuition or what you think will work. But the truth is, the numbers don’t lie, and data can help you see what’s really happening.

I remember launching an ad campaign for a client. We were sure it was going to be a hit. However, after a few weeks of analysis, the data showed us something different: the campaign was driving traffic, but that traffic wasn’t converting into sales. It was clear that something was wrong, and it was thanks to the data that we could adjust the strategy, change our approach, and improve the results.

The Customer Lifetime Value (CLV) is one of those numbers that tells you a lot about your business. It helps you understand how much a customer is worth to you over time. Knowing this allows you to adjust how much you can spend to acquire new customers without putting your business at risk.

CLV Formula: CLV = (Average Order Value) x (Purchase Frequency) x (Customer Relationship Duration)

When you master this metric, you can play with your margins and ensure that your marketing investment is balanced with the revenue each customer generates.

4. User Experience is Everything

If there’s one thing I’ve learned over time, it’s that no matter how good your marketing strategy is, if the user experience on your website is a mess, it won’t matter. I’ve seen so many sites with great ad campaigns, but with such complicated checkout processes that people just leave before completing their purchase.

One client I worked with had a store with terrible load times and a very confusing payment process. It wasn’t until we optimized everything—from load times to simplifying checkout—that conversions started improving. The results weren’t immediate, but they were progressive. Every second counts in e-commerce, and reducing load times can increase your conversions by up to 7%.

Cart Abandonment Rate Formula: Cart Abandonment Rate = ((Carts Initiated - Completed Purchases) / Carts Initiated) x 100

Sometimes, small changes can have a massive impact.

5. Retaining Customers is the Real Business

If there’s one thing I know for sure, it’s that retaining an existing customer is much more profitable than acquiring a new one. Many businesses focus on attracting new customers, but don’t invest enough in keeping the ones they already have. I’ve worked with companies that, after implementing a simple loyalty program, significantly boosted their revenue in a matter of months.

The reality is that if you manage to increase customer retention by just 5%, your profits can go up by as much as 95%. The math doesn’t lie: the more you keep your customers coming back, the easier it is to generate repeat sales without spending as much on advertising.

6. Clear Goals, Clear Results

Lastly, I want to touch on something essential: having clear goals. You can’t improve what you don’t measure. Every business is different, but if you don’t have clear KPIs—like conversion rate, CAC, or ROAS—you’ll be flying blind.

Something I always recommend is to measure and review your KPIs constantly. I do it with all my clients, and when something isn’t working, we adjust immediately. Don’t be afraid to change course if the data tells you something’s wrong.

ROAS Formula: ROAS = (Revenue from Ads) / (Ad Spend)

Take away

What I’ve learned over the years is that executing an e-commerce strategy isn’t something you can do randomly or on a whim. It requires focus, constant measurement, and a willingness to adjust along the way. But when everything aligns—from sales funnels to user experience and automation—the results follow.

My biggest advice: stay focused, trust the data, and don’t get discouraged if the results don’t come right away. With time and dedication, you’ll see your strategy turn into a well-oiled machine that delivers real, tangible results.

Tu amigo

Oscar ;)