In the competitive landscape of digital commerce, brands are constantly seeking efficient strategies to drive growth without significantly increasing costs. At the recent Salsify 2025 Digital Shelf Summit, Gregory Murray, Chief “So What?” Officer at Digital Commerce Global, and Andrea Steele, VP of Digital and Ecommerce at The Kraft Heinz Company, shared actionable insights aimed at maximising the effectiveness of ecommerce teams through strategic and operational optimisation.
One of the key themes of their discussion centred around the idea that a well-structured team is essential to quick and effective decision-making. Murray likened optimal team coordination to the precision of a Formula 1 pit crew, noting that efficiency isn’t merely a matter of speed but of clarity in roles and responsibilities. He stated, “The difference between a great Formula 1 pit stop and a really dreadful one is 0.7 of a second.” This metaphor underscores the urgency to create an ecommerce charter that clearly delineates team roles, thus minimising confusion and fostering swift execution.
In today’s data-driven world, it’s easy for companies to fall into the trap of creating dashboards that, while visually impressive, ultimately do not contribute to actionable insights. Both industry leaders argued that the prevalent issue isn’t the lack of data, but rather ineffective decision-making processes. Steele remarked, “No more dashboards for data’s sake. We need alerts and workflows that help us take action.” This perspective calls for companies to reassess the usefulness of their reporting tools and replace stagnant dashboards with real-time alerts that prompt immediate action and focus on outcomes.
Collaboration is another crucial factor in driving success within digital commerce teams. Aligned incentives across departments are essential for fostering a culture of teamwork and shared objectives. Steele emphasised that “If you’re not wired up to the same incentives, people aren’t going to be motivated to do the work.” Misalignment in goals among marketing, sales, and operations teams often leads to fragmented efforts that detract from overall performance.
Another vital point raised was the importance of involving senior leaders in the digital transformation process without inundating them with complex presentations. Murray suggested implementing a concept known as reverse mentoring, which allows executives to ask questions openly without fear of judgement. By presenting tangible metrics—such as demonstrating digital growth percentages or market positioning through search data—leaders can gain a clearer understanding of digital commerce’s relevance and urgency.
As the dialogue advanced, it became clear that foundational issues, such as inaccurate product data or unresolved customer reviews, must be addressed before investing in marketing channels. Steele warned against the pitfalls of throwing resources at marketing initiatives while neglecting these core elements, advising that “foundational issues don’t get magically fixed by spending more. In fact, they usually get amplified.”
The session further encouraged a mindset focused on experimentation and agility. Drawing from Amazon’s concept of the ‘Two-Way Door’ decision-making model, Murray urged attendees to view many of their choices as low-risk experiments. He remarked, “For two-way doors, you just try something. If it doesn’t work, try something else.” This approach can alleviate decision paralysis, allowing teams to progress more swiftly in a landscape that requires continual adaptation.
Furthermore, the discussion highlighted the value of leveraging successful strategies from industry peers. As Murray stated, “If someone’s solved the same problem, steal their solution.” Whether it’s efficient product detail page layouts or effective review response techniques, learning from the successes of others can be a powerful catalyst for growth.
Ultimately, the overarching message from the session was that achieving ecommerce success does not necessitate vast resources or expansive teams; rather, it is rooted in adopting better habits and practices. Murray summarised the sentiment succinctly: “The key is to start formalising processes. If your workaround is working, just make that the process.” By focusing on actionable insights, fostering collaboration, and nurturing an environment of continuous learning, brands can position themselves effectively for long-term growth in the digital commerce arena.
As businesses assess their digital strategies moving forward, the knowledge shared at the summit serves as a valuable guide for both emerging and established players in the market. By honing in on efficiency, clarity, and strategic foresight, they can navigate the complexities of the digital landscape with greater proficiency.
Reference Map:
- Insights from Salsify Digital Shelf Summit
- Strategies for effective digital commerce
- Recommendations for ecommerce teams and operations
Source: Noah Wire Services
