Ecommerce has never had more tools, and it's never been less clear which one is doing what. Every new AI tool that lands overlaps with three you already run, and half of them get absorbed into something else within months.
So when something in the business isn't working, the instinct is to go and buy the next thing that'll fix it. But the problem usually isn't the tools. Most operators are running a fraction of what they already pay for, and the platforms they do have aren't talking to each other. A platform you use half of, sitting in a stack that doesn't share its data, is the most expensive software you own.
The brands getting this right do three things differently.
In this playbook, based on a conversation with Ed Hallen, co-founder of Klaviyo, we cover three things ecommerce operators need to know about getting more from the tools they already pay for:
Put your tech budget where the money is actually made, not spread thin across the fringes
Chase the connections rather than the next tool, because the value lives in your data moving between platforms
Run your integrations at two speeds. Switch on the easy wins today and resource the deep work like the project it is
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