Digital Retail and E-commerce Awareness
This domain introduces online selling, digital channels and the links between store and online operations. The exam tests e-commerce models, customer journey and operational risks.
Core rules and concepts
- E-commerce models include B2C, B2B, C2C, D2C and marketplace.
- Omni-channel retail integrates stock, pricing, returns and customer data across store and online.
- An online journey includes product listing, search, cart, payment gateway, order confirmation, logistics, delivery, return and review.
- Digital retail depends on accurate catalogue data, real-time inventory, secure payment and privacy protection.
- Returns, delivery cost and fake reviews affect profitability and trust.
Worked example
A store’s website shows 10 units of a jacket, but the shelf has 2 because the rest are damaged. An online order for 5 is accepted. The failure is inventory synchronisation. The fix is real-time stock integration plus a safety buffer and a check before order confirmation. Reasoning: listing stock without reservation logic causes cancellations, refunds and poor ratings; the website is not separate from store operations.
Traps that cost marks
- Treating a website as a complete digital strategy.
- Ignoring return and delivery costs.
- Accepting orders without stock validation.
- Sharing customer data without consent.
Key points
- E-commerce models differ by who sells to whom.
- Omni-channel integrates store and online operations.
- Real-time inventory prevents overselling.
- Returns and logistics affect margin.
- Customer data needs consent and protection.