Ecommerce strategy & direct channel

Frameworks to design, govern and scale a profitable direct-to-consumer channel in service businesses.

20 articles

All (104)Ecommerce strategy & direct channel (20)Airline ecommerce (30)Hotel ecommerce (16)CRO, data & personalisation (16)Technology & vendor selection (10)Financial services (12)

Ecommerce strategy & direct channel9 Oct 2026

Who owns the passenger? Airports vs airlines

Airports and airlines compete for the same passenger's digital relationship and non-aeronautical revenue. Three models and how to collaborate.

3 minRead article

Ecommerce strategy & direct channel6 Oct 2026

App vs web: digital product strategy for travel

The app holds loyal customers while the website wins new demand. What role each should play and how they should share data, identity and offer.

3 minRead article

Ecommerce strategy & direct channel21 Sept 2026

Digital transformation without big budgets

Regional airlines, hotels and mid-sized businesses can achieve outsized digital impact with focus, simple architecture and bold prioritisation.

3 minRead article

Ecommerce strategy & direct channel18 Aug 2026

Brand hijacking: how to protect direct bookings

When an intermediary bids on your brand and ranks above your site, you pay commission for customers who already chose you. How to measure and win it back.

3 minRead article

Ecommerce strategy & direct channel10 Aug 2026

AI visibility: winning travel demand in AI assistants

More travellers ask an AI assistant before a search engine. How to make ChatGPT, Gemini or Perplexity understand, cite and recommend your travel brand.

3 minRead article

Ecommerce strategy & direct channel18 May 2026

How to organise a high-performing ecommerce team

High performance depends more on ownership, decision rights and cadence than on a perfect organisation chart. Two teams can share the same org chart and still be unable to ship anything together.

3 minRead article

Ecommerce strategy & direct channel1 May 2026

How to build a business case for direct-channel transformation

A defensible business case shows current economics, the counterfactual and a range of outcomes rather than one optimistic number. A single number invites a single objection; a range survives the room.

3 minRead article

Ecommerce strategy & direct channel3 Apr 2026

Build vs buy: how to decide which ecommerce technology to develop

The decision should be made capability by capability and through architecture, not as an ideological choice between proprietary software and a vendor. Treating build vs buy as a single company-wide decision is how most platform regrets start.

3 minRead article

Ecommerce strategy & direct channel9 Mar 2026

When does a business need a Fractional CDO?

A Fractional CDO provides temporary leadership and executive judgement; the role should not become a consultant without authority or a task manager. The arrangement only works when the mandate includes real decision rights, not just a seat in the room.

3 minRead article

Ecommerce strategy & direct channel11 Feb 2026

How to select a strategic ecommerce consultancy

Selecting a consultancy requires evaluating how the team thinks and makes decisions, not only which slides it will deliver. A great deck and a workable plan are not the same deliverable.

3 minRead article

Ecommerce strategy & direct channel10 Feb 2026

The direct channel business case to present to the board

The board does not approve a channel strategy: it approves a capital allocation with declared risk. A case that only promises to grow the direct channel without saying at whose expense reads as a preference, not an investment.

3 minRead article

Ecommerce strategy & direct channel15 Jan 2026

Ecommerce consultant vs digital agency: what each business needs

The right choice depends on the problem, the level of uncertainty and internal capability, not on vendor size. The wrong hire here costs more in redone work than the fee ever saved.

3 minRead article