eCommerce & Online Retail Training


This certificate course takes you through the customer journey to understand the key requirements in delivering a truly effective e-commerce and online retail experiences.  You will investigate the customer touch points through a purchase life cycle and how to integrate key marketing strategies to build engagement.

Who should attend?

  • Online retailers who want to improve their existing operations and become more profitable
  • Companies who want to set up an e-commerce arm to their business
  • Small-to-medium business owners or entrepreneurs who want to set up an online business.

Learning outcomes

  • Website development, logistics and operations management
  • Demand generation tactics – multi-channel direct response marketing techniques
  • Managing data – best practice, effective use and privacy compliance
  • Website design, onsite conversion tactics and integration with response marketing tactics
  • Constant ROI improvement – measurement framework – what to test, how to test, interpret and improve.

Course Outline


Session 1: Planning

  • Why ecommerce? Overview of trends & industry benchmarks
  • Understanding your market, your customers, opportunities and challenges
  • Setting business objectives, financial plans, budgets

Session 2: Developing for ecommerce – systems and tools

  • Building an ecommerce site – planning considerations
  • Ecommerce platform ecosystem and other alternatives
  • Project management, development and implementation

Session 3: Measurement & Optimization

  • Key business metrics and ratios – strategic & operational level
  • Testing and Optimization – principles and basic how to do it guidelines

Session 4: Finding customers 1

  • Channel planning for acquisition – balancing budgets and outcomes
  • Getting the best out of different channels – strengths and weaknesses
  • Creativity – response driven styles and techniques

Session 5: Finding customers 2

  • More depth on how to get the best out of different channels
  • Testing and Optimization tactics for acquisition channels
  • Gathering data, privacy regulations and consent

Session 6: Converting sales 1

  • The website – user experience – tools and tactics to convert
  • Guidelines for good website design and effectiveness

Session 7: Converting sales 2

  • More guidelines on good website practice
  • Retargeting
  • Website testing and optimization tips

Session 8: Retaining and developing customers

  • Right offer, right time, triggers, automation
  • Data modeling and targeting
  • Channels and tactics; testing and optimization

Session 9: Operational Management 1 – best practice process

  • Review and best practice of key support functions in ecommerce – warehouse, supply chain, logistics, customer service
  • Using support functions for competitive advantage or to enhance the value proposition
  • Creating a feedback loop for site metrics – building your own program for continuous improvement

Session 10: Operational Management 2 – a closer look at HR

  • Digital teams – key functions, structures, contexts
  • Functional breakdown of ecommerce teams and alternative structures
  • Developing talent and strategic models for growth

Assessment criteria

Your final grade on this e-commerce certificate course is made up of four elements:

  • An individual assignment in which you will be required to review the use of data in your organization and critique a campaign of your choice
  • A group assignment focusing on a case study (from a choice of five covering different market sectors)
  • An exam – two hours, closed book
  • Course participation, measured in three components: Class attendance; participation in class exercises and discussions; completion of pre-class preparation and post-class exercises.


Our industry benchmark E-Commerce & Online Retail Certificate will be available online from October 2010.

The online course is Self-Paced and covers the same content as our in-class course. Topics are broken down into a series of online modules and in a selection of formats, such as

  • Interactive exercises and assessment tasks
  • Weekly webinar sessions with instructors
  • Access to presentations, reference material and case studies
  • Video and audio content including case studies and tutorials
  • Online class forums to chat to other students, share links and ask questions
  • Guest speakers from industry providing subject matter expertise

How long will it take?

The time commitment for the Online Self-Paced E-Commerce & Online Retail Certificate is approximately 3-4 hours per module. There are 10 modules to complete. There will also be assessments which you will need to allocate time for:

  • Two written assignments – unlike the in-class version, both of these are completed individually. Time allocation to complete the assignments is approximately 8 hours each
  • A study day for your exam
  • A final a 2 hour exam at the end of the course.

All of these assessments are completed and submitted remotely, and you’ll receive the same E-Commerce & Online Retail Certificate as those who complete the in-class version.

Study Information 

Self-paced: For the self-motivated

If you need complete flexibility how you study and are good a self-motivator then the self-paced style may suit you better. This is how it works:

  • Course material and exercises are hosted online, designed so you can study entirely at your own pace
  • The material is presented in a variety of formats to keep you engaged
  • Quizzes and assessments will ensure you understand and retain course concepts
  • You can complete your assessments when you wish and you’ll still get a mark and invaluable feedback from an instructor
  • The total time you have to complete the course is 3 months from the date of enrolment. 

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