Running global eCommerce across 72 storefronts and 46 markets, then making it convert

Every market was its own regulation, tax regime and payment provider.

Five decisions that mattered.

1. 1. Launch B2B with standards before scale.

   Built a new B2B digital channel for 100+ FMCG products from a ~0.5% baseline, with no prior digital standards in place.

   Result: +40% sales and +90% traffic in six months.

2. 2. Standardise the boring parts so markets ship faster.

   CMS workflows, product and catalogue updates, and promotions, made the same across markets.

   Result: +4% sales and +20% leads.

3. 3. Fix checkout before adding to it.

   Optimised checkout flows, payment gateways and fraud / 3-D Secure handling.

   Result: checkout errors down 10% year on year, page load under six seconds.

4. 4. One launch playbook for 46+ markets.

   Market launches and migrations with localisation, PCI and GDPR compliance, taxation and shipping rules, and PSP onboarding owned end to end.

5. 5. Experiment on what matters most: checkout and payments.

   As Product Owner: A/B testing on Optimizely, UX analytics and research with Glassbox, GA/GA4 personalisation and ranking, and customer feedback through GetFeedback, behind a reworked rollout and activation model.

   Result: a double-digit revenue uplift (millions of additional capsules sold) and 20% faster time-to-market.

What moved.

Double-digit

revenue uplift (millions of additional capsules sold) from the reworked rollout and activation model

+20%

faster time-to-market

−10%

checkout errors year on year, with page load under six seconds

+5%

online sales across 72 websites while improving CX and operational efficiency