ECommerce Strategy for Footwear Manufacturing Start-up

This paper defines and analyzes an eCommerce strategy for a footwear manufacturing start-up firm and assesses the financial impact this eCommerce strategy has in supporting the firm’s business model. The market analysis of the importance of eCommerce determined the online channel’s market share and influence on consumer purchasing decisions, while the industry analysis examined the competitive landscape and industry forces as drivers of forward integration from manufacturing to wholesale and retail of footwear. ECommerce strategy is defined with prioritized goals and targets to support business strategy. Assessment of eCommerce technologies, supporting both Business-to-Business and Business-to-Consumer commerce, selects a solution to support the firm’s eCommerce strategy. Analysis of cost structure in the footwear industry value chain, the start-up firm, and the eCommerce-supported wholesale and online retail constructs a financial model that demonstrates the impact of eCommerce.