When scaling an e-commerce business, technology decisions can make or break your growth trajectory. At Conway & Co, we've identified six critical parameters that determine the ideal technology stack for your business.
Table of contents
Before diving in, consider this: Most companies make technology decisions based on features, price, or vendor promises.
However, our experience helping brands scale beyond €200M shows that successful technology decisions start with understanding your business context first.
Let's explore the six parameters that should guide your technology decisions:
| Parameter | Description | Components | Key insight |
|---|---|---|---|
| 01 Business complexity | |||
| The Most Critical Parameter | The foundation of all technology decisions. | • Number of sales channels (online/offline) | |
| • Product catalog complexity | |||
| • Customer segments and journeys | |||
| • Geographic presence | |||
| • Order types and volume | |||
| • Marketing automation needs | Most companies underestimate their business complexity or try to solve it with technology alone. The reality is that simplifying business processes often has more impact than adding new systems. | ||
| 02 Revenue size | |||
| The Scale Parameter | Your current revenue. | • Technology budget scope | |
| • Required system sophistication | |||
| • Integration needs | |||
| • Support requirements | There's a direct correlation between revenue stages and optimal technology architecture. What works at €1M won't work at €10M, and what works at €10M won't work at €100M. | ||
| 03 Future ambition | |||
| The Growth Parameter | Your growth plans. | • International expansion plans | |
| • New channel strategies | |||
| • Product line expansion | |||
| • Service offering evolution | |||
| • Acquisition strategies | Technology should enable growth, not limit it. Your stack needs to support both current operations and future ambitions. | ||
| 04 Digital Maturity | |||
| The Capability Parameter | Your team's ability to leverage technology. | • Technical expertise level | |
| • Digital transformation readiness | |||
| • Change management capabilities | |||
| • Innovation culture | |||
| • Data-driven decision making | The most advanced technology stack is worthless without the team capability to utilize it effectively. | ||
| 05 Investment Capacity | |||
| The Resource Parameter | Your resources beyond just budget. | • Total cost of ownership | |
| • Implementation resources | |||
| • Training requirements | |||
| • Maintenance costs | |||
| • Upgrade paths | Technology costs extend far beyond initial purchase. Understanding the full investment picture is crucial for sustainable growth. | ||
| 06 Current Systems | |||
| The Legacy Parameter | Your existing technology landscape. | • Integration requirements | |
| • Migration paths | |||
| • Technical debt | |||
| • System dependencies | |||
| • Data transition needs | Your current systems aren't just a starting point - they're a crucial factor in determining your technology evolution path. |
Understanding these parameters is just the start. The real challenge lies in: