Where do projects fail in internal organization and communication? And why does this hinder the growth of your online store?
Part of the series:
- The hidden obstacles to online store growth: Where do merchants go wrong in strategy and how to avoid it?
- Where do projects fail in internal organization and communication? And why does this hinder the growth of your online store?
- Marketing and Content in eCommerce: What Slows Down the Growth of an Online Store? (upcoming)
- What Are the Most Common Website and UX Mistakes That Reduce Online Store Conversion? (upcoming)
Internal organizational and communication mistakes are the most common reason for eCommerce project failure. The successful development of an online store depends not only on technical execution but also on effective communication between the merchant and the developer. Internal company issues and lack of clarity in requirements often prove to be a bigger obstacle than technological challenges.
The truth is that the most expensive mistakes in eCommerce are not technological, but managerial.
The lack of a prepared team, unclear assignments, and “avoidance” of responsibility are problems that can turn even the most promising project into a costly failure.
In this article, we examine the key communication gaps and how they affect the final results of an eCommerce project. This is the second part of our series “The Hidden Obstacles to Online Store Growth.” While in the first part we examined the strategic mistakes before launch, here we will focus on internal organization during the actual development process. If you missed the first part, find out where merchants go wrong in their strategy and how to avoid it.
Why can the lack of a competent contact person delay project development?
The lack of a dedicated and competent contact person is among the most common causes of difficult communication and unclear requirements for the developer. When the responsible employee is not familiar with internal processes or is overloaded with other tasks, decision-making is significantly delayed, which halts the progress of the entire project.
In modern development methodologies (such as Agile/Scrum), having a competent Product Owner (PO) is a mandatory condition for success. This is a person with decision-making authority who:
- Has in-depth knowledge of the business;
- Coordinates internal departments;
- Has the time resource for daily communication with the technical team;
- Takes responsibility for final decisions and prioritization.
Merchants often appoint an employee who is already overloaded with other responsibilities and does not have the necessary capacity or expertise. This leads to:
- Lack of process knowledge: The person is not familiar in detail with internal processes and integrations with third parties – ERP systems, couriers, marketing agencies, and others.
- Loss of information: Frequent changes of responsible persons lead to situations where the new employee is not familiar with the project’s background.
- Overload: The project becomes “just another task” among many others, without receiving the necessary time and attention.
The result is difficult communication, unclear requirements, misunderstandings, and a significant extension of the online store development timeline.
Why does unclear task assignment lead to unnecessary costs?
Inaccurate definition of requirements is a direct consequence of the lack of a prepared contact person. When there is no specificity, clear goals, and description of the expected result, tension arises and the situation “I thought it would work differently” occurs.
Lack of engagement manifests through:
- Delayed responses: The lack of specifics stops work on the project.
- Lack of confirmations: Decisions remain “pending” without official approval.
- Extended deadlines: Every unclear assignment requires dozens of additional questions, which prolongs execution.
A common scenario: the design and checkout logic are approved and programming begins. In the middle of development, an idea for a new step or different delivery logic appears. This requires redesigning the design, the code, and the integrations – time and budget that could have been saved with clear preliminary definition.
The lack of a clearly defined scope leads to the so-called scope creep – gradual expansion of the project without control and prioritization. This is one of the most common reasons for budget overruns and delays in eCommerce projects.
Why is it important for owners to invest in training their team?
Investment in training and development of the team that works daily with the online store is often an underestimated aspect by business owners. Untrained employees often send “half-baked” instructions, which lead to delays and unnecessary work for all participants in the process.
Trainings can be different:
Training for working with the eCommerce platform and internal systems
It is important for the merchant’s team to be trained on how to work with the online store administration and to understand the connections with third parties – ERP systems, warehouse software, courier integrations, payment systems, and marketing tools, as well as the processes and logic behind them.
A trained team provides more precise technical assignments, makes more informed decisions, and minimizes the risk of operational errors.
Attendance at industry events
Participation in conferences, seminars, and workshops brings value to the team engaged in the development of the online store. There, participants meet like-minded professionals and representatives of the eCommerce ecosystem, learn about new trends and best practices, and improve their professional level. This helps them make more informed decisions, generate ideas for development, and be more effective in their daily work.
What is the role of the developer in coordinating the entire process?
The developer must act as an active partner who helps coordinate between the merchant’s team and all other parties. One of the most dangerous attitudes is “avoidance of responsibility.” It is often assumed that paying for a service transfers the entire burden to the technology partner (developer). However, this is a misconception.
An online store is a complex puzzle with many participants. If there is no clearly distributed responsibility and active coordination, the project inevitably begins to stall.
If you do not have a strongly motivated developer-partner who is capable of coordinating and “pushing” all departments and connecting the entire puzzle, you will have to take on this difficult role yourself.
At Stenik, we understand these challenges and take on the role of the “engine” that connects all the pieces of the eCommerce puzzle. Over 80% of our clients rate our service as better compared to other agencies and IT companies they work with, precisely because of our proactiveness, responsibility, and commitment.
Frequently Asked Questions (FAQ)
The success of an online store is not a matter of chance, but of synergy and productive communication between the merchant’s team and the technology partner.
Internal company mistakes, unclear assignments, and lack of training can slow down development and growth, but they are entirely preventable with the right approach and shared responsibility.
Investment in competent people and effective communication is the surest way to turn technology into real business results.
At Stenik, we believe that active communication is at the core of every successful eCommerce project. As a long-term technology partner to our clients, we stand by them to coordinate complex integrations and ensure the smooth execution of every task.
Are you ready to optimize your processes and accelerate the growth of your online business? Contact Stenik for a professional consultation.
Published in:
e-commerce tips