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Description

E-Commerce: Building Your Online Offer, Converting and Retaining Customers

Two days to build an online store that sells and to deliver on every promise made after the order is placed

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Opening an online store is quick but the sales do not follow. Visitors abandon the basket, delivery charges come as a surprise at the last step and the customer service team absorbs order errors. Acquisition costs rise while the average basket value stagnates.

These 14 hours cover the complete online sales chain. Participants build their offer and pricing policy, organise their product pages and checkout flow, set up logistics, payments and after-sales service, then define their acquisition plan and profitability indicators.

Learning objectives

  • Define an online offer and a consistent pricing policy
  • Structure product pages that answer buyers' questions
  • Reduce the abandonment observed in a checkout flow
  • Organise logistics, payments and after-sales service
  • Manage the profitability of an online sales activity

What makes this programme different

The participant's own purchase journey tested and corrected during the session
A calculation grid for margin after delivery and payment processing costs
A checklist to follow before launching or redesigning a store

Programme

1Offer, pricing and sales model

Selling online what can be sold online

  • Selecting products suited to distance selling
  • Pricing policy and treatment of delivery charges
  • Comparing an own store with marketplaces
  • Customer information requirements and terms of sale

2Product pages and checkout flow

Removing doubt before payment

  • Content and visuals of a product page
  • Customer reviews and trust-building elements
  • Basket and payment steps
  • Account creation and simplified ordering
  • Abandonment points and priority fixes

3Logistics, payment and customer service

Delivering on the promise after the order

  • Order preparation and stock management
  • Delivery options and parcel tracking
  • Payment methods and fraud prevention
  • Returns, refunds and disputes
  • Customer service and answers to frequent questions

4Acquisition, loyalty and profitability

Bringing the customer back

  • Acquisition levers suited to online selling
  • Basket reminders and transactional emails
  • Loyalty programmes and cross-selling
  • Conversion and average basket indicators
  • Acquisition cost and customer lifetime value

Who is it for

Founders of online stores, e-commerce managers, digital marketing officers and retailers developing distance selling.

Prerequisites

No prerequisites

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.