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Description

E-Commerce: Building Your Strategy, Selecting Your Tools and Optimising Sales

Turning your online store into a managed sales channel rather than an unattended shop window

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

The store is live but orders are not following. The catalogue has been carried over as it was from print, product pages say very little, acquisition costs rise with every campaign and nobody knows what an order actually earns once delivery and returns are deducted. Decisions are made on gut feeling for lack of any reading of the sales funnel.

These two days provide a complete method. Participants clarify their positioning and sales model, structure their catalogue and product pages, organise their acquisition levers, then learn to read their site statistics in order to identify drop-off points and decide what to correct first.

Learning objectives

  • Position your online offer in light of your market and your margins
  • Select an e-commerce solution suited to your size and catalogue
  • Structure product pages for conversion and organic search
  • Manage acquisition levers on the basis of a cost per order
  • Analyse your sales funnel and prioritise drop-off points

What makes this programme different

Real margin per order is calculated including acquisition, logistics and returns
Product pages brought by participants are rewritten and then compared
A dashboard is built from the indicators actually available on the site

Programme

1Strategy and Online Sales Model

Deciding before opening the store

  • Positioning the offer and reviewing online competitors
  • Choosing between an own site, a marketplace and social selling
  • Building a selling price that includes logistics and returns
  • Defining a delivery promise you can keep

2Platform and Catalogue

Structuring a site that converts

  • Criteria for selecting an e-commerce solution according to expected volume
  • Catalogue structure and navigation logic
  • Writing product pages for conversion
  • Checkout journey and reducing friction
  • Displaying stock levels and lead times

3Acquisition and Customer Loyalty

Attracting qualified traffic and bringing it back

  • Organic search for category and product pages
  • Paid campaigns and presence on comparison platforms
  • Cart recovery messages and loyalty programmes
  • Customer reviews and trust-building elements

4Measurement and Optimisation

Improving the conversion rate

  • Reading the conversion funnel step by step
  • Tracking average order value and repeat purchase
  • Method for testing a page change
  • Handling after-sales service and returns

Who is it for

Newly appointed e-commerce managers, digital marketing officers and owners of small and medium-sized businesses developing online sales.

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.