It is an operating model problem hiding behind a beautiful storefront.
Most executive teams keep funding redesigns, personalization engines, and A/B testing programs. Conversion ticks up. NPS looks stable. The dashboard feels reassuring.
But margin does not move. Loyalty erodes. Working capital tightens.
Why?
Because the real conversion moment happens after checkout.
Delivery promises.
Inventory accuracy.
Returns friction.
Price trust.
When fulfillment misses, you pay twice. First in refunds and expedite costs. Then in lost future demand.
When pricing logic becomes a maze of exceptions, zones, and promotional overlays, trust declines quietly.
And when marketing is paid on revenue, merchandising on sell through, and operations on cost control, everyone hits their KPI while the business leaks contribution margin.
This is not a UX issue. It is a system design issue.
Three shifts I see high performing commerce leaders make:
- Make delivery a product feature. Publish one clear promise backed by real inventory accuracy, carrier performance, and operational cut offs. Measure promise hit rate like you measure conversion rate.
- Price for behavior, not volume. Tie discounts to true cost to serve including returns risk, shipping zones, and pick complexity. Reward profitable behavior, not just bigger baskets.
- Align incentives to contribution after fulfillment. Unify marketing, merchandising, and operations around margin after delivery and returns. If it does not improve contribution, it does not count.
Commerce growth is not about polishing the front end.
It is about engineering the system behind it.
Michel Paquin is a Senior Commerce Transformation Leader and Senior Lead Consultant in Commerce Strategy at Valtech, based in Montreal. He helps organizations improve transformation execution through clearer governance, operating models, decision frameworks, and measurable outcomes. He writes about decision velocity, commerce transformation, AI adoption, and the systems that make change stick.
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* Please note that I am unable to accept mandates outside of my engagement with Valtech.
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