Built an e-commerce proposition generating £750k revenue in 12 months
The Situation
Expert Trades wanted to develop a new digital commerce proposition serving trade professionals and suppliers.
The opportunity required more than launching an online store. Supplier relationships, thousands of products, product data, technology, digital acquisition and the customer buying experience all needed to work together to create a commercially viable proposition.
The Task
As Commercial Director, I was responsible for turning the opportunity into a functioning digital proposition capable of acquiring customers and generating revenue.
My role covered the commercial model, supplier relationships and product integration, alongside hands-on responsibility for building the e-commerce store and establishing the digital acquisition activity needed to bring customers to it.
The Action / Approach
I built the e-commerce store and worked across the commercial and technical requirements needed to take the proposition to market.
I developed supplier relationships and established an integration capability covering more than 12 suppliers and approximately 30,000 products.
I brought together supplier and product data, customer requirements and the online buying journey so that the technology supported the commercial proposition rather than operating as a separate workstream.
I also managed Google Ads and the associated digital acquisition activity, using campaign performance and customer behaviour to support commercial decisions and drive traffic into the store.
This gave me end-to-end involvement across proposition development, technology, supplier integration, customer acquisition and commercial execution.
The Result
The new proposition generated approximately £750,000 in revenue within its first 12 months from a standing start.
The business established an e-commerce capability spanning more than 12 suppliers and approximately 30,000 products, supported by digital customer acquisition through Google Ads.
This created a functioning digital route to market rather than simply delivering a technology platform.
