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Established 1996
Sunday 23 February 2020


‘Blame culture’ hindering e-commerce growth

Written by Peter Walker

British retailers are wasting on average £178,000 in failed e-commerce budget, according to Greenlight Commerce research.

The company questioned 100 UK-based e-commerce decision-makers, finding that 26 per cent of the marketing team blamed IT for project failure, while 30 per cent of the IT team blamed marketing, and a further 15 per cent blamed executives.

When it comes to hitting key objectives, the survey found that 18 per cent of marketing and 11 per cent of IT respondents expected to miss all key objectives of e-commerce projects in 2019.

The research revealed that 14 per cent expected project waste due to poor planning - accounting for an average of £105,000 spent - and 13 per cent expected waste due to poor execution – averaging at £111,000.

This year, IT teams stated they are looking for more budget, with 48 per cent stating it would increase success, while 44 per cent preferring more skilled employees.

With 76 per cent planning to increase the number of e-commerce projects in 2019, Greenlight Commerce managing director Kevin Murray said it is vital that the c-suite provides the right leadership to ensure different departments can address and rectify these problems.

“But with only 20 per cent of respondents in IT roles saying the projects were excellently executed it’s a worrying contradiction – senior management must ensure the rift between IT and marketing is healed and resources properly allocated between the different departments to drive success.”


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