E-commerce Requirements: The Guide

Are you about to start an e-commerce project? It can seem daunting at first, as the subject requires varied skills in a constantly evolving sector. But with a good methodology and checklist, you'll manage it easily!

In a hurry? Let us guide you in developing your specifications. To help you, here are the 100% Shopify services we offer. 

Our clients often face several questions:

• Which e-commerce platform to choose ?
• How much does an e-commerce site cost?
• How long does it take to develop an e-commerce site?
• What criteria should I use to choose my provider?
• What information should I include in the brief? I don't know anything about technical stuff!

Of course, there are no definitive answers to these questions. Developing an e-commerce site is like building a skyscraper. The cost, construction time, materials used, technical solutions, and the choice of your architect and contractor depend on one thing: the definition of your needs.

Why an e-commerce specifications document?

Identifying your needs is done through the e-commerce specifications document. While writing such a document may seem daunting at first, it is necessary for several reasons:

• Establishing an internal consensus on what the final product will be
• Listing all elements and functionalities that will impact price and deadlines
• Generating discussions with your provider about proposed solutions to meet business needs
• Developing a reference document for site delivery
• Providing a framework for your provider to size the project
• …

Ultimately, an e-commerce specifications document will save you time and money, or at least limit hidden costs.

What the specifications document is not

One reason clients hesitate to write an e-commerce specifications document is a feeling of illegitimacy. They believe they lack the technical skills to produce this type of document.

However, the specifications document is not a technical specifications document. Agencies do not expect their clients to bypass the entire design phase. To use the building analogy again, you are the client, not the architect; it is not your role to produce the building plans.

Key points of the specifications document

Your e-commerce specifications document will necessarily include confidential information. Remember to have a non-disclosure agreement signed by the providers you consult before sharing your document with them.

The following paragraphs constitute a non-exhaustive checklist of elements to include in your consultation document.

1. Context

Present your industry sector, provide some figures (market size, etc.), and outline your activity or activities.

Specify if there are any legal constraints that might impact e-commerce (e.g., spirits or pharmaceutical sector) or significant industry developments (e.g., end of a distribution monopoly). Explain what motivates the move to e-commerce or the redesign of your site.

2. The Company

Turnover : This is important for sizing the project and positioning yourself against other industry players. If you generate revenue online, state the proportion of e-retail (via distributor sites) versus what is achieved on your own store.

Objectives : Express your qualitative and quantitative objectives (revenue, conversion rate, traffic, etc.) as well as the period over which you expect your results.

Positioning : What is the quality level of your brand or products: entry-level, mid-market, high-end? Specify if certain ranges are intended for one distribution channel rather than another (for example: mid-market range for distribution, premium range for your e-boutique).

Competitors : Who are your competitors? How do you differentiate yourself from them? What is your strategy regarding these players? Who is the leader, who is the challenger?

Benchmarks : Which players do you model yourself on or find inspiring, and why? They don't necessarily have to be in your industry.

Customers / buyer personas : Who are your customers or customer groups (e.g., a B2C target and a B2B target...)? How do they differ in terms of purchase journey or products/services/prices offered?

Scope : What currencies are accepted (multi-currency / currency conversion / single currency)? Is it a local site, an international site? In how many languages does the site need to be translated?

Usage scenario: How will you manage your e-commerce activity daily? When will orders be processed, where and when will they be prepared? Who ships them? Detail the reporting frequency, after-sales service management, etc.

This item is very important for costing and structuring the project. If you don't have a firm position, your agency will help you understand the impacts of each option.

3. Design and Ergonomics

Brand Guidelines : Provide your graphic charter / brand book if the material exists. If not, indicate the intangible elements of your graphic identity.

Artistic Direction : Give examples of websites you like and why you like them. Don't limit yourself to your industry. This section helps define your expectations and desires.

Don't impose too many constraints, or you risk imagining unrealistic solutions (technically, financially, ergonomically) and depriving yourself of proposals from your agency.

Ergonomics : proceed in the same way as for artistic direction. What page structures, what site behaviors do you like? Are there major expected differences between the desktop and mobile versions of the site?

4. Homepage, Product Catalog, Additional Pages

Homepage : What are the main expected blocks on the homepage: slider, video block, promotions, range presentation, featured products, news, blog articles, Instagram…?

Product Catalog : How many ranges within the brand? Is there a document specifying the product catalog's tree structure?

Product page : It requires particular attention because it determines the design and the time spent during content import into the site. Specifically, clarify:

• the number of products
• the number of images per product
• the number of variants per product: color, size, capacity, power, etc.)
• the custom fields to be provided: for example, if you want to display the composition of an item of clothing or care instructions, the list of ingredients, a slogan, etc., outside the main description area.
• the filtering criteria if applicable
• whether the products are configurable
• the purchase methods : per unit, in bulk, by subscription
• the customer reviews
• the reassurance elements to integrate: label, certification, origin, refunds & returns, delivery…
• …

Additional Pages : What static non-e-commerce content pages need to be planned? For example, a store locator, a presentation of the brand or founder, the brand's history, key figures, a Frequently Asked Questions (FAQ), a press review, terms and conditions of sale & use… should these sections have a specific layout?

Blog : Do you plan a News, Magazine, or Blog section to optimize your site's natural search engine optimization?

5. Promotions and Marketing

You will likely be undertaking acquisition, conversion, or loyalty operations.

List the marketing tools you want to integrate into the site: promo code, automatic discount, transactional emails, newsletter signup form, loyalty program, referral program…

6. Purchase Options

Purchase options include:

Payment methods : Credit card, PayPal, check, cash on delivery… define the options offered to the customer. Specify, if applicable, the PSP (Payment Service Provider) used and your bank.

Delivery options : Chronopost, UPS, Mondial Relay… what delivery services do you want to offer your customers?

7. Site Administration

It is very important to know how the site will be used after launch: have you planned for daily management to be handled entirely in-house, or do you intend to outsource everything? Do you envision an intermediate scenario?

The choice of platform and certain content integration decisions depend on this. If you choose to administer your site, the site's ergonomics are paramount (see our article e-commerce platform comparison).

Furthermore, you will need to indicate the profile of the users and their computer literacy so that your agency can provide appropriate back-office training.

8. Technical Environment and Connectors

Your site will likely be interfaced with an ERP, EDI, CRM, logistics platform, etc.

You must describe the technical environment in which your e-commerce site operates and its interactions with your various tools.

9. Data Sources and Resources

If you have a showcase site or are undergoing a redesign, it can be valuable for your agency to have access to data sources like Google Analytics.

Data from the website will allow a better understanding of visitor behavior on the existing site, friction points, sought-after content, etc.

Also, attach to your appendices anything that helps to understand your activity: commercial brochures, product catalog, graphic charter, technical sheets… the more you "feed" your agency, the better it will be able to make proposals to faithfully represent your brand through the site.

10. Additional Services

Clearly define the services complementary to the development and configuration of your site. For example:

• The packshots, range visuals, and mood visuals … in the age of customer experience and mobile consumption, visuals often make the difference. Specify whether you will provide all visual content or if the agency should propose content creation.
• Copywriting : indicate if you expect a proposal for writing the various texts on the site: product pages, range pages, content pages…
• Search Engine Optimization (SEO) : Do you expect a proposal for your site's SEO: natural referencing strategy, meta titles/descriptions writing for all pages. Otherwise, you will need to provide the meta texts and the URL redirection plan if applicable.
• Web Marketing : Will you be ready to launch solo when the site goes live, or do you expect support to achieve your goals? Specify the scope of web marketing support: SEO, advertising, email marketing, influence, CRM…

11. Project Terms

It is essential to be transparent about the key elements of the project: competition, award criteria, budget, timing.

• Call for tenders: indicate the number of participants and the profile of the agencies. This is to ensure the best possible feedback and economic realism.
• Award criteria : lowest bid, best design, best solutions to business problems, best relationship… your criteria cannot be debated, but it is important for your agency to know what will motivate your choice, to respond in the best possible way.
• Budget : Communicate a budget range. This will allow your agencies to find solutions that match your budget. They can propose a phased approach if the budget is too tight, or, conversely, offer additional services if the budget is comfortable, or even shift towards media/marketing. Furthermore, the budget can help in sifting through agencies based on their cost profile.
• Timing : Define a realistic timeline. Remember to factor in your own constraints in terms of validation deadlines, team availability, and the priority of other projects.

Whatever your evaluation grid, give your agencies the opportunity to present their recommendation and justify their choices. This will allow you to address any misunderstandings.

We hope this article will allow you to plan your e-commerce project with peace of mind. Stellar, a Shopify Partner agency helps you accelerate your online business, particularly through the development of e-commerce sites: do not hesitate to consult us using the contact form.

These articles might also interest you:

• Why we recommend Shopify for your brand?
• Comparison of e-commerce platforms