Stages of Growth

Inspired → Started → Going → Serious

Every manufacturer stepping into ecommerce takes a different route, but the challenges are surprisingly familiar. That’s why we use the Digital Growth Journey – a simple four-stage model that helps you see where you are today, and what needs to happen next.

This isn’t about buzzwords or theory. It’s about making progress one step at a time, building confidence and capability as you go.

1. Getting Inspired

Profile: Traditional manufacturer, no ecommerce site yet, maybe still relying on trade channels or paper-based processes.

What it feels like: Curiosity mixed with hesitation. You can see competitors moving online, or maybe younger members of your team are pushing for change, but it all feels a bit overwhelming.

Priorities:

• Understand the D2C opportunity and what it means for your business.

• Draft a simple vision of what success looks like.

• Run a Readiness Audit to get a baseline view.

Quick Wins:

• Register your domains and social handles.

• Tidy product content and photography.

• Draft privacy, delivery and returns policies.

Stage Gate: You’re ready to move on when you’ve got a clear D2C lead, a vision document, and a 90-day plan approved.

2. Getting Started

Profile: A basic site or marketplace listing live. Sales are sporadic but prove there’s potential.

What it feels like: Exciting but messy. Every new order is a small victory, but it’s also exposing gaps — in packaging, customer service, and basic processes.

Priorities:

• Launch a minimum viable store.

• Make sure payments, shipping and returns work smoothly.

• Capture first customer emails and set up simple automations.

Quick Wins:

• Set up GA4 and proper consent.

• Enable abandoned basket and welcome emails.

• Fix feed errors on Google or marketplaces.

Stage Gate: You’re ready to “Get Going” once you’ve made first sales, analytics are working, and fulfilment is repeatable.

3. Getting Going

Profile: Ecommerce is no longer a test. You’ve got a site, some campaigns live, and a team (or at least one person) looking after it.

What it feels like: Progress, but also growing pains. Ads can feel expensive, the website is slow, and operations are clunky.

Priorities:

• Improve site speed and usability.

• Connect stock, finance and website systems.

• Diversify traffic beyond just ads.

• Build reviews and encourage repeat purchases.

Quick Wins:

• Test product bundles and CRO tweaks on top pages.

• Automate post-purchase emails.

• Standardise packaging for best-sellers.

Stage Gate: You’re “Serious” when you’ve got stable integrations, CAC/LTV reporting, positive unit economics, and the capacity to scale.

4. Getting Serious

Profile: Ecommerce is a core channel, not a side project. The website looks professional, marketing spend is significant, and data is guiding decisions.

What it feels like: Confidence and momentum, but also new risks — scaling costs, customer expectations, and international complexity.

Priorities:

• Scale media with efficiency and precision.

• Invest in automation and advanced lifecycle marketing.

• Strengthen fulfilment with 3PLs or WMS.

• Explore international markets.

Quick Wins:

• Launch advanced remarketing and customer segmentation.

• Introduce loyalty or subscription models.

• Roll out BI dashboards for better reporting.

Stage Gate: Success here is measured in 6- or 7-figure revenue, a healthy repeat customer rate, and the ability to grow without breaking your operations.

Why the Journey Matters

The Digital Growth Journey isn’t about rushing to the finish line. It’s about avoiding wasted spend, protecting cash flow, and building confidence step by step.

Skip a stage, and you risk clunky processes, frustrated customers, or scaling at a loss. Respect the journey, and you’ll create a channel that’s resilient, profitable, and fit for the long term.