Introducing The eEvo Model™

Enough Guesswork.

Confident decisions start with insight over instinct.
The eEvo Model is a practical tool for strategic focus and operational alignment.

The eEvo Model is built for insight, not ego. It's The Smarter Way to Make eCommerce Decisions

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Step back. Zoom out.
Plan for progress.

Step back. Zoom out. Plan for progress.

The right eCommerce approach depends on where you are, and where you're heading.

Some businesses need simplicity. Others need scale. Some are experimenting. Others are engineering every customer touchpoint for impact.

But too often, decisions are made reactively and in isolation. Platform selection doesn’t match business ambition. Team structure doesn’t reflect operational needs. Tactical fixes become technical debt.

That’s where the eEvo Model™ comes in.

Some businesses need simplicity. Others need scale. Some are experimenting. Others are engineering every customer touchpoint for impact.

That’s where the eEvo Model™ comes in.

What is the eEvo Model™?

It’s not a performance score or maturity model. It’s a practical tool for understanding where you are in your eCommerce evolution, meaning you can align strategy and structure, and scale with confidence.

The eEvo Model™ outlines five distinct levels of eCommerce operation, each shaped by the role eCommerce plays in your business, and how effectively your people, platforms and processes are supporting your strategic goals. It’s designed to help you understand where you are today, uncover what’s holding you back, and define what the next stage of growth looks like, so you can move forward with focus and confidence.

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The eEvo Model™

Where Do You Fit?

The eEvo Model™ defines five operational levels, based on the role eCommerce plays in your business. It helps teams get honest about where they are, and intentional about where they’re going.

Level 1

Level 2

Level 3

Level 4

Level 5

Level 1

Turnkey eCommerce

eCommerce as a sales channel

You’re trading online via a basic platform - functional, off-the-shelf, and low-maintenance. It’s enough to start selling, but it doesn’t flex to your business or brand.

The Characteristics

Simple catalogue and buying journeys
Minimal internal eCommerce resource
Little to no platform customisation

When it works:

You’ve got a quick, cost-effective way to trade online - ideal for proof of concept or niche product lines.

You’re able to launch quickly and test the market
Operating costs are low and predictable
The platform covers basic needs with minimal fuss

What can hold you back:

You may quickly feel constrained by what the platform, or your team, can’t do.

You’re bumping into platform limitations as you try to add new functionality
You can’t access the data you need to make better decisions
Every customisation feels like a workaround, or just not possible
You’re dependent on external support for even basic changes
Competitors seem to be offering smoother, more engaging experiences

Level 1

Turnkey eCommerce

Level 2

Simple eCommerce

Level 3

Managed eCommerce

Level 4

Dynamic eCommerce

Level 5

Differentiated eCommerce

Level 1

Turnkey eCommerce

Level 2

Simple eCommerce

Level 3

Managed eCommerce

Level 4

Dynamic eCommerce

Level 5

Differentiated eCommerce

Want to size yourself up first?

Download our self-assessment and get a head start.

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Our Thinking: eCommerce eEvolution

What the eEvo Model™ helps you do.

Turn Clarity Into Action.

This is a tool for teams who want strategic progress - not guesswork.

The eEvo Model™ helps you cut through the noise and see your eCommerce operation clearly - where it’s strong, where it’s stretched, and where it’s slowing you down.

It enables you to identify the tools and structures you’ve outgrown, pinpoint gaps across teams, platforms and processes, and realign your operation around the things that will actually drive growth.

Whether you’re scaling, restructuring, or planning a replatform, the Model gives you a shared language, a strategic lens, and a practical framework for making confident decisions, faster, and with less friction.