Ecommerce is growing rapidly in Canada, with more Canadians shopping online and ecommerce sales increasing year-over-year at double-digit rates. However, many Canadian retailers still lag in adopting ecommerce, with over 40% lacking an online presence. Those that do enter ecommerce often fail due to a lack of differentiation, disproportionately small investments compared to brick-and-mortar, and non-converting websites. Retailers can minimize these risks through strategic ecommerce governance including go-to-market planning, technology investments, analytical processes, and integrated cross-channel experiences to drive conversion rates and sales growth. Adopting such practices can help retailers maximize opportunities in ecommerce while minimizing credit and failure risks.