The canvas was created by VTEX Customer Success Team to guide Business Review Meetings with our customers. With this framework at hand, we can understand ecommerce’s current state and decide on future goals. The strategies and tactics are defined according to these pre-established priorities. +info: http://www.vtex.com

1. VTEX
Commerce
Canvas
The canvas was created by VTEX Customer Success
Team to guide Business Review Meetings with our
customers. With this framework at hand, we can
understand ecommerce’s current state and decide
on future goals. The strategies and tactics are
defined according to these pre-established
priorities.

2. Ecommerce
Canvas Logic
P L A N R E V E N U E G R O W T H01
S E T S T R A T E G I E S T O A C H I E V E G O A L S02
D E F I N E P R O J E C T S T O I M P L E M E N T S T R A T E G I E S03
R E C O M M E N D E D O P E R A T I O N A L I M P R O V E M E N T04
C H E C K R E S U L T S05

3. CUSTOMER ACQUISITION SHOPPING EXPERIENCE
POST PURCHASE
Awareness Consideration Activation
Content Loyalty Reactivation
Exploration Decision MOP Order Delivery Customer Service
CUSTOMER RETENTION
New Users Churn Sessions Bounce Add to Cart Conversion %Canceled Delivered Time NPS
METRICSPROJECTSSTRATEGY
A C T U A L R E V E N U E G R O W T H :R E V E N U E G R O W T H G O A L :

4. CUSTOMER ACQUISITION SHOPPING EXPERIENCE
POST PURCHASE
Awareness Consideration Activation
Content Loyalty Reactivation
Exploration Decision MOP Order Delivery Customer Service
CUSTOMER RETENTION
New Users Churn Sessions Bounce Add to Cart Conversion %Canceled Delivered Time NPS
METRICSPROJECTSSTRATEGY
Strategies for your
customers to know you
have a digital operation.
Strategies for your
brand to be considered
for purchase. Usually
communications on
category level.
Strategies for a specific
product sale. Usually
communications on
product level.
Keep brand awareness
on recurring users and
expand SEO traffic.
Recommend
complementary and
replacement products.
Also, explore Loyalty
and Rewards programs
When users do not reach
the expected purchase
frequency, implement
strategies to reactivate
them
At the landing page
give options so
customer can explore
store’s assortment with
banners, menu, and
search bar.
When customers find
what they want, you
should give them
information about the
product, shipping policy,
and return policy, in
order to push them to
checkout
At Moment of Purchase,
you need to
have a frictionless
checkout with a
whole bunch of
shipping and payment
options in order to
achieve higher
conversion rates.
You can have strategies
like same day delivery
process, ship from
store, ATP (available to
promise) and many
other options.
You must have different
carriers with different
service levels, varying on
cost and delivery time.
Pickup Points and
tracking are important
strategies too.
You can offer free
returns, different
channels to answer
customer inquiries,
change order automation
and much more.
Traffic can be generated by making
campaigns focused on new and
recurring users. In this space fill out
Customer Acquisition Strategies and
Customer Retention Strategies
that are already in place.
T R A F F I C G E N E R A T I O N
When customers land at your
store, they need to be guided and
given sufficient information to
make an informed decision. The
purchase needs to be frictionless
for higher conversion.
S A L E S G E N E R A T I O N
Now the product has been sold, it’s
time to deliver. Quality, agility and an
excellent Customer Service is a must. In
this space fill out fulfillment, carrier and
customer service strategies.
O R D E R D E L I V E R Y
A C T U A L R E V E N U E G R O W T H :R E V E N U E G R O W T H G O A L :

5. Once we’ve filled ecommerce canvas, it’s time to
define strategies to achieve revenue growth goal. If
you want to achieve 50% you must define a consistent
strategy.
D E F I N I N G S T R A T E G I E S
Strategies are implemented trough one ore more
projects. Projects, when implemented, must result in a
metric improvement, new feature or new process.
D E F I N I N G P R O J E C T S
Sometimes we have a feature or process that should
be improved. That’s an opportunity for an operational
recommendation, that must result too on a metric
improvement.
W O R K I N G W I T H M E T R I C S
Operational
Recommendations

6. CUSTOMER ACQUISITION SHOPPING EXPERIENCE
POST PURCHASE
Awareness Consideration Activation
Content Loyalty Reactivation
Exploration Decision MOP Order Delivery Customer Service
CUSTOMER RETENTION
New Users Churn Sessions Bounce Add to Cart Conversion %Canceled Delivered Time NPS
METRICSPROJECTSSTRATEGY
Physical Store
Cooking blogs
email
facebook
email
facebook
Recipe blog
Nutrition Content
Weekly VegetablesFree Shipping
Omnilogic Search
Categories Menu
Recipe Menu
Recommendations
Meal Estimate
Saved Money
Saved Time
Beautiful Photos
Nutrition Value
Receipts
Shipping Costs
Fraud Check
Credit Card
Pay on delivery
Vegetables
Subscription
Central Warehouse Home Delivery First Party Ops
Phone
Chat
Social Networks
Bot
Email
Free Returns
130% 70% 40% 35% -50% 1.5% 10% 90% 89
O p e r a t i o n : D e s k t o p
S e s s i o n s
O p e r a t i o n : G r o w
S e s s i o n s
S h i p f r o m S t o r e
I n S t o r e P i c k u p
O m n i c h a n n e l
50% 57% E xa m p l eA C T U A L R E V E N U E G R O W T H :R E V E N U E G R O W T H G O A L :

7. When Growth Plan is executed, the results
must reflect on Canvas. Projects must be
written on the respective area and metric
improvement must be observed.
Operational recommendations, when
implemented won't be written on canvas, since
the process or feature is already in place. On
next page we can see our example after growth
plan execution.
Projects, are now part of canvas. When
analyzing the metrics we can see that the % of
orders canceled reduced 20% percent but
conversion didn’t improve with pickup point
implementation, as expected.
Sessions, in green, have grown, but we don’t
have to write it down on canvas, since the
result was achieved by an operational
improvement on Facebook and email
campaigns focused on desktop devices.
GROWTH PLAN
EXECUTION

8. CUSTOMER ACQUISITION SHOPPING EXPERIENCE
POST PURCHASE
Awareness Consideration Activation
Content Loyalty Reactivation
Exploration Decision MOP Order Delivery Customer Service
CUSTOMER RETENTION
New Users Churn Sessions Bounce Add to Cart Conversion %Canceled Delivered Time NPS
METRICSPROJECTSSTRATEGY
Physical Store
Cooking blogs
email
facebook
email
facebook
Recipe blog
Nutrition Content
Weekly VegetablesFree Shipping
Omnilogic Search
Categories Menu
Recipe Menu
Recommendations
Meal Estimate
Saved Money
Saved Time
Beautiful Photos
Nutrition Value
Receipts
Shipping Costs
Fraud Check
Credit Card
Pay on delivery
Vegetables
Subscription
Central Warehouse Home Delivery First Party Ops
Phone
Chat
Social Networks
Bot
Email
Free Returns
130% 70% 70% 35% -50% 1.5% 7% 90% 89
O p e r a t i o n : G r o w
S e s s i o n s
I n S t o r e P i c k u p
O m n i c h a n n e l
50% 70% E xa m p l eA C T U A L R E V E N U E G R O W T H :R E V E N U E G R O W T H G O A L :
S h i p f r o m S t o r e

9. About Customer
Success Team
We invite you to challenge the future
and create new perspectives with the
VTEX Commerce platform.
We are focused on understanding our customer’s ecommerce
framework, goals, strategies, and projects to achieve his annual objectives.
Based on programmatic Business Review Meetings, we co-create a Year
Playbook with Operational and Project Recommendations to drive
Revenue growth and increase Engagement Score.