What Is EC Strategy for Beginners? Mall KPI and 3C Analysis Fundamentals

For EC beginners, building a strategy starts with understanding mall-specific KPIs and the 3C analysis framework (Company, Customer, Competitor). This guide provides the foundational knowledge for data-driven EC decision-making.

1. EC Strategy Fundamentals: From Vision to Execution

EC strategy defines how you will acquire, convert, and retain customers profitably. It requires clear goals (KGI), measurable indicators (KPIs), and systematic analysis frameworks.

By organizing these elements, the "winnable market" and the "message to convey" become clear.

• Customer（Market/Customer): What concerns do the target users have? What are the search trends within the mall?
• Competitor（Competitor): What price ranges are competitors in, and what coupon strategies are they running? What do the reviews say?
• Company（Company): What is your product's strength (USP: Unique Selling Proposition)? Do you have an advantage in delivery speed or inventory supply capacity?

2. The KPI Framework for EC Operations

To turn strategy into action, you need to manage progress with numbers. EC revenue is fundamentally based on the following formula:

Revenue = Traffic × Conversion Rate (CVR) × Average Order Value

Newcomers should begin by tracking these three metrics daily. For Rakuten, use the "RMS" reporting function; for Amazon, use the "Seller Central" report function. In particular, "Mall SEO (search ranking)" has a direct impact on traffic volume, making this the first area where initial efforts should focus.

Chart: Recommended Focus Areas for EC Operations in Initial Stage

WRITTEN BY

Osamu Yasuda

Senior Managing Director & COO

Meets Consulting Inc.

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