Starting a digital commerce project can feel like setting off on a grand adventure. You’ve got a destination in mind, but the road to get there can be winding, bumpy, and full of potential detours. It’s tempting to rush ahead and dive straight into the “fun” stuff — the design, the platform selection, the coding — but here’s the truth: the most successful projects aren’t led by technology. They’re driven by clarity of purpose, alignment, and business value.

Technology is the enabler. The why behind the project is what keeps it on track.

Understanding the starting point

Every project begins somewhere. It might be changing customer behavior, a new business model, or the limits of existing technology. Whatever the trigger, there must be a real need for change, and measurable business value tied to it. If you can’t clearly articulate the problem you’re solving, you’ll struggle to secure buy-in. Whether it’s increasing revenue, improving customer experience, or streamlining operations, defining the “why” helps focus every decision that follows.

Projects today are rarely one-size-fits-all. Some are large platform replacements, others are incremental improvements delivered in agile cycles. Some involve monoliths, others a composable stack. Regardless of the model, clarity of purpose is non-negotiable.

Getting everyone on board

This part is critical. Digital commerce projects aren’t IT initiatives, they’re business transformations. They cut across marketing, sales, logistics, finance, and more. Without broad alignment, even the best technology will fail to deliver.

Gaining buy-in isn’t about convincing the already-convinced. It’s about making sure every stakeholder understands why this matters and what success looks like. CEOs, CFOs, product managers, store managers, they don’t all speak the same language, but they all need to see how the initiative ties into business goals. Remember: you’re not just changing technology. You’re changing how people work and how customers experience your brand.

Bring in a partner

The digital commerce landscape is full of options, and it’s easy to feel overwhelmed by the sheer number of approaches, tools, and technology platforms available. While you are the expert of your business and you may have the internal resources to manage the project, don’t hesitate to bring in an expert partner from the outset. You don’t need to (and honestly, probably shouldn’t) do everything in-house. A skilled partner can provide invaluable insight and best practices, helping you navigate the complexities of digital commerce and ensure that you’re selecting the right solution for your specific needs.

When selecting a partner, take time to vet their expertise carefully. Look beyond just technical know-how and consider their industry and domain knowledge. Are they familiar with your particular business challenges? Can they offer a tailored solution and service model instead of a one-size-fits-all approach? A partner who understands both your business and the digital commerce landscape can help you avoid common pitfalls and keep your project on track.

Define goals, milestones and a realistic business case

You know the “why.” Now define the “what” and the “how much.” Goals, deliverables, milestones, and constraints create the guardrails for your project.

Your business case should reflect the value that the project will bring to the table, but it should also be realistic. Be honest with yourself about what resources are available, what risks you might face, and what timeline is achievable. Nothing derails a project faster than unrealistic expectations. Align your budget, timeline, and resources with the scope of your project. If the scope changes down the road, make sure everyone is aware of the adjustments, whether it’s additional costs, extended timelines, or shifting goals.