7 Layer Model For Ecommerce Stores

29/10/2008 8:50:00 AM by Paul | Permalink

It struck me recently that whenever I create a new ecommerce store, or evaluate an existing store, I use a set of sub-conscious 'layers' to work out what's what. I could probably attribute this to my computer networking background, which uses a 7 layer model to describe what's going on from the physical cables to the applications that communicate.

For ecommerce, we can use a similar concept to define the store, and to create what is essentially a business plan, or a guide for any external resource that might be employed to help develop the site (commercially or technically). This is my stab at what I think the model should look like:

1. Identity
   This is the most fundamental layer of the store and describes what the store will sell, the style and design of the site, its audience and, perhaps most importantly, the domain name.
2. Structure
   The structure level includes details of the content of the site (including site management), the site map, navigation, search engine optimisation (SEO) (including keyword/phrase selection and use), engagement and the calls to action. Depending on the author, this layer might also detail the technical aspects of where the site will be hosted, which scripting languages it will use and the requirement for a database.
3. Sales mechanism
   This layer relates to the checkout process. What information is required to fulfil the order?
4. Payment mechanism
   Some might argue that this is part of the sales mechanism layer, but I think there are sufficiently diverse options within this area to warrant a separate layer. The best example of this would be where payment is taken in person, or via the telephone, completely separately to the online checkout process. This layer should also pay attention to fraud prevention.
5. Product distribution
   How will the products be sent to the customers? This is entirely dependent on the nature of the products - physical products require warehousing and shipping; digital products don't. This layer should also define stock management details.
6. Marketing and promotion
   The marketing and promotion defines layer what will be done to attract customers to the store. This may include policies on inter-site links, search engine marketing, external SEO, press releases, RSS/news feeds, directory listing, etc, etc.
7. Measurement and analysis
   The final layer in the model provides the benchmarks for improvement. What works, what doesn't, and how can the site be improved post-launch.

When you're evaluating if your website is performing well, or establishing areas for improvement, you can use this tool to provide easy to manage, bite-sized chunks of the whole process to concentrate on. The model also allows us to split the development task between specialists. I.e. creating the identity layer is most likely the responsibility of the website owner; the structure layer will probably be defined by whoever will build the site.

If you have any suggestions on how the model might be improved, we'd love to hear from you.

I'll expand on each layer in future articles. If you'd like any more information in the meantime, please contact us.

Keywords :  ecommerce, model, development, design, structure,