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
PLAN REVENUE GROWTH 01
SET STRATEGIES TO ACHIEVE GOALS 02
DEFINE PROJECTS TO IMPLEMENT STRATEGIES 03
RECOMMENDED OPERATIONAL IMPROVEMENT 04
CHECK RESULTS 05

3. REVENUE GROWTH GOAL:
ACTUAL REVENUE GROWTH:
CUSTOMER ACQUISITION
SHOPPING EXPERIENCE
POST PURCHASE
Awareness
Consideration
Activation
Exploration
Decision
MOP
Order
Delivery
Customer Service
CUSTOMER RETENTION
Content
Loyalty
Reactivation
New Users
Churn
Sessions
Bounce
Add to Cart
Conversion
%Canceled
Delivered Time
NPS
METRICS
PROJECTS
STRATEGY

4. CUSTOMER ACQUISITION METRICS PROJECTS STRATEGY
REVENUE GROWTH GOAL:
ACTUAL REVENUE GROWTH:
CUSTOMER ACQUISITION
SHOPPING EXPERIENCE
POST PURCHASE
Awareness
Consideration
Activation
Exploration
Decision
MOP
Order
Delivery
Customer Service
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.
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.
CUSTOMER RETENTION
Content
Loyalty
Reactivation
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
New Users
Churn
Sessions
Bounce
Add to Cart
Conversion
%Canceled
Delivered Time
NPS
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.
TRAFFIC GENERATION
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.
SALES GENERATION
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.
ORDER DELIVERY
METRICS
PROJECTS
STRATEGY

5. Operational Recommendations
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.
DEFINING STRATEGIES
Operational Recommendations
Strategies are implemented trough one ore more projects. Projects, when implemented, must result in a metric improvement, new feature or new process.
DEFINING PROJECTS
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.
WORKING WITH METRICS

6. REVENUE GROWTH GOAL:
50%
ACTUAL REVENUE GROWTH:
57%
Example
CUSTOMER ACQUISITION
SHOPPING EXPERIENCE
POST PURCHASE
Awareness
Consideration
Activation
Exploration
Decision
MOP
Order
Delivery
Customer Service
Physical Store
Cooking blogs
facebook
facebook
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
Free Returns
CUSTOMER RETENTION
Content
Loyalty
Reactivation
Recipe blog
Nutrition Content
Weekly Vegetables
Free Shipping
New Users
Churn
Sessions
Bounce
Add to Cart
Conversion
%Canceled
Delivered Time
NPS
130%
70%
40%
35%
-50%
1.5%
10%
90% 89
METRICS
Operation: Desktop Sessions
Ship from Store
PROJECTS
InStore Pickup
STRATEGY
Operation: Grow Sessions
Omnichannel

7. GROWTH PLAN EXECUTION
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 campaigns focused on desktop devices.

8. Operation: Grow Sessions
REVENUE GROWTH GOAL:
50%
ACTUAL REVENUE GROWTH:
70%
Example
CUSTOMER ACQUISITION
SHOPPING EXPERIENCE
POST PURCHASE
Awareness
Consideration
Activation
Exploration
Decision
MOP
Order
Delivery
Customer Service
Physical Store
Cooking blogs
facebook
facebook
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
Free Returns
Ship from Store
CUSTOMER RETENTION
InStore Pickup
Content
Loyalty
Reactivation
Recipe blog
Nutrition Content
Weekly Vegetables
Free Shipping
New Users
Churn
Sessions
Bounce
Add to Cart
Conversion
%Canceled
Delivered Time
NPS
130%
70%
70%
35%
-50%
1.5% 7%
90% 89
METRICS
PROJECTS
STRATEGY
Operation: Grow Sessions
Omnichannel

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.