The 4Cs encompass the processes that underpin every aspect of an ecommerce business. They apply to almost every part of the 9Ps and are not discrete activities.

Customer Journey: the customer journey is the path and sequence of interactions customers go through when visiting a website. The best practice is to design the customer journey to always lead them to desired business outcomes such as profitable customer acquisition cost, improved conversion ratio, and higher average basket sizes.

Customer Journey: the customer journey is the path and sequence of interactions customers go through when visiting a website. The best practice is to design the customer journey to always lead them to desired business outcomes such as profitable customer acquisition cost, improved conversion ratio, and higher average basket sizes.
Channels: ecommerce businesses distribute to third-party marketplaces such as Amazon and eBay because of the guaranteed traffic. Marketplaces have their own unique characteristics that are different to selling on .COM. Social channels such Instagram are now creating the opportunity for product discovery and conversion.
Customer Acquisition: ecommerce customer acquisition is about understanding paid, earned and owned media and how they are used to acquire the target customer profile.
Conversion Rate Optimisation: Conversion rate optimisation is the process for increasing the number of visitors to a website that convert into customers. More generally, conversion can apply to any desired action on a website. Site optimisation is now part of overall move towards customer centric thinking in ecommerce.