CEC E-commerce Strategy & Planning 3

Question 1

An e-commerce brand's gross margin is 60% but net margin is 2%. Which area should the consultant investigate FIRST?

Accepted Answer

Operating expenses and overhead costs

Answer

A large gap between gross and net margin signals excessive operating costs such as fulfillment, staffing, or software eating into profitability.

Question 2

Which framework helps prioritize e-commerce growth initiatives by evaluating Impact, Confidence, and Ease?

Accepted Answer

ICE scoring

Answer

ICE scoring ranks initiatives by multiplying Impact, Confidence, and Ease scores so teams focus on high-value, low-effort experiments first.

Question 3

A brand sells B2B and B2C through the same platform. What is the primary strategic risk of this approach?

Accepted Answer

Pricing conflict and channel cannibalization

Answer

Exposing wholesale B2B pricing alongside retail B2C pricing can undermine retail margins and create conflicts with reseller partners.

Question 4

What is the strategic purpose of a product catalog audit in e-commerce planning?

Accepted Answer

To identify underperforming SKUs and rationalize the assortment

Answer

A catalog audit reveals SKUs that drain logistics and merchandising resources without proportional revenue contribution, enabling smarter assortment decisions.

Question 5

Which growth strategy involves selling existing products to new customer segments or geographies?

Accepted Answer

Market development

Answer

Market development (from Ansoff's Matrix) expands reach by targeting new demographics or regions with the current product line.

(CEC) Certified Ecommerce Consultant Practice Test

(CEC) Certified Ecommerce Consultant Practice Test

CEC E-commerce Strategy & Planning 3