When scaling an e-commerce business, technology decisions can make or break your growth trajectory. At Conway & Co, we've identified six critical parameters that determine the ideal technology stack for your business.
Table of contents
- 01 Why These Parameters Matter
- 02 Why a Tech Stack Audit is Essential
- 03 The Tech Stack Audit Solution
- Next steps
- Conclusion
01 Why These Parameters Matter
Before diving in, consider this: Most companies make technology decisions based on features, price, or vendor promises.
However, our experience helping brands scale beyond €200M shows that successful technology decisions start with understanding your business context first.
Let's explore the six parameters that should guide your technology decisions:
Parameter | Description | Components | Key insight |
01 Business complexity
The Most Critical Parameter | The foundation of all technology decisions. | • Number of sales channels (online/offline)
• Product catalog complexity
• Customer segments and journeys
• Geographic presence
• Order types and volume
• Marketing automation needs | Most companies underestimate their business complexity or try to solve it with technology alone. The reality is that simplifying business processes often has more impact than adding new systems. |
02 Revenue size
The Scale Parameter | Your current revenue. | • Technology budget scope
• Required system sophistication
• Integration needs
• Support requirements | There's a direct correlation between revenue stages and optimal technology architecture. What works at €1M won't work at €10M, and what works at €10M won't work at €100M. |
03 Future ambition
The Growth Parameter | Your growth plans. | • International expansion plans
• New channel strategies
• Product line expansion
• Service offering evolution
• Acquisition strategies | Technology should enable growth, not limit it. Your stack needs to support both current operations and future ambitions. |
04 Digital Maturity
The Capability Parameter | Your team's ability to leverage technology. | • Technical expertise level
• Digital transformation readiness
• Change management capabilities
• Innovation culture
• Data-driven decision making | The most advanced technology stack is worthless without the team capability to utilize it effectively. |
05 Investment Capacity
The Resource Parameter | Your resources beyond just budget. | • Total cost of ownership
• Implementation resources
• Training requirements
• Maintenance costs
• Upgrade paths | Technology costs extend far beyond initial purchase. Understanding the full investment picture is crucial for sustainable growth. |
06 Current Systems
The Legacy Parameter | Your existing technology landscape. | • Integration requirements
• Migration paths
• Technical debt
• System dependencies
• Data transition needs | Your current systems aren't just a starting point - they're a crucial factor in determining your technology evolution path. |
02 Why a Tech Stack Audit is Essential
Understanding these parameters is just the start. The real challenge lies in:
- Accurately assessing your current state across all parameters
- Understanding how these parameters interact
- Identifying the gaps between current state and future needs
- Creating an actionable roadmap for evolution
This is where a professional Tech Stack Audit can be helpful, feel free to contact us.
03 The Tech Stack Audit Solution
A Conway & Co Tech Stack Audit provides insight into:
A. Comprehensive Assessment
- Detailed analysis of all six parameters
- Current state evaluation
- Future state mapping
- Gap analysis
B. Strategic Insights
- Technology alignment with business strategy
- Risk assessment
- Opportunity identification
- Cost optimization potential
C. Growth Enablement
- Scalability assessment
- Future-proofing strategies
- Risk mitigation plans
- Performance optimization
D. Actionable Recommendations
- Prioritized improvement roadmap
- Specific system recommendations
- Integration guidelines
- Implementation timeline
Next steps
Ready to evaluate your technology stack against these parameters? Here are your next steps:
01 Self-Assessment | 02 Professional Audit | 03 Strategic Planning |
· Use our Tech Stack Navigator to map your current systems
· Evaluate each parameter honestly
· Identify obvious gaps and challenges | · Get an expert evaluation of your technology landscape
· Receive detailed recommendations
· Obtain a clear roadmap for evolution | · Align technology decisions with business strategy
· Create implementation timelines
· Allocate resources effectively |
Conclusion
Your technology stack is too important to not have a holistic strategy that aligns with your business ambitions. Understanding these six parameters - and how they interact - is crucial for making informed technology decisions that support your company growth.
Remember: The goal isn't to have the most advanced technology stack, but rather the most appropriate one for your business context and growth trajectory.
→ Learn more
How to make ‘buy vs build’ decisions for the systems in your stack?
How to design a tech stack? And why does it matter?
How we can help
Conway & Co is an on-demand CTO for modern consumer & retail brands. Gain a deep understanding of the technical state of your company that aligns your business strategy and digital capabilities.