Is your tech stack quietly working against you? You're not alone. As eCommerce decision-makers try to move faster and grow smarter, the reality is that many are stuck with clunky workflows, scattered tools, and underused platforms.
In this eCommerce Explored webinar, Chloe Thomas brings together three voices with decades of practical experience to unpack what needs fixing and where the opportunities lie for 2025.
Meet the Experts
James Gurd – Independent eCommerce consultant and founder of Digital Juggler. He specializes in eCom strategy, re-platforming, and end-to-end project delivery. He’s also co-host of the Inside Commerce podcast.
Clare Adams – Chief Growth Officer at Start with Data, a product data agency helping brands implement PIM platforms and structure their product data to fuel performance and scale.
Derric Haynie – eCommerce technologist, former founder of eCommerce Tech. He has worked with hundreds of brands and advises tech vendors on better-serving retailers with scalable, integrated solutions.
Simplify Before You Scale: Cut Process Debt and Reclaim Growth
Are you overwhelmed by how many tools your team is juggling every day? You're not alone. Many eCommerce teams unknowingly carry what James calls "process debt," outdated workflows and redundant tools that complicate everything from order fulfillment to campaign execution.
Instead of constantly adding more software, James suggests a hard look at how things work. "How do we do things, and are there better ways to manage processes?"
Derric builds on that, urging brands to use tools that simplify, not complicate: "We're looking for tools in 2025 that are eliminating processes, not adding them."
Even when businesses invest in tech, they often miss the mark on usage. Clare says, "They're using maybe 10 to 15% of it, or the setup processes have been completely wrong."
The takeaway? Clean up before you stack up. "They're using maybe 10 to 15% of it, or the set up process is completely wrong." Often, the issue isn’t the software; it’s how it’s configured and used.
Build a Connected Tech Stack: Integrate Smarter, Not Harder
Are your systems constantly out of sync? Whether it’s inventory not syncing with your storefront or email platforms failing to reflect the latest product updates, disconnected tools create chaos.
Derric highlighted this shift: "The last three years have been about what I would call the unification of tech stacks."
To get there, James says the key is innovative tool selection: "Choose tools with robust API capabilities so you can integrate them easily without needing a team of developers."
And this isn't just IT's job anymore. Clare noted, "We sell more to eCommerce teams than we do to IT teams now." In 2025, seamless integration is everyone’s responsibility. "We sell more to eCommerce teams than we do to IT teams now."
Automate for Growth: Use AI to Eliminate eCommerce Busywork
AI is everywhere, but is it making your life easier? Too many brands still treat AI as a shiny add-on rather than a way to remove tedious manual tasks. The real win? Using AI to eliminate processes.
Derric saw this firsthand: "At Pipe17, we used AI to take a low-code solution into a no-code solution, and it was able to go live instantly. That was something that hasn’t been done before."
AI can also connect the dots between sales and stock decisions. "You're personalising onsite behaviour to try and sell more products, but then that might influence the merchandiser on what products they should be adding to the website."
But none of this works without data. "First, you have to have the data, and then you have to use it," Derric warned. AI without clean inputs is just expensive noise.
Power Up with Product Data: Why Structure and Enrichment Matter
You can’t fix what you can’t find. Whether you're personalizing experiences or analyzing performance, structured data is the bedrock of an effective tech stack.
Clare nailed it: "If you don't have structured data or enriched data, all of these cool, sexy, agentic AI tools are just not going to work."
James added that poor data quality isn’t just a tech problem; it’s a business risk. "How scalable and robust is this? You'll lose serious money if your site goes down during Black Friday."
Without clean data, even the best platforms crumble under pressure. Don’t ignore it just because it’s ‘unsexy.’
Make the Case for Change: Win Buy-In for Tech Investment
Convincing your team to invest in better tech is hard, especially when the risks outweigh the rewards. But without stakeholder buy-in, even the smartest upgrades stall.
James explained: "The biggest stumbling block is that people don't understand risk models properly." His solution? Speak their language, show the CFO savings, reassure IT with integration plans, and offer training to eCom teams.
Derric brought up a common blind spot: value leakage. "Are you paying $10k per month for a platform you're using like a $1k tool?" he asked.
If your tools aren’t delivering clear returns, your pitch will fall flat. Do the homework and the math.
Own Your Tech Stack: Assign Leadership to Drive Results
Who owns your tech stack? If your answer is "everyone" or worse, "no one," it’s time to rethink. As more tools come into play, so does the need for strategic oversight.
James sees the answer in product thinking: "Having a product manager, they essentially own it and have responsibility."
Clare noted the shift: "They're able to do a lot more and scale a lot quicker than they were able to previously."
Derric summed it perfectly: "Every team is a tech team now." Without ownership, tech becomes chaos. Assign someone to lead."
Your 2025 Tech Stack Checklist
- "Minimise complexity" – Consolidate and review workflows.
- Use tools that remove, not add, manual processes.
- Integrate systems with strong APIs or middleware.
- Prioritise structured, enriched data.
- Make your case with tailored risk and value points.
- Assign product ownership to someone who gets the whole picture.
Watch the full Tech Stack 2025 webinar on YouTube, or explore our Tech Stack Directory to see how amazing tech tools can support your growth. Also, for more exclusive content, sign up for future sessions with our eCommerce Explored series.
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