Ian Gordon
Ian co-founded iWeb and leads commercial strategy across enterprise commerce programmes. He writes the notes on rescue engagements, procurement failure, platform selection politics, and the point where a transformation programme becomes an operating-model problem instead of a technology one. Focused on commercial clarity, realistic delivery economics, and the gap between what procurement asks for and what the business actually needs.
- Notes published
- 13
- First note
- 12 Sept 2024
- Latest note
- 23 Jun 2026
- Contributing since
- 2024
- Commercial strategy
- B2B commerce
- Growth
Everything Ian has filed.
SEO for builders merchants: branch pages, product hubs and the site architecture that ranks
Standard SEO fails for builders merchants. To rank, your site architecture must prioritise hyper-local branch pages for local intent and product hubs for system-based searches.
Why most rescue projects are actually replatforms in disguise
A rescue is a diagnosis, not a fix. The honest version of that diagnosis is often a replatform on a shorter timeline than the business expected.
The problem with treating replatforming as a design project
Organisations often mistake replatforming for a design project, overlooking the complex operational and technical requirements. This misaligned focus leads to costly delays and functional gaps.
Why B2B ecommerce needs pricing logic in the room early
Ignoring pricing complexity until late in a B2B ecommerce project can lead to significant cost and delay. Early integration of pricing logic is critical.
Why search is often the most important page on a B2B site
For trade customers, search isn't just a convenience, it's a critical tool for efficiency and procurement. Understanding its strategic importance drives revenue.
The real reason customers stop trusting B2B websites
B2B customers prioritise accuracy and consistency. Inaccurate pricing, stock levels, or order information quickly erode trust, leading to account churn.
Component governance for storefront teams: who owns the button, who owns the basket
Component governance defines ownership and responsibility for design system elements, crucial for B2B storefront consistency and preventing technical issues.
Ecommerce requirements gathering without creating a monster
Striking the right balance in ecommerce requirements gathering prevents project scope creep and ensures deliverable, adaptable solutions, avoiding the "monster" outcome.
What CEOs should ask before approving a replatform
Before approving a replatform, CEOs must ask pointed questions about business case alignment, cost justification, risk mitigation, and team capabilities for a successful project.
Why the best ecommerce projects start with constraints
Applying constraints to ecommerce projects early on focuses efforts, reduces risk, and ensures practical, achievable outcomes.
Why ecommerce support should be commercial, not reactive
Reactive ecommerce support hinders business growth. A commercially-driven approach, aligned with business objectives, ensures sustained online revenue and customer satisfaction.
Replatforming without pausing trade: what actually matters
Replatforming without business disruption is achievable with careful planning. Focus on data integrity, API contracts, and phased deployments.
Why B2B buyers do not care how pretty your homepage is
B2B buyers seek efficiency, not aesthetics. Focus on functionality, accurate data, and seamless integrations to meet their operational needs.