Blame culture in e-commerce projects hindering growth and success for UK retailers


British retailers are wasting on average £178,000 in failed e-commerce budget according to a study commissioned by digital commerce experts Greenlight Commerce with some respondents (3%) having wasted up to £3 million. The study, which questioned 100 UK based e-commerce decision-makers within the retail sector, reveals that an internal war is waging within retail businesses as IT and marketing teams blame each other.  

More than a quarter (26%) of the marketing team blamed IT for project failure – while 30% of the IT team blamed marketing and a further 15% blamed the C-suite. With more than three quarters of all retailers (76%) planning to increase the number of e-commerce projects in 2019, there is a need to look at how retailers can bridge the disjoint within the organisation.  

When it comes to hitting key objectives, the survey finds 18% of marketing and 11% of IT respondents expect to miss all key objectives of e-commerce projects in 2019. 14% of all respondents expect project waste due to poor planning, accounting for an average £105,000 and 13% expect waste due to poor execution, averaging at £111,000. This year the IT team is wishing for more budget and 48% said it would increase success in 2019 and 44% saying they would like more skilled employees.  

Kevin Murray, managing director, Greenlight Commerce, commented: “These survey results reveal there are a number of core issues within businesses which are hindering the success of existing projects, as well as investment in new eCommerce projects. With an average of £¾ million in the eCommerce pot, it is vital that the C-suite provides the right leadership to ensure that different departments can address and rectify these problems.”

Murray concluded: “But with only 20% of respondents in IT roles saying the projects were excellently executed it’s a worrying contradiction. Senior management must ensure the rift between IT and marketing is healed and resources properly allocated between the different departments to drive success.”