E-COMMERCE EXCELLENCE PROGRAM

E-Commerce success today is built on trust, speed, and relevance—not just clicks.

As platforms, technologies, and customer expectations evolve, businesses must operate effectively across social commerce, marketplaces, and automated systems—aligning content, commerce, and customer experience at scale.

This 3 half-day, expert-led program equips brand, digital, and marketing teams with the strategic and practical capabilities to lead data-driven, platform-smart E-Commerce initiatives, helping organizations adapt faster and stay competitive in a rapidly changing landscape.

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    PROGRAM OBJECTIVE
    By the end of the 3 half-day program, participating teams will be able to design, optimize, and scale E-Commerce strategies across social, marketplace, and owned platforms—using data, technology, and customer insight to drive performance and prepare the business for future shifts in digital commerce.

    RECOMMENDED FOR

    • Organizations with brand, digital, and E-Commerce teams responsible for growth across multiple platforms

    • Businesses managing marketplaces, social commerce, and owned channels seeking greater efficiency and scalability

    • Companies with performance marketing and live commerce teams focused on improving conversion and ROI

    • Product, commercial, and trade marketing teams aligning commerce execution with broader business objectives

    • Agencies and consulting teams supporting clients’ E-Commerce and digital commerce strategies

    Have questions?

    Modular Upgrades: Flexible Learning for Teams

    Lighter live sessions combined with self-paced modules designed by our instructional designers and subject matter experts, giving your teams the flexibility to learn without disrupting business operations.

    Upgraded Course Content: Driving Business-Relevant Insights

    The program now includes updated best practices, case studies, and strategic frameworks, with a focus on how emerging technologies like AI are shaping digital marketing strategy and driving measurable business impact.

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    Program details

    DAY 1 | WINNING IN THE ERA OF SOCIAL COMMERCE

    LIVE ONLINE TOPICS (4 HOURS)

    I. The Social Commerce Landscape

    • What is Social Commerce?
    • E-Commerce vs. Social Commerce
    • Regional Trends (SEA, US, China), Local Trends (PH), and Consumer Behavior
    • Social Commerce Funnel: From Attention to Conversion in One Scroll

    II. Optimizing for the 4Ps of Social Commerce

    • Product
      • What Makes a Product “Social Commerce Friendly”?
      • Managing Product Variants (SKUs), Bundles, and Inventory for Demand in Social Commerce
    • Price
      • How Pricing Affects Impulse Buying in Social Commerce
    • Promotion
      • Creating Promotional Content for Short-Form Platforms (TikTok, Reels, Stories)
      • Live Selling Event Planning: Teasing, Hosting, and Post-Live Remarketing
      • Paid Advertising to your Social Commerce Shop
      • Leveraging Influencers
    • Place
      • Native Storefronts: TikTok Shop, Instagram/Facebook Shops, YouTube Shopping
      • Influencer Storefronts and Affiliate Links as Distribution Channels
      • Shoppable Native Content: Tags, Product Stickers, Livestream Overlays

    III. Social Commerce Analytics

    • Five (5) Metrics You Should Track
    • Experimentation and Using Data to Decide: Go Live Again, Boost Post, or Adjust CTA?

    SELF-PACED TOPICS (1 HOUR)

    I. Shoppable Feeds and Social Funnels

    • Four (4) readings

    DAY 2 | MASTERING MARKETPLACES AND QUICK COMMERCE

    LIVE ONLINE TOPICS (4 HOURS)

    I. The Marketplace and Quick Commerce Landscape

    • Marketplace vs. Owned E-Commerce: Pros and Cons
    • Key Players
    • The Rise of Quick Commerce and 15-Minute Delivery Models
    • Trends Shaping the Future of Marketplace Selling in Southeast Asia

    II. Optimizing for the 4Ps of Marketplace and Quick Commerce

    • Product
      • Product/SKU Selection, Bundles, and Upsells
      • Product Naming Convention
      • SEO for Marketplaces: Keywords, Categories, and Tags
      • Captivating Product Images
      • Informative Product Page
    • Price
      • Dynamic Pricing, Bundles, and Flash Deals
      • Pricing Parity
    • Promotion
      • Maximizing In-Platform Sponsored Ads
      • Campaign Planning: Double Day Sales (e.g. 11.11), Payday Sales, Mega Sales
      • Promotions, Vouchers, and Cashback Strategies
    • Place
      • Inventory & Warehouse Management for Speed
      • Listing Management Across Multiple Marketplace Platforms (Manual vs. Automation Tools, ERPs)

    III. Marketplace and Quick Commerce Analytics

    • Metrics You Should Track
    • Experimentation and A/B Testing
    • Optimization

    SELF-PACED TOPICS (1 HOUR)

    I. Winning in Marketplaces & Quick Commerce

    • Four (4) readings
    • One (1) video

    DAY 3 | BUILDING SUSTAINABLE E-COMMERCE AT SCALE

    LIVE ONLINE TOPICS (4 HOURS)

    I. Identifying Levers to Fuel Growth

    • Growth Models: Acquisition vs. Retention vs. Monetization
    • Levers: Conversion Rate Optimization, AOV Increase, Frequency Uplift, Cart Recovery, Bundling
    • Marketplace-Specific Growth vs. Owned Platform Growth
    • Framework: The E-Commerce Growth Engine (Traffic × CR × AOV × Frequency)

    II. E-Commerce Revenue Analysis and Optimization

    • Customer Lifetime Value (CLV)
    • Average Order Value (AOV)
    • Return on Ad Spend (ROAS)
    • Gross Merchandise Value (GMV)
    • Contribution Margin and Net Revenue
    • Setting up Dashboards That Serve Both Marketing and Leadership
    • Diagnostic Use of Metrics to Find Drop-Offs, Underperformance, and Opportunities

    III. Positioning Teams to Succeed

    • Org Structures for E-Commerce: Central Team vs. Distributed Model
    • Roles and Capabilities: Growth Marketers, Performance Analysts, Marketplace Managers, CX Ops
    • Collaboration Across Marketing, Sales, Product, and Logistics
    • Culture: Building Agility, Experimentation, and Customer Obsession

    IV. E-Commerce Tech Stack

    • Integration and Data Flows Across Platforms
    • Evaluating Tools: Scalability, Flexibility, Cost-Efficiency

    V. Future-Mapping Emerging Trends & Disruptions

    • Future-Mapping: Trends and Disruptions in E-Commerce
    • Social-First Commerce & Creator Marketplaces
    • Live Selling & Experiential Commerce
    • AI in Customer Journeys: Personalization, Service, Product Discovery
    • Sustainability & Conscious Consumption
    • Retail Media and Data Monetization

    SELF-PACED TOPICS (1 HOUR)

    I. Scaling Smart: Teams, Tech & Growth Levers

    • Three (3) readings
    • One (1) video

    Rate Inclusions

    • 15 total hours of learning sessions (live online and self-paced or asynchronous)
    • Access to the Student Learning Portal with a library of supplementary content
    • Get to network will other participants and consult with Subject Matter Experts

    Get Immersed Online
    Unlike your regular recorded webinar and online class, CDM online classes are expert-led and live by leveraging on the Zoom platform and our Student Portal that connects our Students with our Subject Matter Experts (SMEs).

    Wherever you are, be involved and connect with SMEs and other learners, ask questions, and interact on class activities. The CDM Support Team will also be there to make sure everyone is engaged, moderate the class, and support you on Q&A, and other challenges.

    Collaborative Learning
    We designed our classes to strike a balance between theory (30%) and practice (70%) by featuring more individual and collaborative activities for a richer learning experience. A good mix of learning tools and apps will be used including Thinkific, Kahoot, Mentimeter, and Google Jamboard, to name a few.

    In the activities, you will be asked to solve real business and marketing cases so you can sharpen your analytics and strategic skills. Work with your learning teams through virtual breakout rooms.

    Never Stop Learning
    Get additional learning content and go through asynchronous (self-paced) case studies and reflection activities in between sessions via our Student Portal to boost your upskilling!

    Our programs are conducted by Subject Matter Experts (SMEs) who are industry experts and thought leaders in their respective fields. CDM boasts a 200+ SME network as partners who provide ongoing feedback on our program design.

    Your class will be taught and facilitated by a mix of SMEs coming from this line up.

    Manny was a born marketing strategist supported by his experience as a Strategy Director for multiple ad agencies, namely Publicis Manila, NuWorks, and Ogilvy.

    He has been in the brand and marketing communication industry for more than 15 years, and has developed marketing communication, data, and digital strategies for brands such as Nestle, Unilever, P&G, Jollibee Foods Corporation, San Miguel Beer, Asia Brewery, Philippine Basketball Association, Belo Essentials, Smart, PMFTC, Monde Nissin, and Resorts World Manila, among others.

    Manny Gonzales

    Arthur "Art" Policarpio is a seasoned digital entrepreneur and transformation leader with over 22 years of experience helping businesses stay ahead of what's next. A pioneer in the Philippine mobile marketing space, Arthur founded one of the country's first mobile agencies in 2003—well before digital became mainstream. Since then, he has built, scaled, and exited three successful digital startups by staying ahead of trends in marketing, E-Commerce, and AI.

    Today, Arthur is the CEO of Emporia Group, where he helps businesses scale through on-demand digital talent, performance-driven E-Commerce strategies, and AI-powered solutions. His work is focused on helping companies accelerate growth while reducing complexity—through smarter use of people, platforms, and technology.

    Known for his forward-thinking mindset and hands-on leadership, Arthur continues to guide organizations through digital transformation with a strong focus on results, innovation, and adaptability.

    Arthur Policarpio

    Kay Veloso-Palisoc

    Have questions?

    New Program: Strategic Digital Marketing for Growth starts March 21Book Early
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