Fixing the Leaks: An E-Commerce Store Management and Conversion Training Course (Online / Remote)
1Summary
Most digital storefronts do not lose money because traffic is too low — they lose it between "add to cart" and "order confirmed." Fixing the Leaks opens with that abandonment problem, because it is usually the fastest, cheapest fix available to an online retailer, before the conversation moves to marketing spend or new platforms.
Presented by Arab British Fellowship Training Academy within its Retail Management Courses category, this course treats an e-commerce store as a live commercial engine, not a website that was built once and left alone. Participants diagnose checkout friction, redesign the path to purchase, and only then move outward to the foundations that support it: product listings, marketplace selling, fulfilment and platform choice.
Marketplace selling gets particular attention — managing pricing parity and brand consistency across Amazon, eBay, Noon and other regional platforms without those channels working against each other. Fulfilment is treated the same way: what happens after checkout, from warehouse to doorstep, directly shapes whether a customer buys again.
Delegates leave with frameworks built for measurable outcomes — higher conversion, lower abandonment, tighter fulfilment timelines — that they can apply to a single online store or a portfolio of digital retail channels.
2Objectives and target group
By the end of this course, participants will be able to:
- Diagnose the operational and psychological triggers behind cart abandonment and design a recovery plan.
- Apply checkout optimisation techniques — guest checkout, simplified forms, trust signals — and test them with A/B methods.
- Write product listings and use imagery, video and structured data that improve discoverability and conversion.
- Manage marketplace selling across platforms while protecting pricing parity and brand consistency.
- Streamline order fulfilment from warehouse to doorstep and coordinate with logistics partners.
- Handle returns, refunds and service escalations in a way that protects brand reputation.
- Select and configure a digital storefront platform, including payment gateways and mobile responsiveness.
- Build dashboards that track conversion, abandonment and fulfilment metrics for continuous improvement.
Target Audience
- E-commerce managers and coordinators responsible for daily store operations.
- Retail operations managers transitioning traditional store models into digital channels.
- Digital marketing and conversion-rate-optimisation specialists.
- Marketplace selling coordinators managing multi-platform storefronts.
- Order fulfilment supervisors, warehouse coordinators and logistics professionals supporting online delivery.
- Category managers and inventory planners overseeing digital and physical stock together.
- Business owners and entrepreneurs launching or scaling an online retail presence.
3Course Content
Module 1: Where Online Sales Are Lost — Checkout Friction and Cart Abandonment
- Operational and behavioural causes of cart abandonment.
- Guest checkout, simplified forms, trust signals and A/B testing.
- Retargeting, email recovery sequences and responsible use of discounts.
Module 2: Setting Up for Growth — E-Commerce Foundations
- The digital retail ecosystem and its commercial drivers.
- Mapping the customer journey and setting measurable objectives.
Module 3: Listings That Sell — Product Content and Discoverability
- Titles, descriptions and specifications that convert.
- Imagery, video, structured data and organic search visibility.
Module 4: Selling Across Marketplaces Without Losing Brand Control
- Comparing marketplace models, commissions and compliance requirements.
- Pricing parity and consistency across owned and third-party channels.
Module 5: From Click to Doorstep — Fulfilment and Logistics
- Structuring fulfilment workflows for speed and accuracy.
- Managing logistics partners, returns, exchanges and refunds.
Module 6: The Storefront Itself — Platform and Technical Readiness
- Selecting a platform for business scale and complexity.
- Payment gateways, security and mobile optimisation.
Module 7: Measuring and Improving — Dashboards and Continuous Optimisation
- Tracking conversion, abandonment and fulfilment metrics.
- Benchmarking performance and building an improvement roadmap.