The operating manual for CEOs and leadership teams to turn eCommerce into a predictable engine of profitable growth.
Most brands don't fail at eCommerce outright. They stall. Growth slows, margins compress, forecasts become unreliable. This book explains why, and delivers a complete system for fixing it permanently.
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I've interviewed thousands of eCommerce executives, and the gap between what brands think they need and what actually drives performance is enormous. This book closes that gap. It's the clearest, most practical operating manual for eCommerce I've seen. If every CEO and eCommerce leader read this, my job would be a lot easier, and a lot more brands would be successful.
Jason earned every insight in these pages the hard way. I've watched him do the work, learn the lessons, and turn hard-won experience into a system others can use. This book will help you close the Growth Gap that's been holding you back.
This book explains eCommerce in a way leadership teams can understand, govern, and scale. I've seen Jason close the Growth Gap more than once, in different businesses, with different teams and different challenges. This isn't luck. It's a repeatable approach.
The eCommerce Growth Gap is the widening distance between what your eCommerce business should deliver and what it actually delivers.
Most brands don't fail outright. They stall. The team works harder, the decks get longer, the conversations get more detailed — but the fundamentals don't improve. The gap widens slowly, then drastically.
Underperformance is rarely a channel, tool, or talent problem. It's an operating system problem that compounds silently over time. This book shows you how to diagnose it and fix it for good.
These are common symptoms of the eCommerce Growth Gap. Most brands experience several simultaneously, but mistake them for separate problems.
Establish the strategic role of eCommerce in your business before setting a single goal or metric.
Ground your growth strategy in contribution margin and unit economics — not channel activity.
Connect brand, acquisition, conversion, retention, and operations into a single compounding system.
Build the financial clarity and discipline your leadership team needs to make confident decisions.
Build the capabilities, governance, and operating cadence required to scale without breaking the business.
Deploy scorecards and road maps that drive alignment, accountability, and compounding execution.
Most eCommerce underperformance traces back to one or more of five systemic forces. The book diagnoses each one, and shows you exactly how to close it.
These aren't symptoms. They're root causes. Fixing the wrong thing is why so many improvement efforts fail to compound.
Answer 20 questions across the Five Forces, then receive a personalized Growth Gap score plus the highest-leverage actions to restore growth, margin, and predictability in your eCommerce business. Built for CEOs and operators.
Jason Pawloski is one of the most respected voices in eCommerce and a leading architect of turnarounds and transformations. As co-founder of Arcadia Digital, he has shaped the strategies, operating systems, and financial models behind some of the most successful midmarket consumer brands in footwear, apparel, electronics, and sporting goods.
His core belief is simple and increasingly influential: eCommerce performance isn't a marketing challenge. It's an operating model challenge.
Drawing on more than two decades of leading and rebuilding eCommerce businesses, Jason brings a rare combination of operator experience, analytical rigor, and systems thinking. He has guided founders, CEOs, boards, and private equity teams through transformations that turn reactive eCommerce functions into profitable, predictable, scalable growth engines.
Jason co-founded Arcadia Digital to solve the exact problem this book exposes, giving brands the senior leadership, system design, and execution capability they need to close the eCommerce Growth Gap at scale.
Put the framework into practice immediately. The Growth Gap Toolkit includes downloadable templates, scorecards, and diagnostic tools — built as operational companions to every chapter in the book.
Access the ToolkitFor leadership teams, board offsites, investor portfolios, and organizational rollouts, Baywood Press offers bulk pricing with custom options. Get copies into every room where the conversation needs to happen.