Module: Online Merchandising

Agenda topic: Online Merchandising

  • What is online merchandising?​
  • Which site elements can the online merchandiser use?​
  • Which sales techniques can the online merchandiser use?​
  • Which price en sales promotions can the online merchandiser use?​
  • What are the operational processes of online merchandising?​
  • How to set-up an assortment strategy?​
  • How to select the right online merchandising tools?​
  • What are the latest trends and developments in online merchandising?​


Mentioned theory:

Cross- and Up-selling




Merchandising is broadly defined as all activities that contribute to the sale of a product to a consumer.

At a retailer, the merchandiser is usually responsible for managing the assortment on a day-to-day basis, price and promotions, making sure of its availability (inventory) and that it is displayed in such a way that it stimulates interest to buy the product. 


Online merchandising supports the following phases in the customer journey:

Orientation: The customer is searching for a certain product, 
offering the right product at the right price to affiliates and market places,
cooperating with the marketing department that the right products are communicated via for example Email Marketing or Display Advertising.
Selection: When the potential customer is visiting the online shop, the merchandiser makes sure the products can be found, filtered, selected and compared in a user-friendly and enticing way.
Transaction: The customer has found the product he is looking for. The merchandiser now has to provide all necessary product information to make sure the customer actually hits the "buy" button.

Target group: Manager

Module level: Manager

Version | 10 - 08 - 2018

Part of course: Digital Marketing (DIM)

Topics in this module: Online Merchandising