If your ecommerce site looks beautiful but can’t deliver real value, what’s the point?

This week I’ve observed another OEM launch a visually stunning D2C experience.

But scratch beneath the surface, and there’s:

- No real-time parts availability
- No service booking
- No personalised offers
- No account intelligence
- And a mobile experience that's more friction than flow

Just motion graphics, parallax scrolls, and a checkout that doesn’t convert, doesn’t connect, doesn’t deliver.

This is the classic trap: form over function. Aesthetics without utility | Design without delivery.

Pretty pixels mean nothing if your site isn’t:

- Earning revenue
- Building customer relationship capital
- Powering the aftersales opportunity
- Generating insights
- Solving real customer problems

Great ecommerce isn’t supposed to be a brand film. It’s supposed to work.
And in 2025, working means connected, relevant, transactional, fast.

Because digital isn’t a campaign, it’s a commercial engine and it should earn its place on the P&L.

It’s time to expect more from digital...because your customers already do.