Written by
Aurelija Vycaite
AI & Technology
When scaling an e-commerce business, technology decisions can make or break your growth trajectory. At Conway & Co, we've identified six critical parameters that determine the ideal technology stack for your business.
Why these parameters matter
Before diving in, consider this: Most companies make technology decisions based on features, price, or vendor promises.
However, our experience helping brands scale beyond €200M shows that successful technology decisions start with understanding your business context first.
Let's explore the six parameters that should guide your technology decisions:
01 Business complexity
The most critical parameter: the foundation of all technology decisions.
Components:
Number of sales channels (online/offline)
Product catalog complexity
Customer segments and journeys
Geographic presence
Order types and volume
Marketing automation needs
Key insight:
Most companies underestimate their business complexity or try to solve it with technology alone. The reality is that simplifying business processes often has more impact than adding.
02 Revenue size
The scale parameter: defines the scope and architecture of your tech stack.
Components:
Technology budget
System requirements
Integration needs
Support expectations
Key insight:
There’s a correlation between revenue and stack design. The setup that works at €1M breaks at €10M. What works at €10M won’t support €100M. Tech must match the scale you’re operating at.
03 Future ambition
The growth parameter: defines how far your stack needs to stretch.
Components:
International expansion
Channel and market entry plans
Product and service diversification
Acquisition strategy
Key insight:
Growth plans create complexity. If your stack can’t flex with your ambition, it will slow you down. Tech should enable—not limit—how you scale.
04 Digital maturity
The capability parameter: your team’s ability to use the stack effectively.
Components:
Technical expertise
Change management
Innovation culture
Data fluency
Cross-functional alignment
Key insight:
Even the best tools fail without the right team behind them. Digital maturity isn’t about how much tech you have—it’s how well your team uses it.
05 Investment capacity
The resource parameter: not just budget, but ability to sustain and scale.
Components:
Total cost of ownership
Implementation resources
Training bandwidth
Maintenance cost
Upgrade paths
Key insight:
Buying the software is the easy part. Maintaining and evolving it is where companies get stuck. Look beyond initial costs to understand what’s actually sustainable.
06 Current systems
The legacy parameter:
Components:
Existing systems
Technical debt
Integration constraints
Data quality
Migration paths
Key insight:
You don’t start from zero. Your current systems define what’s possible short-term and where risk sits. Ignoring the legacy leads to expensive failures.
02 Why a Tech Stack Audit is Essential
Understanding these parameters is just the start. The real challenge lies in:
Accurately assessing your current state across all parameters
Understanding how these parameters interact
Identifying the gaps between current state and future needs
Creating an actionable roadmap for evolution
This is where a professional Tech Stack Audit can be helpful, feel free to contact us.
03 The Tech Stack Audit Solution
A Conway & Co Tech Stack Audit provides insight into:
A. Comprehensive Assessment
Detailed analysis of all six parameters
Current state evaluation
Future state mapping
Gap analysis
B. Strategic Insights
Technology alignment with business strategy
Risk assessment
Opportunity identification
Cost optimization potential
C. Growth Enablement
Scalability assessment
Future-proofing strategies
Risk mitigation plans
Performance optimization
D. Actionable Recommendations
Prioritized improvement roadmap
Specific system recommendations
Integration guidelines
Implementation timeline
Next steps
Ready to evaluate your technology stack against these parameters? Here are your next steps:
01 Self-Assessment | 02 Professional Audit | 03 Strategic Planning |
|---|---|---|
· Use our Tech Stack Navigator to map your current systems | · Get an expert evaluation of your technology landscape | · Align technology decisions with business strategy · |
Conclusion
Your technology stack is too important to not have a holistic strategy that aligns with your business ambitions. Understanding these six parameters - and how they interact - is crucial for making informed technology decisions that support your company growth.
Remember: The goal isn't to have the most advanced technology stack, but rather the most appropriate one for your business context and growth trajectory.
→ Learn more
How to make ‘buy vs build’ decisions for the systems in your stack?
How to design a tech stack? And why does it matter?
How we can help
Conway & Co is an on-demand CTO for modern consumer & retail brands.
Gain a deep understanding of the technical state of your company that aligns your business strategy and digital capabilities.
