A
Angel Investor
Executive
Individual providing initial capital for startups
Acquisition
Executive
The purchase of one company by another
AOV
Digital Mktg
Average Order Value
Attribution
Digital Mktg
The process of identifying which touchpoints lead to a sale
A/B Testing
Digital Mktg
Comparing two variables to optimize performance
Affiliate Marketing
Digital Mktg
Paying commissions to external partners for referred sales
Anchor Text
Digital Mktg
The clickable text in a hyperlink
Alt Text
Digital Mktg
Description of an image for screen readers and SEO
Attribution Window
Retail Media
The time period in which an ad gets credit for a sale
ASIN
Amazon
Amazon Standard Identification Number
ACoS
Amazon
Advertising Cost of Sales
A+ Content
Amazon
Enhanced product detail page descriptions with rich media
Amazon DSP
Amazon
Demand Side Platform for programmatic advertising
Amazon Live
Amazon
Amazon's livestream shopping platform
Amazon's Choice
Amazon
Badge awarded to highly rated, well-priced products
A-to-z Guarantee
Amazon
Amazon's buyer protection for third-party purchases
Average Transaction Value (ATV)
Omnichannel
Average amount spent per store visit
Assortment Plan
Omnichannel
A blueprint of what products to stock in what quantities
Anchor Tenant
Omnichannel
The primary store driving traffic to a shopping mall
Aisle Management
Omnichannel
The planning and organization of store aisles
Atmospherics
Omnichannel
Using store elements like lighting, music, and scent to create a mood
API
Technology
Application Programming Interface
Alt Text
Technology
Image descriptions for accessibility and search engine indexing
API Endpoint
Technology
The specific URL at which an API receives requests
Authentication
Technology
The process of verifying the identity of a user or system
Authorization
Technology
The process of determining what a verified user is permitted to do
A11y
Merch & UX
Accessibility: designing digital experiences for users with disabilities
Above the Fold
Merch & UX
Content visible on a page without scrolling
Add to Cart
Merch & UX
The primary button triggering a conversion on a product page
Autocorrect
Merch & UX
A search feature that automatically corrects spelling errors
Accessibility Audit
Merch & UX
A review of a website's compliance with accessibility standards
Algorithm
Data & AI
A step-by-step procedure for calculations or problem-solving
AI Ethics
Data & AI
The study of the moral implications and responsibilities of artificial intelligence
AML
Finance
Anti-Money Laundering: regulations to prevent illegal financial activity
Accounts Receivable (AR)
Finance
Money owed to the company by customers
Accounts Payable (AP)
Finance
Money the company owes to its suppliers or vendors
Audit
Finance
A formal inspection of a company's financial accounts and records
Amortization
Finance
Spreading the cost of an intangible asset over its useful life
Accrual Accounting
Finance
Recording revenues and expenses when they are earned, not when cash changes hands
Acquiring Bank
Finance
The bank that processes card payments on behalf of a merchant
Amazon
Platforms
The world's largest eCommerce marketplace
Attentive
Platforms
An SMS and email marketing platform for eCommerce
Agentic Commerce
Trends
Autonomous AI agents that perform shopping tasks on behalf of users
AR/VR Shopping
Trends
Augmented and virtual reality tools for product try-ons and visualization
AI-Powered Search
Trends
Product discovery driven by large language models and generative AI
AEO
Data & AI
Answer Engine Optimization: structuring content so AI answer engines cite it directly
AI Agent
Data & AI
Autonomous software that plans and executes multi-step tasks with minimal human input
AI Overviews
Digital Mktg
Google's AI-generated answers that appear above traditional search results
Agentic Checkout
Trends
An AI agent completing the purchase and payment steps on a shopper's behalf
AI Shopping Assistant
Trends
A conversational AI that helps shoppers find, compare, and choose products
Agent Assist
CX & Support
AI tools that suggest replies and surface information to human support agents in real time
B
B2B
Executive
Business-to-Business
B2C
Executive
Business-to-Consumer
Burn Rate
Executive
The rate at which a company spends its capital before reaching profitability
Board of Directors
Executive
Group of individuals elected to represent shareholders
Business Model
Executive
A design for the successful operation of a business
Bounce Rate
Digital Mktg
Percentage of visitors who leave after viewing one page
Browser Abandonment
Digital Mktg
Users who view products but don't add to cart
Brand Awareness
Digital Mktg
The extent to which consumers are familiar with a brand
Brand Equity
Digital Mktg
The value of a brand based on consumer perception
Backlink
Digital Mktg
An external link pointing to your website
Brand Voice
Digital Mktg
The personality and emotion infused into a company's communications
Brand Promise
Digital Mktg
The value or experience a company's customers can expect to receive
Brand Loyalty
Digital Mktg
The tendency of consumers to continue buying the same brand
Brand Lift Study
Retail Media
Measurement of how ads affected brand perception
Buy Box
Amazon
The 'Add to Cart' section on an Amazon product detail page
Brand Registry
Amazon
Amazon program to protect intellectual property
BSR
Amazon
Best Sellers Rank
Brand Storefront
Amazon
Custom branded page for a seller on Amazon
Buy Box Suppression
Amazon
When the Buy Box is removed due to pricing or performance issues
BOPIS
Omnichannel
Buy Online, Pick Up In-Store
BORIS
Omnichannel
Buy Online, Return In-Store
Big-Box Store
Omnichannel
Large physical retailer like Walmart or Target
BOPAC
Omnichannel
Buy Online, Pick Up At Curb
BNPL
Technology
Buy Now, Pay Later (e.g. Affirm, Klarna)
Back-End
Technology
Server-side logic and database infrastructure
Botnet
Technology
A network of infected computers controlled remotely without the owners' knowledge
Backorder
Logistics
An order placed for an item that is currently out of stock
Bill of Lading (BOL)
Logistics
A legal document between shipper and carrier describing a shipment
Billable Weight
Logistics
The weight used to calculate shipping cost (greater of actual vs. dimensional)
Blind Shipping
Logistics
Shipping where the manufacturer's identity is hidden from the recipient
Bonded Warehouse
Logistics
A facility where dutiable goods can be stored without paying duty upfront
Breadcrumbs
Merch & UX
Navigation trail showing location in a site hierarchy (e.g. Home > Shoes > Sneakers)
Bundling
Merch & UX
Selling multiple items together as a single package deal
Big Data
Data & AI
Extremely large datasets that require specialized tools to process and analyze
Business Intelligence (BI)
Data & AI
Technology-driven processes for analyzing business data and presenting insights
Batch Processing
Data & AI
Processing large volumes of data together at scheduled intervals
Bias in AI
Data & AI
The risk of AI systems producing unfair or skewed results due to training data
Balance Sheet
Finance
A financial statement summarizing assets, liabilities, and equity
Break-Even Point
Finance
The level of sales at which total revenue equals total costs
Budgeting
Finance
Planning how money will be allocated across the business
BigCommerce
Platforms
A flexible, open SaaS eCommerce platform
Bold Commerce
Platforms
eCommerce apps and headless checkout solutions
BPO
CX & Support
Business Process Outsourcing: contracting external teams for support
Buy-Back Program
Trends
A retailer initiative to buy used products from customers in exchange for credit
C
CEO
Executive
Chief Executive Officer
CDO
Executive
Chief Digital Officer: Lead for digital transformation and eCommerce strategy
CMO
Executive
Chief Marketing Officer
COO
Executive
Chief Operating Officer: Focuses on supply chain and fulfillment
CFO
Executive
Chief Financial Officer
CAGR
Executive
Compound Annual Growth Rate
CAC
Executive
Customer Acquisition Cost
Churn Rate
Executive
Percentage of customers who stop purchasing or subscribing
CapEx
Executive
Capital Expenditure
Cap Table
Executive
A table providing an analysis of a company's percentages of ownership
Core Competency
Executive
A defining capability or advantage that distinguishes an enterprise from its competitors
Competitive Advantage
Executive
A condition that puts a company in a favorable or superior business position
Change Management
Executive
The management of change and development within a business
Corporate Culture
Executive
The beliefs and behaviors that determine how a company's employees and management interact
CTR
Digital Mktg
Click-Through Rate
CPC
Digital Mktg
Cost Per Click
CPA
Digital Mktg
Cost Per Acquisition
CPL
Digital Mktg
Cost Per Lead
CPM
Digital Mktg
Cost Per Mille (Thousand Impressions)
CR / CVR
Digital Mktg
Conversion Rate
CTA
Digital Mktg
Call to Action (e.g. Buy Now, Sign Up)
Click-to-Open Rate (CTOR)
Digital Mktg
Percentage of people who opened an email and then clicked a link
Cart Abandonment Rate
Digital Mktg
Percentage of users who add to cart but don't complete a purchase
Customer Journey
Digital Mktg
The complete experience a customer has with a brand from awareness to purchase
Canonical Tag
Digital Mktg
Tells search engines which version of a URL is the preferred version
Content Cluster
Digital Mktg
Group of related content pieces that link to a pillar page
Creative Fatigue
Digital Mktg
When an audience sees an ad so often it stops being effective
Content Strategy
Digital Mktg
The planning, development, and management of content
Case Study
Digital Mktg
A detailed account of work done for a client and the results achieved
Crisis Management
Digital Mktg
The process by which a business deals with a major event threatening to harm the organization
Color Palette
Digital Mktg
The range of colors used in a brand's design system
Customer Advocacy
Digital Mktg
When customers are so satisfied they actively promote the brand to others
Customer Satisfaction (CSAT)
Digital Mktg
A measure of how products and services meet or surpass customer expectations
Customer Effort Score (CES)
Digital Mktg
A metric used to measure the ease of an experience with a company
Customer Feedback
Digital Mktg
Information provided by customers about their experience
Closed-Loop Attribution
Retail Media
Linking ad spend directly to verified purchase data
Clean Room
Retail Media
Secure data matching environment without sharing PII
Click-to-Cart
Retail Media
Ad unit that adds a product to the shopping cart upon click
CPC (Retail Media)
Retail Media
Cost Per Click for retail media ads
Category Takeover
Retail Media
When a brand buys all ad placements for a specific category page
Child ASIN
Amazon
Identifier for a specific product variation (e.g. size or color)
Co-op Fees
Amazon
Marketing fees charged by Amazon to 1P vendors
Chargeback (Amazon)
Amazon
Financial penalties issued to vendors for operational errors
Curbside Pickup
Omnichannel
Order pickup without entering the store
Clienteling
Omnichannel
Using customer data to provide personalized service in-store
Conversion Rate (Retail)
Omnichannel
Percentage of store visitors who make a purchase
Category Captain
Omnichannel
A vendor who helps a retailer manage a specific product category
Co-op Advertising
Omnichannel
Shared advertising costs between a manufacturer and retailer
Cross-Merchandising
Omnichannel
Displaying related products from different categories together
CRM
Technology
Customer Relationship Management (e.g. Salesforce)
CDP
Technology
Customer Data Platform
Composable Commerce
Technology
Selecting best-of-breed independent components for a tech stack
CDN
Technology
Content Delivery Network: speeds up global site load times
CSS
Technology
Cascading Style Sheets: controls the visual styling of a website
Cloud Computing
Technology
Storing and accessing data and programs over the internet
Caching
Technology
Storing data temporarily for faster future access
Canonical URL
Technology
The preferred URL for a page that exists at multiple addresses
Cybersecurity
Technology
The practice of protecting systems and data from digital attacks
Cookies
Technology
Small data files stored by websites on a user's browser
Cross-Site Scripting (XSS)
Technology
A security vulnerability where attackers inject malicious scripts into web pages
Cross-Docking
Logistics
Moving goods from inbound to outbound transport with minimal storage
Cycle Counting
Logistics
Regularly auditing small subsets of inventory rather than a full count
Cold Chain
Logistics
A temperature-controlled supply chain for perishable goods
Container
Logistics
Large standardized metal boxes used for overseas cargo shipping
Customs Broker
Logistics
A licensed agent who facilitates clearing goods through customs
Carrier
Logistics
A company that transports goods professionally
Consignee
Logistics
The person or company to whom goods are addressed and delivered
Commercial Invoice
Logistics
A document used in international trade describing goods and their value
Certificate of Origin
Logistics
A document certifying the country in which goods were produced
Compliance (Logistics)
Logistics
Adhering to all legal and regulatory requirements for trade and shipping
Carbon Footprint
Logistics
Total greenhouse gas emissions from shipping and logistics activities
Carbon Offset
Logistics
Reducing emissions elsewhere to compensate for unavoidable shipping emissions
Cart Abandonment
Merch & UX
Items added to cart without the user completing a purchase
Cross-selling
Merch & UX
Suggesting complementary products to add to a purchase
Checkout Flow
Merch & UX
The sequence of steps a customer takes to complete a purchase
Conversion Rate Optimization (CRO)
Merch & UX
Increasing the percentage of site visitors who take a desired action
Card Sorting
Merch & UX
A UX technique for organizing website content and navigation
Contrast Ratio
Merch & UX
The difference in luminance between text and its background color
Computer Vision
Data & AI
AI for analyzing and interpreting visual data like images and video
Clustering
Data & AI
Grouping data points based on similarity
COGS
Finance
Cost of Goods Sold
Chargeback (Finance)
Finance
A payment reversal initiated by a customer through their bank
CCPA
Finance
California Consumer Privacy Act
Cash Flow
Finance
The net movement of money into and out of a business over time
Cash Accounting
Finance
Recording revenue and expenses only when cash is received or paid
Contribution Margin
Finance
Revenue remaining after variable costs are deducted
Credit Card
Finance
A card allowing consumers to make purchases on credit
Contactless Payment
Finance
A payment made by tapping a card or device on a reader
ChannelAdvisor
Platforms
A marketplace management and feed optimization platform
Contentful
Platforms
A flexible, API-first headless content management system
Contentstack
Platforms
An agile, enterprise headless CMS
Canned Response
CX & Support
Pre-written replies for common support questions
Chatbot
CX & Support
An AI program that handles automated customer conversations
Customer Lifetime Value
CX & Support
The total revenue expected from a single customer over their relationship with a brand
Churn (CX)
CX & Support
The percentage of customers who stop purchasing or cancel their subscription
Customer Experience (CX)
CX & Support
The overall perception a customer has of a brand across all touchpoints
Customer Effort Score (CES)
CX & Support
A metric measuring how easy it was for a customer to get their issue resolved
Customer Satisfaction (CSAT)
CX & Support
A direct rating of a specific customer interaction or experience
Call Center
CX & Support
A centralized facility for handling phone-based customer support
Contact Center
CX & Support
A hub for managing customer support across multiple channels
Circular Commerce
Trends
A model built around second-hand, refurbished, and resale products
Composable Commerce (Trend)
Trends
Building a best-of-breed tech stack using independent, interchangeable components
Cookieless Future
Trends
A shift to marketing and measurement without third-party tracking cookies
Cryptocurrency Payments
Trends
Accepting digital currencies like Bitcoin or Ethereum for purchases
Carbon-Neutral Shipping
Trends
Offsetting the carbon emissions from delivery to achieve net-zero impact
Context Window
Data & AI
The amount of text an AI model can consider at once when generating a response
Core Web Vitals
Digital Mktg
Google's metrics for page loading speed, interactivity, and visual stability
Citation Rate
Digital Mktg
How often a brand is used as a cited source in AI-generated answers
Commerce Media
Retail Media
Advertising powered by retailer and commerce purchase data across channels
Conversational Commerce
Trends
Buying and selling through chat, messaging, and voice interfaces
Conversational AI
CX & Support
AI that understands and responds to customers in natural language across channels
D
D2C / DTC
Executive
Direct-to-Consumer
Due Diligence
Executive
Investigation of a business prior to signing a contract
Digital Transformation
Executive
The integration of digital technology into all areas of a business
Drip Campaign
Digital Mktg
Automated series of scheduled emails
Domain Authority
Digital Mktg
A search engine ranking score that predicts website strength
Digital Circular
Retail Media
Digitized version of weekly store promotional ads
Display Ads
Retail Media
Visual banner ads appearing on retail sites
Data Monetization
Retail Media
The process of retailers selling ad space and data insights to brands
Direct Import
Amazon
When Amazon acts as the importer of record for a vendor's products
Department Store
Omnichannel
Large store with many distinct product categories (e.g. Macy's)
Dead Stock
Omnichannel
Inventory that hasn't sold and is unlikely to sell
Dumping
Omnichannel
Placing products in a bin or container for quick sale
DAM
Technology
Digital Asset Management system for images and videos
Digital Wallet
Technology
Mobile payment tools like Apple Pay or Google Pay
Database
Technology
A structured set of data held in a computer system
Decryption
Technology
Converting encrypted data back into its original readable form
DNS
Technology
Domain Name System: translates domain names to IP addresses
DDoS Attack
Technology
Distributed Denial of Service attack: overwhelming a server with traffic
Dropshipping
Logistics
A model where the supplier ships directly to the end customer
DDP
Logistics
Delivered Duty Paid: seller covers all costs including import duties
DDU
Logistics
Delivered Duty Unpaid: buyer is responsible for import duties
Dim Weight
Logistics
Dimensional Weight: shipping cost based on package size, not just mass
Distribution Center
Logistics
A hub for receiving and redistributing goods to retailers or consumers
Duty
Logistics
A tax levied on imports or exports by a government
Dynamic Pricing
Merch & UX
Real-time price changes based on demand, competition, or user behavior
Data Lake
Data & AI
A centralized repository for storing structured and unstructured data at scale
Data Warehouse
Data & AI
A system designed for data analysis, reporting, and business intelligence
Dashboard
Data & AI
A visual display of key metrics and KPIs
Deep Learning
Data & AI
A subset of machine learning using multi-layered artificial neural networks
Data Mining
Data & AI
The process of discovering patterns and insights in large datasets
Descriptive Analytics
Data & AI
Analyzing historical data to summarize what has happened
Diagnostic Analytics
Data & AI
Analyzing data to understand why something happened
Data Governance
Data & AI
The management of data availability, usability, integrity, and security
Data Silo
Data & AI
A collection of data accessible to one department but not others
Data Visualization
Data & AI
Presenting data through charts, graphs, and other visual formats
Data Scientist
Data & AI
A professional who uses scientific methods to extract insights from data
Data Engineer
Data & AI
A professional who builds and maintains data pipelines and infrastructure
Data Analyst
Data & AI
A professional who interprets data to help organizations make decisions
Data Quality
Data & AI
A measure of data accuracy, completeness, and reliability
Data Integration
Data & AI
Combining data from multiple sources into a unified view
Data Privacy
Data & AI
The principle that individuals should control how their personal data is used
Data Security
Data & AI
The practice of protecting data from unauthorized access or corruption
Data Breach
Data & AI
The unauthorized access or disclosure of sensitive or confidential data
Depreciation
Finance
The gradual reduction in value of a tangible asset over time
Direct Cost
Finance
A cost directly tied to producing a specific product
Debit Card
Finance
A card that draws directly from a consumer's bank account
Direct-to-Consumer (D2C) 2.0
Trends
A matured DTC model focused on sustainable profitability over growth
Dark Store
Trends
A retail facility converted for exclusive use as an online fulfillment center
Dynamic Bundling
Trends
Automatically creating product bundles in real-time based on user behavior
Digital Shelf
Retail Media
The online space where products are discovered, researched, and purchased
De Minimis
Logistics
A value threshold below which imported goods can enter a country duty-free
DSA
Finance
Digital Services Act: EU rules governing online platforms and marketplaces
E
EBITDA
Executive
Earnings Before Interest, Taxes, Depreciation and Amortization
Exit Strategy
Executive
A founder's plan to sell their company or go public
ESP
Digital Mktg
Email Service Provider (e.g. Klaviyo, Mailchimp)
Email Open Rate
Digital Mktg
Percentage of emails opened by recipients
Engagement Rate
Digital Mktg
Interaction levels on social content (likes, comments, shares)
Evergreen Content
Digital Mktg
Content that remains relevant over time
E-book
Digital Mktg
A digital book used as a lead magnet or resource
Endemic Ads
Retail Media
Ads for products sold by that retailer
EBC
Amazon
Enhanced Brand Content (previous name for A+ Content)
Endless Aisle
Omnichannel
Ordering out-of-stock items in-store for home delivery
Endcap
Omnichannel
Product display at the end of a store aisle
Exchange
Omnichannel
Returning an item and receiving a different item in its place
ERP
Technology
Enterprise Resource Planning (e.g. NetSuite)
Encryption
Technology
Converting data into a code to prevent unauthorized access
Embargo
Logistics
An official ban on trade or commercial activity with a specific country
Empathy Map
Merch & UX
A tool for understanding user needs, motivations, and pain points
ETL
Data & AI
Extract, Transform, Load: a data integration process
Explainable AI (XAI)
Data & AI
AI systems designed to clearly explain how they reach their decisions
Escrow
Finance
Funds held by a neutral third party until conditions of a transaction are met
Escalation Path
CX & Support
The defined chain of command for handling difficult or complex support issues
Embedding
Data & AI
A numerical representation of text or images used by AI models to measure similarity
E-E-A-T
Digital Mktg
Experience, Expertise, Authoritativeness, and Trustworthiness: Google's content quality framework
Entity SEO
Digital Mktg
Optimizing around clearly defined entities so search and AI engines recognize a brand
Edge Computing
Technology
Processing data closer to the user to reduce latency
Embedded Finance
Finance
Integrating financial services like payments or lending directly into a commerce experience
F
First-Click
Digital Mktg
Attribution model giving credit to the first touchpoint
First-Party Data
Digital Mktg
Data a brand collects directly from its own audience
Focus Groups
Digital Mktg
A group assembled to participate in guided discussion about a product or service
First-Party Data (Retail)
Retail Media
Retailer-owned customer data used for ad targeting
FBA
Amazon
Fulfillment by Amazon
FBM
Amazon
Fulfillment by Merchant
FNSKU
Amazon
Fulfillment Network Stock Keeping Unit: FBA-specific barcode
Foot Traffic
Omnichannel
The number of people entering a physical retail store
Flash Sale
Omnichannel
A brief, high-discount promotional event
Flagship Store
Omnichannel
A brand's primary or most prominent retail location
Facing
Omnichannel
Pulling products to the front of a shelf for visibility
Front-End
Technology
The customer-facing part of a website or application
FTP
Technology
File Transfer Protocol
Framework
Technology
A foundational structure underlying a software system
Firewall
Technology
A security system that blocks unauthorized network access
First Mile
Logistics
The shipment from manufacturer or supplier to warehouse
Fulfillment
Logistics
The complete process of picking, packing, and shipping orders
FTL
Logistics
Full Truckload
Fulfillment Center
Logistics
A warehouse specialized for receiving, processing, and shipping eCommerce orders
Freight
Logistics
Goods transported in bulk by truck, train, ship, or plane
Free Trade Zone (FTZ)
Logistics
An area where goods can be imported, handled, and re-exported without full customs intervention
Facets
Merch & UX
Filters on a PLP (e.g. size, color, price, brand)
Filter
Merch & UX
A tool allowing users to narrow down products by specific attributes
Fiscal Year
Finance
A 12-month period used for financial planning and reporting
Fixed Cost
Finance
Business expenses that remain constant regardless of sales volume
Financial Forecasting
Finance
Estimating future financial performance based on historical data and trends
Facebook Ads (Meta)
Platforms
Social media advertising platform across Facebook and Instagram
Feedonomics
Platforms
A product data feed optimization platform
FRT
CX & Support
First Response Time: how quickly a support team responds to a new request
Feedback Loop
CX & Support
A systematic process for using customer input to drive improvements
Fine-Tuning
Data & AI
Further training a pre-trained AI model on a specific dataset for a specialized task
Foundation Model
Data & AI
A large AI model trained on broad data that can be adapted to many downstream tasks
Featured Snippet
Digital Mktg
A highlighted answer box shown at the top of Google search results
G
Gross Margin
Executive
Revenue minus Cost of Goods Sold
GEO
Digital Mktg
Generative Engine Optimization: Optimizing content for AI search engines
Gated Content
Digital Mktg
Content accessible only after a user provides their information
Guest Posting
Digital Mktg
Writing content for another company's website
Gating
Amazon
Category restrictions requiring seller approval
Geofencing
Omnichannel
Location-based marketing triggered when a user enters a defined perimeter
Gondola
Omnichannel
A double-sided freestanding retail shelf unit
Gift Card
Omnichannel
A prepaid card used to purchase goods from a specific retailer
Green Logistics
Logistics
Environmentally responsible logistics and supply chain practices
Guest Checkout
Merch & UX
Completing a purchase without creating a site account
Grid View
Merch & UX
A PLP layout displaying products in a multi-column grid
Generative AI
Data & AI
AI that creates new content such as text, images, and video
Gross Margin (Finance)
Finance
Revenue minus Cost of Goods Sold, expressed as a percentage
GDPR
Finance
General Data Protection Regulation: EU data privacy law
General Ledger
Finance
The master financial record of all transactions in a business
Gorgias
Platforms
A customer service helpdesk built specifically for eCommerce
Google Analytics 4 (GA4)
Platforms
Google's current web analytics and measurement platform
Google Shopping
Platforms
A comparison shopping and product listing service by Google
Global-e
Platforms
An end-to-end cross-border eCommerce solution
GEO (Trend)
Trends
Generative Engine Optimization: optimizing content for AI-powered search
Greenwashing
Trends
Making misleading claims about a product's environmental benefits
Green Hushing
Trends
Deliberately under-reporting sustainability efforts to avoid scrutiny or accusations
GraphQL
Technology
A query language for APIs that lets clients request exactly the data they need
I
IPO
Executive
Initial Public Offering
Influencer Marketing
Digital Mktg
Partnering with creators to promote products
Influencer Whitelisting
Digital Mktg
Running paid ads through an influencer's social media handle
Inbound Marketing
Digital Mktg
Attracting customers through relevant and helpful content
Infographic
Digital Mktg
A visual representation of information or data
iROAS
Retail Media
Incremental Return on Ad Spend
In-Store Retail Media
Retail Media
Digital signage and audio ads in physical retail stores
Incrementality
Retail Media
Measuring sales that wouldn't have occurred without advertising
IPI
Amazon
Inventory Performance Index
Impulse Purchase
Omnichannel
An unplanned buying decision made in the moment
Integration
Technology
Connecting different software systems to work together
IP Address
Technology
A unique numerical label identifying each device on the internet
Inventory Turnover
Logistics
How many times inventory is sold and replaced over a given period
Intermodal
Logistics
Using multiple modes of transport (e.g. ship + truck) in a single shipment
Incoterms
Logistics
International Commercial Terms defining responsibilities in trade contracts
Information Architecture
Merch & UX
The structure and organization of a website's content
Image Zoom
Merch & UX
A feature allowing users to examine product images up close
Infinite Scroll
Merch & UX
A technique that loads more products as the user scrolls down
Internal Controls
Finance
Processes that ensure the integrity and accuracy of financial reporting
Indirect Cost
Finance
Overhead costs not directly tied to a specific product or service
Invoicing
Finance
Sending a formal document requesting payment for goods or services
Issuing Bank
Finance
The bank that issues a credit or debit card to a consumer
Instacart
Platforms
A grocery delivery and same-day pickup service
IVR
CX & Support
Interactive Voice Response: automated phone system that routes calls
Instant Delivery
Trends
Same-day or sub-hour delivery (15 to 60 minutes)
Interchange Fee
Finance
The fee paid to a card-issuing bank for processing a card transaction
L
LTV (CLV)
Executive
Lifetime Value: Total revenue expected from a single customer
Last-Click
Digital Mktg
Attribution model giving credit to the final touchpoint
Linear Attribution
Digital Mktg
Giving equal credit to all touchpoints in a customer journey
Lookalike Audience
Digital Mktg
Targeting people similar to existing customers
Landing Page
Digital Mktg
A specific page designed for a marketing campaign
Lead Magnet
Digital Mktg
Incentive offered in exchange for contact info
Lead Scoring
Digital Mktg
Ranking leads based on their likelihood to convert
Lookback Window
Digital Mktg
The period after an ad click during which a sale is attributed to it
Logo
Digital Mktg
A symbol or design adopted by an organization to identify its products
Lower Funnel
Retail Media
Ads targeted at the point of purchase decision
LTSF
Amazon
Long-Term Storage Fees
Lightning Deal
Amazon
Short-term, time-bound promotion on Amazon
Loss Leader
Omnichannel
Product sold at a loss to attract customers into a store
Loyalty Card
Omnichannel
A card retailers use to track purchases and provide rewards
Layaway
Omnichannel
A system of paying for an item in installments before taking possession
Liquid
Technology
Shopify's open-source template language for theme development
Latency
Technology
The delay between a request and a response in data transfer
Load Balancing
Technology
Distributing traffic across multiple servers for performance
Lazy Loading
Technology
Loading images or content only when they appear in the viewport
Library
Technology
A reusable collection of code resources used by programs
Local Storage
Technology
Browser-side storage with no expiration date
Last Mile
Logistics
The final leg of delivery from a hub to the customer's door
Landed Cost
Logistics
Total cost of a product including shipping, duties, and handling
LTL
Logistics
Less Than Truckload: shipping that doesn't fill a full truck
Lead Time
Logistics
Time between placing an order and receiving delivery
Lazy Loading
Merch & UX
Delaying the loading of images until the user scrolls to them
List View
Merch & UX
A PLP layout displaying products in a single-column list
Landing Page Optimization (LPO)
Merch & UX
The process of improving a landing page to increase conversions
Large Language Model (LLM)
Data & AI
An AI model trained on vast text data to generate and understand language
Live Chat
CX & Support
Real-time messaging between a customer and a support agent
Loyalty Program
CX & Support
An incentive program rewarding customers for repeat purchases
Livestream Shopping
Trends
Real-time video commerce where hosts demonstrate and sell products live
Last-Mile Robotics
Trends
Using drones and autonomous robots for final delivery
llms.txt
Digital Mktg
A file that tells AI crawlers how to access and use a site's content
M
MOQ
Executive
Minimum Order Quantity
MSRP
Executive
Manufacturer's Suggested Retail Price
MAP
Executive
Minimum Advertised Price
Merger
Executive
The combination of two companies into one
Market Penetration
Executive
The successful selling of a product or service in a specific market
Market Share
Executive
The portion of a market controlled by a particular company or product
Meta Description
Digital Mktg
Snippet of text describing a page's content in search results
Mass Marketing
Digital Mktg
Advertising focused on the widest possible audience
Media Kit
Digital Mktg
A package of information assembled to provide to reporters and publishers
Mood Board
Digital Mktg
An arrangement of images and text intended to evoke a particular style or concept
MAP Violation
Amazon
When a seller lists a product below the minimum advertised price
mPOS
Omnichannel
Mobile Point of Sale system (tablets or smartphones)
Markdown
Omnichannel
A reduction in the original selling price
Markup
Omnichannel
The difference between cost and selling price
MACH
Technology
Microservices, API-first, Cloud-native, Headless architecture
Middleware
Technology
Software that connects two otherwise separate applications
Microservices
Technology
Breaking applications into small, independent services
Migration
Technology
The process of moving from one platform or system to another
Minification
Technology
Removing unnecessary characters from code to improve site speed
Malware
Technology
Software specifically designed to disrupt or gain unauthorized access to systems
Manifest
Logistics
A document listing the cargo, passengers, and crew of a vessel
Mobile-First
Merch & UX
Designing for mobile screens before desktop screens
Microcopy
Merch & UX
Small bits of interface text like button labels, tooltips, and form hints
Multivariate Testing (MVT)
Merch & UX
Testing multiple page variables simultaneously to optimize performance
Machine Learning
Data & AI
AI systems that improve automatically through experience and data
Model Training
Data & AI
Teaching an AI model to make predictions by exposing it to data
Model Deployment
Data & AI
Making a trained AI model available for use in production
Model Monitoring
Data & AI
Ongoing tracking of an AI model's accuracy and performance
Merchant Account
Finance
A bank account enabling businesses to accept credit and debit card payments
Mobile Payment
Finance
A payment made using a smartphone or wearable device
Magento
Platforms
An open-source eCommerce platform owned by Adobe
Microsoft Dynamics 365
Platforms
ERP and CRM business software from Microsoft
Micro-Fulfillment
Trends
Compact, automated fulfillment systems located close to end customers
Multimodal AI
Data & AI
AI that can process and generate multiple data types such as text, image, and audio
P
P&L
Executive
Profit and Loss: Financial statement summarizing revenues and expenses
Private Label
Executive
Products manufactured by one company for sale under another company's brand
Profit Margin
Executive
The amount by which revenue from sales exceeds costs
PPC
Digital Mktg
Pay-Per-Click advertising
Programmatic
Digital Mktg
Automated buying and selling of digital ads
Pillar Page
Digital Mktg
Comprehensive guide on a topic that links to related sub-topics
Podcast Marketing
Digital Mktg
Using podcasts to reach and engage a target audience
Press Release
Digital Mktg
An official statement issued to media giving information on a particular matter
Public Relations (PR)
Digital Mktg
The professional maintenance of a favorable public image by a company
Point of Sale (Retail Media)
Retail Media
Ads shown during the digital or physical checkout process
Project Zero
Amazon
Amazon's counterfeit removal and brand protection tool
Parent ASIN
Amazon
The main identifier for a product with multiple variations
PPC (Amazon)
Amazon
Sponsored Products, Brands, and Display advertising on Amazon
POS
Omnichannel
Point of Sale: System used for in-person transactions
Planogram
Omnichannel
Visual map of how products should be placed on shelves
Pop-up Shop
Omnichannel
Temporary physical retail space
Phygital
Omnichannel
The blending of physical and digital retail experiences
Private Label (Retail)
Omnichannel
Store-owned brands (e.g. Kirkland Signature at Costco)
Point of Purchase (POP)
Omnichannel
The area where a buying decision is made and the transaction occurs
Point of Sale (POS) Marketing
Omnichannel
Marketing aimed at customers during the checkout process
Price Matching
Omnichannel
A policy of matching a competitor's lower price
Price Adjustment
Omnichannel
A refund of the difference between an original and a lower sale price
PIM
Technology
Product Information Management system
PCI Compliance
Technology
Security standards required for processing credit card data
PWA
Technology
Progressive Web App
Payment Gateway
Technology
Technology that authorizes credit card payments online
Phishing
Technology
Fraudulent attempts to steal personal information via fake communications
Pick and Pack
Logistics
Selecting specific items and packaging them for shipment
Parcel
Logistics
A small package for standard delivery
Packing Slip
Logistics
A document listing all items included in a shipment
PDP
Merch & UX
Product Detail Page
PLP
Merch & UX
Product Listing Page
Personalization
Merch & UX
Tailoring site content and recommendations to the individual user
Product Recommendation
Merch & UX
AI-driven suggestions for products a user might like
Pagination
Merch & UX
Dividing a product list or content into numbered pages
Personalization Engine
Merch & UX
A system using data to deliver individualized experiences to each user
Predictive Modeling
Data & AI
Using historical data to predict future outcomes
Predictive Analytics
Data & AI
Using historical data and statistical models to forecast future events
Prescriptive Analytics
Data & AI
Recommending specific actions based on predictive analysis
Prompt Engineering
Data & AI
The process of crafting effective inputs to get desired outputs from AI models
Profit Margin (Finance)
Finance
The percentage of revenue remaining after expenses are deducted
Profitability Analysis
Finance
Evaluating the profitability of a business, product, or channel
Payment Processing
Finance
The system for accepting and processing customer payments
Payment Gateway (Finance)
Finance
The technology that securely authorizes credit card transactions
PayPal
Platforms
A global online payment system
Pinterest Ads
Platforms
Visual discovery and shopping advertising platform
Postscript
Platforms
An SMS marketing platform built for Shopify
Proactive Support
CX & Support
Reaching out to customers before they encounter a problem
Personalized Pricing
Trends
Adjusting prices for individual users based on behavior, location, or history
Programmatic SEO
Digital Mktg
Generating large numbers of optimized pages from a template and structured data
Payment Orchestration
Finance
Routing transactions across multiple payment providers to optimize approval rates and cost
R
ROI
Executive
Return on Investment
Runway
Executive
How long a company can survive if income and expenses remain constant
ROAS
Digital Mktg
Return on Ad Spend
Remarketing
Digital Mktg
Ads shown to previous site visitors
Retargeting Pixel
Digital Mktg
Code that tracks visitors to enable follow-up ads
RMN
Retail Media
Retail Media Network (e.g. Walmart Connect, Roundel)
Retail Media Managed Service
Retail Media
When the retailer manages the ad campaign on behalf of the brand
Retailer Search
Retail Media
Ads triggered by search queries on retail sites
ROPO
Retail Media
Research Online, Purchase Offline
Retailer-Owned & Operated (O&O)
Retail Media
Sites and apps owned and operated by the retailer
Return on Ad Spend (Retail Media)
Retail Media
Total sales divided by retail media spend
Retail Readiness
Amazon
Ensuring a listing is optimized for conversion before running ads
ROPIS
Omnichannel
Reserve Online, Pick Up In-Store
RFID
Omnichannel
Radio Frequency Identification used for tracking inventory
Retail Arbitrage
Omnichannel
Buying items at retail prices to resell for profit
Retail Experience
Omnichannel
The overall feeling a customer has while shopping in a store
Rain Check
Omnichannel
A guarantee that a customer can purchase an out-of-stock item at a sale price later
Return Policy
Omnichannel
The rules a retailer has for accepting returns or exchanges
Restocking Fee
Omnichannel
A fee charged by a retailer for returning an item
Refund
Omnichannel
The return of money to a customer who is dissatisfied with a purchase
Responsive Design
Technology
Website layout that adjusts to any screen size
React
Technology
JavaScript library for building user interfaces
Ransomware
Technology
Malware that locks systems and demands payment for access
Reverse Logistics
Logistics
The process of managing product returns and exchanges
Risk Management
Logistics
Identifying and minimizing the impact of supply chain disruptions
Redirect
Merch & UX
Automatically sending a user to a different URL
Recommendation Engine
Data & AI
An AI system for predicting what products or content a customer wants
RFM Analysis
Data & AI
Customer segmentation based on Recency, Frequency, and Monetary value
Real-Time Data
Data & AI
Data that is processed and delivered immediately after collection
Regression
Data & AI
A statistical method for determining relationships between variables
Reinforcement Learning
Data & AI
A type of ML where an agent learns by taking actions and receiving rewards
Reconciliation
Finance
Comparing two sets of financial records to ensure they agree
Recurring Revenue
Finance
Revenue generated on a predictable, ongoing basis
Revenue Recognition
Finance
The accounting principle for determining when revenue is recorded
Recharge
Platforms
A subscription billing and management platform for eCommerce
Resolution Time
CX & Support
The total time taken to fully resolve a customer issue
Retention
CX & Support
The ability to keep customers purchasing over time
Referral Program
CX & Support
An incentive for existing customers to refer new buyers
Retail-as-a-Service (RaaS)
Trends
Physical retail infrastructure offered as an outsourced service to brands
Regenerative Retail
Trends
Going beyond sustainability to actively restore environmental and social systems
RAG
Data & AI
Retrieval-Augmented Generation: AI that retrieves external data to ground its responses
ReCommerce
Trends
The buying and selling of pre-owned, refurbished, or resale goods
Reshoring
Logistics
Returning manufacturing or sourcing to a company's home country
Rule of 40
Executive
A benchmark where a company's growth rate plus profit margin should exceed 40 percent
S
SLA
Executive
Service Level Agreement
SAM
Executive
Serviceable Addressable Market
SOM
Executive
Serviceable Obtainable Market
Scale
Executive
The ability to grow revenue faster than expenses
Synergy
Executive
The concept that two companies combined are worth more than their individual parts
Series A
Executive
The first round of venture capital funding
Series B
Executive
The second round of venture capital funding
Series C
Executive
The third round of venture capital funding
Seed Funding
Executive
The very first investment in a startup
Stakeholder
Executive
A person with an interest or concern in a business
Shareholder
Executive
An owner of shares in a company
Strategic Planning
Executive
An organization's process of defining its strategy or direction
SEO
Digital Mktg
Search Engine Optimization: Improving organic search rankings
SEM
Digital Mktg
Search Engine Marketing: Paid search efforts
SERP
Digital Mktg
Search Engine Results Page
SMS Marketing
Digital Mktg
Marketing via text message
Social Commerce
Digital Mktg
Shopping directly within social media apps
Style Guide
Digital Mktg
A set of standards for the writing and design of documents
Surveys
Digital Mktg
A method of gathering information from a sample of people
Share of Voice (SOV)
Retail Media
Percentage of ad space a brand occupies within a category
Sponsored Products
Retail Media
Keyword-targeted search ads on retail platforms
Self-Service Platform
Retail Media
Brands managing their own campaigns via the RMN dashboard
Shopper Marketing
Retail Media
Marketing specifically designed to drive behavior in the shopping environment
Seller Central
Amazon
Dashboard for third-party (3P) Amazon sellers
SFP
Amazon
Seller Fulfilled Prime
Stranded Inventory
Amazon
Inventory in Amazon's warehouse without an active listing
Subscribe & Save
Amazon
Amazon's recurring delivery and discount program
Small and Light
Amazon
Amazon's fulfillment program for small, lightweight items
Shortage Claim
Amazon
Dispute when Amazon claims they received less stock than was invoiced
Ship-from-Store
Omnichannel
Fulfilling online orders using retail store inventory
Showrooming
Omnichannel
Viewing products in-store and then buying online
Stockout
Omnichannel
When an item is out of stock (OOS)
Safety Stock
Omnichannel
Extra inventory held to prevent stockouts
Shrinkage
Omnichannel
Loss of inventory due to theft, damage, or administrative error
SKU
Omnichannel
Stock Keeping Unit
Scan & Go
Omnichannel
Mobile technology allowing customers to scan and pay via phone in-store
Sell-Through Rate
Omnichannel
Percentage of inventory sold vs. received
Shelf Edge Labels (SELs)
Omnichannel
Labels on the edge of a shelf providing product information and pricing
Scent Marketing
Omnichannel
Using fragrance strategically to enhance the shopping experience
Store Layout
Omnichannel
The physical arrangement of fixtures and merchandise in a store
Store Credit
Omnichannel
Credit issued to a customer instead of a cash refund
SaaS
Technology
Software as a Service (e.g. Shopify, BigCommerce)
SSL
Technology
Secure Sockets Layer: a security protocol for encrypted connections
SDK
Technology
Software Development Kit
Sandboxing
Technology
Testing code in an isolated environment before production
Server
Technology
A computer or program that manages access to a centralized resource
Script
Technology
An executable program containing a set of instructions
Session Storage
Technology
Browser-side storage that clears when the session ends
SQL Injection
Technology
An attack that interferes with a site's database queries
Safety Lead Time
Logistics
A buffer added to lead time to protect against delays
Shipper
Logistics
A person or company that sends goods for transport
Sustainability
Logistics
Operating logistics in a way that doesn't deplete resources for the future
Social Proof
Merch & UX
Reviews, ratings, and testimonials that build buyer confidence
Search Bar
Merch & UX
An input field for performing site-wide product or content searches
Sorting
Merch & UX
Changing the order products appear on a listing page
Shipping Calculator
Merch & UX
A tool to estimate delivery costs before checkout
Search Suggestion
Merch & UX
Auto-complete options displayed as the user types in the search bar
Screen Reader
Merch & UX
Software that reads screen content aloud for visually impaired users
Structured Data
Data & AI
Data organized in a predefined format, easily searchable in databases
Supervised Learning
Data & AI
ML training on a labeled dataset with known inputs and outputs
Sales Tax Nexus
Finance
A connection to a state that requires a business to collect sales tax there
Subscription Billing
Finance
A recurring billing model where customers are charged on a set schedule
Shopify
Platforms
The leading SaaS eCommerce platform for DTC brands
Shopify Plus
Platforms
The enterprise-tier version of Shopify
Salesforce Commerce Cloud
Platforms
An enterprise-grade eCommerce platform from Salesforce
ShipStation
Platforms
A multi-carrier shipping software platform for eCommerce
Stripe
Platforms
Internet payment processing infrastructure
Salsify
Platforms
A product experience management (PXM) platform
Smile.io
Platforms
A loyalty and rewards program platform
SAP Commerce Cloud
Platforms
An enterprise-level commerce platform from SAP
Sentiment Analysis
CX & Support
AI that detects the emotional tone in customer messages or reviews
Self-Service
CX & Support
Enabling customers to resolve issues independently without agent assistance
Soft Skills
CX & Support
Interpersonal abilities like empathy, active listening, and patience
Sustainable Logistics
Trends
Shipping and supply chain practices designed to minimize environmental impact
Subscription Commerce
Trends
Revenue models built on recurring product or service subscriptions
Semantic Search
Data & AI
Search that interprets intent and meaning rather than matching exact keywords
Synthetic Data
Data & AI
Artificially generated data used to train or test AI models
Schema Markup
Digital Mktg
Structured data added to a page to help search and AI engines understand its content
Share of Model
Digital Mktg
How often an AI model mentions a brand relative to competitors for a set of prompts
Sponsored Brands
Retail Media
Banner-style search ads featuring a brand logo and multiple products
Share of Search
Retail Media
A brand's share of total category search queries, used as a demand signal
Shoppable Video
Trends
Video content with embedded, clickable product purchase options
Server-Side Rendering (SSR)
Technology
Generating page HTML on the server so content is present in the initial response
Static Site Generation (SSG)
Technology
Pre-building pages into static HTML at deploy time for speed and crawlability
Section 321
Logistics
A US customs provision allowing low-value shipments to enter duty-free
T
TAM
Executive
Total Addressable Market
Thought Leadership
Executive
The expression of ideas that demonstrate expertise in a particular field
Third-Party Data
Digital Mktg
Data collected by an entity without a direct relationship with the user
TikTok Shop
Digital Mktg
eCommerce ecosystem within the TikTok app
Testimonial
Digital Mktg
A statement from a customer attesting to a brand's quality
Tagline
Digital Mktg
A catchphrase or slogan associated with a brand
TACoS
Amazon
Total Advertising Cost of Sales
Turnover Rate
Omnichannel
How often inventory is sold and replaced over a period
Traffic Flow
Omnichannel
The path customers naturally take as they move through a store
Tokenization
Technology
Replacing sensitive data with a secure unique identifier
Two-Factor Authentication (2FA)
Technology
Security requiring two forms of identity verification
TEU
Logistics
Twenty-foot Equivalent Unit: the standard container measurement
Tariff
Logistics
A tax on a specific class of imports or exports
Typography
Merch & UX
The style, arrangement, and appearance of text on a page
Tree Testing
Merch & UX
A technique for evaluating the navigational hierarchy of a website
Taxation
Finance
The process by which governments collect revenue from businesses
Target Plus
Platforms
Target's invite-only third-party marketplace
TikTok Ads
Platforms
Video-first social advertising platform
Ticket Deflection
CX & Support
Using self-service resources to prevent customers from needing agent support
Ticket
CX & Support
A single record tracking a customer's support request from open to resolved
Technical Support
CX & Support
Assisting customers with hardware, software, or product-related issues
Topical Authority
Digital Mktg
A site's perceived depth of expertise on a subject across many related pages
V
Venture Capital
Executive
Private equity financing for high-growth companies
Valuation
Executive
The process of determining the current worth of an asset or company
Vesting
Executive
The process by which an employee earns the right to receive full benefits from an asset
Value Proposition
Executive
An innovation, service, or feature intended to make a company or product attractive to customers
Viral Marketing
Digital Mktg
Content designed to be shared rapidly across social networks
View-Through Conversion
Digital Mktg
A sale that occurs after a user sees (but doesn't click) an ad
Video Marketing
Digital Mktg
Using video to promote and market a product or service
Voice of the Customer (VoC)
Digital Mktg
The process of capturing customer expectations, preferences, and feedback
Vendor Central
Amazon
Dashboard for first-party (1P) Amazon wholesalers
Vine Program
Amazon
Amazon's review generation program for new products
Visual Merchandising
Omnichannel
The practice of creating window displays and in-store product displays
VPN
Technology
Virtual Private Network
Visual Hierarchy
Merch & UX
Arranging design elements to guide the user's eye to what matters most
VAT
Finance
Value Added Tax: a consumption tax added at each stage of production
Variable Cost
Finance
Business expenses that increase or decrease with sales volume
Variance Analysis
Finance
Comparing actual financial results to planned or budgeted figures
Visual Search
Trends
Using an image (instead of text) to search for products online
Voice Commerce
Trends
Shopping via smart speakers or voice assistants like Alexa
Vector Database
Data & AI
A database that stores data as numerical embeddings for similarity search