Category Management for E-Commerce 1.0

During the workshop you will

  • To apply Category Management concepts into the online channel and how it differs from offline​
  • To benefit from trade partnerships to develop categories online​
  • To use each step of the 5D E-Commerce Category Management approach​
  • Learn metrics to measure along shopper journey to win in the online channel​

The workshop was great. Personally I made tons of comments and notes. I hope to implement that data to our brand new e-shop. Thank you very much again.

Average rating 4,6/5
96% recommendation rate for this program around the world
Hundreds of FMCG professionals trained


Category Managers online and offline, buyers, KAMs, Trade Marketing, Brand Managers, Consumer/ Shopper insight managers​


Beginners to intermediate (no prior CatMan experience required)


April 11-12, 2024 – Online, Multimarket, English


Day 1

  • Introduction
  • E-commerce latest developments
    E-commerce trends​
    E-commerce challenges​
    Market overview
  • Category Management Overview
    Online vs offline
  • Category Management for E-commerce: 
    5D Process
  • Step 1: Define
    Category potential​
    Select partners and align objectives​
    Category definitions as solutions for the shoppers​
    Shopper missions and category roles​

Day 2

  • Day 1 Review
  • Step 2: Discover
    Shopper targeting​
    Shopper insights
    Journey map (awareness, consideration, conversion, engagement): metrics to use identify room for improvement
    Business performance​
  • Step 3: Design
    Strategies aligned to shopper journey​
    Tactics (assortment, placement, price, promotion)
    Content management​
  • Step 4: Develop
    Tactics alignment and activation plan​
    Scorecard for E-commerce​
  • Step 5: Deliver
    Scorecard measurement​
    Plan review​

Fees & Discounts

Early bird discount if registration is formalized at least one month before the workshop takes place. Group discounts apply for 2 and more participants from the same company or a participant attending more than one workshop. Comprehensive course materials, case studies and individual certificates are included.

For more information

Aiste Kuke | | (+370) 681 63034 /LT, ENG, RU/