Digital Ecommerce interview prep.

Behavioural questions to expect

1. Walk me through your CV.
2. Tell me about a project where you owned a digital + commercial outcome - online AOV, full-price sell-through, top-client digital share, omnichannel handoff.
3. Tell me about a weakness, a failure, or feedback you have worked on.
4. Why luxury digital ecommerce - vs mass DTC, premium CPG, fashion fast-luxury, or platform PM?
5. Why this category - hard luxury (watches, jewellery) vs soft luxury (leather, RTW) vs selective beauty?
6. Why the firm?
7. Walk me through the firm's digital flagship, online clienteling, and omnichannel in your own words.
8. How does the digital-ecommerce function actually create value at a luxury maison - given that DOS is sacred and discounting is forbidden?

Technical concepts to master

• Digital flagship + presentation + selective merchandising

  Digital flagship as boutique extension · Code surfacing online · Selective merchandising + pyramid online · Editorial + métier storytelling online · Allocation + waiting-list signalling online

• Online clienteling + omnichannel + SA tooling

  SA digital book + omnichannel order visibility · Save-the-cart + send-a-look · By-appointment digital salon + video consult · Click-to-DOS + ship-from-store + return-anywhere · Top-client digital programme + private experiences

• Commercial discipline + pricing + allocation online

  Full-price discipline online · Price + currency harmonisation online · Allocation + drop logic online · Marketplace + wholesale stance online · Returns + restocking + presentation economics

• Selective acquisition + lifecycle + earned engine

  Organic + editorial + earned engine · Selective paid + brand-search defence · Capsule + cultural moments + ambassador · Lifecycle as relationship + storytelling · Sampling + entry experience (where category permits)

Practical drills

• the firm reports the following online metrics. Last quarter: online AOV $1,800, full-price sell-through 88%, online channel share of revenue 18%, top-client digital share 22%. This quarter: online AOV $1,580, full-price sell-through 78%, online channel share 19%, top-client digital share 20%. Tier mix: icons + haute share of orders dropped from 22% to 17%; entry small-leather share rose from 28% to 34%. Walk me through the diagnosis - and the first three moves. NO discount lever.
• You arrive as the new digital ecommerce lead at a 100-year-old maison. The .com converts well by industry benchmarks but feels indistinguishable from a premium-DTC site - homepage runs best-seller + recommended-for-you carousels, abandoned-cart emails offer 10% off, retargeting runs hot on the major social platforms, icons sit below entry product in category nav, save-the-cart is not in production. Walk me through a 90-day teardown + rebuild plan focused on code + clienteling - without crashing CVR or revenue.
• Top-client digital share is 18% and you have a 12-month target of 30%. The SA team is wary - they feel .com competes with them, save-the-cart is not in production, by-appointment digital salons are not offered, click-to-DOS is broken. There are ~600 SAs across ~80 DOS globally. Walk me through your programme + the year-1 forecast.

Smart-question anchors

• Digital flagship + code stewardship - presentation, editorial, métier surfacing, recent redesign or upcoming brief
• Online clienteling + SA tooling - save-the-cart, video consult, by-appointment, SA-attribution + incentive design
• Omnichannel handoff - click-to-DOS, ship-from-store, return-anywhere, in-store iPad continuity
• Commercial discipline online - full-price sell-through, allocation logic, currency + geographic harmonisation, marketplace stance
• Selective acquisition + earned engine - organic + editorial + ambassador + capsule cadence, under-35 strategy

Sourced from

Bain & Altagamma Luxury Goods Worldwide Market Study - digital channel + online luxury sizing · Business of Fashion + McKinsey - State of Fashion digital + omnichannel luxury reports · Vogue Business + WWD - luxury digital + DTC analyst commentary · Kapferer + Bastien - The Luxury Strategy (anti-laws of marketing applied to digital) · Luxury digital + e-commerce interview prep guides (BoF Education, INSEAD + ESCP + SDA Bocconi luxury programme materials, practitioner Substacks)