Course 4 is all about 'execution' - getting things done. Our first week shows you how to harness influencer marketing to drive revenue - as well as using the principles of persuasion to convince your shoppers to buy.

How do we win the hearts and minds of our target shoppers? Through persuasion. Influencer marketing is one of the most persuasive tools in our toolbox. Let's find out how to use it and how to choose influencers.

One of the best things any eCommerce website owner can do is study how to persuade. Choosing the right words and the right images are all part of the rules of persuasion.

This week we learned about using powers of persuasion to help convert our customers and how to use influencers to gain new customers. Next week we talk about knowing what skills and roles you might need for your eCommerce store.

Knowing how to measure what matters on your eCommerce store and clarifying the skills and roles you might need are pivotal to your eCommerce success. These two topics are our focus this week.

Metrics are needed in eCommerce, just like any walk of life. We must know how we are doing against our targets. A metric is any quantifiable measurement of performance, whereas a key performance indicator is a metric that matters.

Regardless of the size of your business, whether it is a one-person shop or multi-million pound business, you have to think through roles and responsibilities – and even team structures. Let's find out the best way to do this.

This week we talked about performance and people. We looked at how to measure what you are doing on your eCommerce and honed in on the metrics that matter. We also looked at how to structure roles and responsibilities.

This week is about eCommerce operations. Planning for order fulfilment and for for picking, packaging and delivery are 'part and parcel' of an eCommerce business. Similarly, customer service handling is important as you grow.

Competitor analysis plays a major role in understanding your competitors and your market. You are going to use what competitors do to inspire you to refine your value proposition and your digital strategy.

Getting the product to your customer is an operational challenge that will change as you grow. Order fulfilment is the real operational nuts and bolts of an eCommerce business - we need to get this right.

All eCommerce websites must have a plan for customer service. Building out a customer service capability is important for the growth of your business - whether it is using email, telephone or social media.

You have now completed not just Course 4, but the whole Fundamentals of eCommerce ExpertTrack. Well done - that is some achievement. You are ready to launch and scale your eCommerce business.