The Silent Killer of Ecommerce Projects: Why Communication is Everything

If you've ever worked on an ecommerce project, you know this scenario all too well:

A client requests a new feature, but when it’s built, it’s not what they expected. A developer gets a vague ticket with missing details. A deadline is missed because no one realised how urgent a task was.

Sound familiar?

In ecommerce projects, miscommunication isn’t just an inconvenience - it’s a project killer. It leads to delays, budget overruns, unnecessary rework, and frustrated teams.

As a Project Manager and Ecommerce Consultant, I see this every day. My job is to bridge the gap between clients, developers, and stakeholders - ensuring that everyone is on the same page.

In this blog, I’ll break down:

• Why communication is the foundation of successful ecommerce projects
• How poor communication leads to delays, extra costs, and misaligned expectations
• Key challenges in communication between clients, developers, and project managers
• How to foster clear, effective communication for better project outcomes

If your ecommerce projects keep running into unexpected issues, communication is likely the root cause. Let’s fix that.

What Does Good Communication Look Like?

The key to good communication isn’t just talking more. It’s about ensuring clarity and alignment between all stakeholders. But "good communication" looks different depending on who you're talking to.

Let’s break it down by role:

1. Communication with Clients: Understanding What They Really Mean

Most clients aren’t technical. They know what they want but struggle to describe it in technical terms.

For example, a client might say: “We need a new product filter feature.”
But what they really mean might be:

• Customers are struggling to find products
• The current filtering system is broken or too slow
• They saw a competitor’s filter and want something similar

If I take their request at face value and just pass it to the developers, we risk building the wrong solution. Instead, I ask:

• What is your expectation of this feature?
• What problem are you trying to solve?
• Who identified this issue - customers, internal teams, or management?

This deeper conversation prevents wasted effort on unnecessary features and ensures the real issue gets solved.

Key takeaway:
Clients often describe symptoms rather than root problems. A project manager’s job is to ask the right questions to uncover the real need.

2. Communication with Developers: Keeping It Clear & Technical

Developers don’t want vague or constantly changing requirements.
They want:

• A clear, detailed list of tasks
• Exact specifications of what needs to be built
• Minimal distractions from unnecessary discussions

Many developers prefer minimal meetings - so I translate client requests into precise technical requirements before involving them.

For example, instead of saying:
“The client wants a better filtering system.”
I write:

• Task: Improve product filtering
• Ensure filter updates without reloading the page
• Optimise performance for large product catalogs
• Match styling to brand guidelines (reference Figma design)

This level of clarity reduces back-and-forth questions and ensures developers can focus on building the right solution.

Key takeaway:
Developers don’t need meetings - they need clear, well-documented tasks.

3. Communication as a Project Manager: The Bridge Between Clients & Developers

A big part of my role is translating business needs into technical requirements and making sure everything runs smoothly.

I also handle miscommunication issues like:

• Clients setting unrealistic deadlines
• Developers not getting enough detail in task descriptions
• Stakeholders changing their minds mid-project

One key trick? Setting clear expectations early.
For example:

• Timeline expectations:
  This feature will take 3 weeks, not 3 days. Here’s why...
• Budget expectations:
  If we add this functionality, it will increase costs. Do you want to proceed?
• Scope expectations:
  This request wasn’t part of the original project scope. Would you like me to add it as a phase 2 feature?

By proactively managing expectations, I prevent surprises and frustration later.

Key takeaway:
Clear expectation-setting reduces unnecessary feedback loops and rework.

The Biggest Communication Challenges in Ecommerce Projects

Even with the best intentions, communication can break down. Here are the biggest pitfalls I see and how to avoid them.

1. Misaligned Expectations
   • The problem:
     Clients often assume tasks are “quick and easy” when they’re actually complex.
   • Solution:
     Set realistic timelines early and explain the complexity of tasks in simple terms.
2. Business Language vs. Technical Language
   • The problem:
     Clients use business terms (“Make the site faster”), while developers need technical clarity (“Optimise TTFB and reduce JavaScript blocking”).
   • Solution:
     Project Managers act as translators, ensuring both sides understand each other.
3. Feedback Loops & Revisions
   • The problem:
     Poorly defined requirements lead to constant revisions, wasting time and budget.
   • Solution:
     Document everything before development starts. Confirm requirements in writing to avoid misunderstandings.

How to Foster Better Communication in Ecommerce Projects

Want smoother projects with fewer headaches? Here’s how to improve communication between clients, developers, and project managers:

• Use structured documentation:
  • Always create a written project scope before starting development.
  • Use shared tools like Jira, Trello, or GitLab to track tasks.
• Schedule regular check-ins - but not too many:
  • Weekly updates keep everyone aligned without unnecessary meetings.
• Encourage clear, concise writing:
  • Avoid vague emails like “Let’s fix the filters.”
  • Instead, write: “Please add a multi-select filter for categories in the sidebar.”
• Set realistic expectations from day one:
  • Be upfront about timelines, costs, and development complexity.
• Always confirm key decisions in writing:
  • This avoids “But I thought we agreed on…” moments later.

Final Thoughts: Communication Is the Cornerstone of Ecommerce Success

Great communication isn’t just about talking - it’s about understanding, documenting, and aligning expectations.

• Clients feel more confident when they know what’s happening.
• Developers can work efficiently with clear, structured tasks.
• Project managers prevent costly delays and miscommunication.

In short:
The better the communication, the smoother the project.

I have a final takeaway: Collaboration and communication are not just about managing data. It might sound dramatic, but it’s really about building strong, trusted relationships - where every team member feels heard and understood.

As a Project Manager or Product Owner, your role isn’t just to organise tasks; it’s to facilitate alignment, ensure clarity, and keep everyone working toward the same project goals. When communication is strong, teams operate smoothly, projects stay on track, and ecommerce businesses thrive.

Image from aboodi vesakaran on Unsplash