Walking down a bustling Manhattan street is a masterclass in organized chaos, with traffic whizzing by, skyscrapers looming overhead, and commerce happening at every corner. For Alexandra Felton, a born-and-bred New Yorker, that kinetic energy shaped her eCommerce leadership.
Recently, on How She Got Here (HSGH) — hosted by Cass Cross, VP & Strategic Partnerships Director at Cronix — we got a chance to meet Alexandra Felton, THG Ingenuity’s VP of Alliances and Partnerships.
Alexandra’s journey spans from working on the retail floor to shaping global eCommerce strategies for top tech companies.
If you’re curious about learning a lot about the eCommerce world, keep reading. We’re breaking down the best moments from the conversation, complete with fresh tips for merchants, partners, and budding professionals alike.
Introduction to Alexandra Felton and THG Ingenuity
Few leaders have as multifaceted a background as Alexandra Felton. She started out surrounded by both creative (her father is an artist) and business-savvy energy (her mother managed IT teams).
As you watch HSGH’s fifth episode, you will soon realize that Alexandra is the kind of person who blends creative thinking with practical execution—exactly the spark we look for in digital transformation agencies.
Before her role at THG Ingenuity, she honed her partnerships expertise at Shopware, where she played a pivotal role in creating a solid partner ecosystem. She worked closely with agencies and technology providers to deliver outstanding merchant eCommerce solutions.
At THG Ingenuity, she’s focused on building partner ecosystems that help merchants elevate their eCommerce presence. She also works on expanding the company’s partner ecosystem in North America.
This involves forging alliances with systems integrators in eCommerce and shaping fulfillment services to meet the rising demands of online shoppers.
Understanding the Role of Systems Integrators in eCommerce
A recurring theme in Alex’s story is the significance of systems integrators. These are the agencies specialized in weaving together the tech stacks and solutions that power a merchant’s online store.
These digital transformation agencies help shape long-term strategies for how brands engage with customers.
Why they matter: They ensure that an eCommerce platform, like Shopware, communicates with other marketing tools, inventory management systems, and beyond.
Take Cronix, for instance! As an eCommerce service agency, Cronix partners with platforms like Shopware to offer holistic solutions, from Shopware development services to end-to-end digital transformation.
Key insight:
Success in eCommerce often hinges on choosing the right systems integrators capable of setting up custom websites, driving innovation, and connecting multiple touchpoints of the shopper journey.
How to Build a Partner Ecosystem in North America
Expanding a European brand into the US market is no small feat. As Alexandra highlights in the episode, building partner ecosystems is essential to making a mark in a new geography. Here are some partnerships manager tips from this episode:
1. Identify Strategic Gaps
Evaluate what merchants need (like advanced fulfillment or marketing automation) and pinpoint the solutions that your eCommerce stack lacks. Then, target partners who excel at filling these gaps.
2. Prioritize Mutual Value
eCommerce partnerships must benefit both parties – monetarily and strategically. Without a mutual value in partnerships, it’s merely a superficial alliance that will not deliver ROI. So, collaborate with partners with similar target markets to widen reach and deepen impact.
3. Focus on Deep Relationships
Signing 600 partners looks good on paper, but Alexandra stresses the importance of going deep instead of wide. Fewer but more committed alliances yield long-term growth.
4. Consistent Follow-Through
Partnerships often fail not because of misaligned vision but because teams lose momentum. Having consistent check-ins and mutual goals can make all the difference.
Key Lessons from Alexandra’s Career on the Shopper Experience
If there’s one thread weaving through Alexandra’s story, it’s an obsession with the shopper experience. During this episode, the audience will explore how she constantly puts herself in the shoes of the end consumer. In short, her approach is hands-on!
As a result, she’s able to pinpoint opportunities for innovation and growth. Here are a few guiding principles she shared about enhancing shopper experience:
- Innovate: Early in her career, Alexandra recognized that new Software as a Service (SaaS) products were popping up left and right, each promising to improve online shopping in unique ways. But, the most important thing to do is embrace innovation without losing focus on practicality.
- Listen to the Consumer: Every brand wants frictionless shopping, but each has different nuances (luxury brands vs. mass-market retailers). Understanding these nuances ensures solutions are tailor-made.
- Tech as an Enabler: Tools should remove friction, not add to it. Whether through AI chat widgets or streamlined checkouts, the goal is to empower shoppers.
- Bridge Art & Tech: Coming from a creative and analytical background, Alexandra shows that the best ideas often come from merging creative design thinking plus data-driven strategy. This is what helped her build meaningful Shopware partnerships.
- Constantly Adaptat: Trends change, tastes evolve, and new SaaS products emerge daily. The best eCommerce leaders keep a finger on the pulse of both industry and consumer shifts.
Exploring Mutual Value and Strategic Fit in Navigating Partnerships
“If we’re not better together, then why partner?” That’s the core ethos Alexandra preaches. Her career, spanning acquisitions and global expansions, reveals that mutual value in partnerships is essential.
When systems integrators, eCommerce platforms, and Shopware developers combine forces, each party gains market advantage, brand credibility, and heightened service offerings. This often results in a more potent merchant eCommerce solutions ecosystem and a compelling pitch for prospective clients.
Challenges and Triumphs for Women in eCommerce Leadership
As one of the many trailblazing women in eCommerce leadership, Alexandra notes that being “the only one in the room” isn’t uncommon. Yet she views it as an opportunity to be the representation that future women leaders can look to.
Cass couldn’t help but admire her approach, which is refreshingly direct:
- Just Show Up: Don’t let lack of representation keep you from taking a seat at the table.
- Be the Role Model: In eCommerce, women in leadership have historically been few and far between. If you don’t see others who look like you, it could be your time to lead!
- Build Others Up: Mentorship doesn’t have to be formal. Simply supporting colleagues, supporting their ideas, and believing in their growth can create powerful ripple effects.
Tips for Aspiring Professionals Entering eCommerce Partnerships
- Follow Your Curiosity:
As she told Cass, Alexandra’s path wasn’t linear. It was guided by her passion for shopper experience. So, welcome new challenges, even if they sit outside your comfort zone.
2. Emphasize Execution:
The best-laid partnership plans fade without consistent follow-through. Keep internal stakeholders informed, and schedule regular check-ins with your partners.
3. Build on a Solid Product:
In Alexandra’s case, working with powerful, flexible platforms like Shopware was key. If the product can’t deliver value to merchants, no partnership can salvage it.
4. Be Fearless:
Don’t assume you need the “perfect” background to jump into eCommerce or eCommerce partnerships.
5. Roll Up Your Sleeves:
Partnerships, especially at startups or scaling companies, often require wearing multiple hats, ranging from customer success to product training.
6. Focus on Fit:
Less is more! With a million solutions out there, concentrate on the ones that align with your mission.
The Importance of Resilience and Adaptability in eCommerce
Resilience is a recurring theme in the HSGH podcast. Multiple guests have talked about the ability to stay strong in the face of adversity! And Alexandra Felton in the fifth episode is no exception.
eCommerce is a moving target. Mergers, acquisitions, and new technologies can unsettle even the most sturdy eCommerce partnerships. Alexandra credits resilience, staying firm to your core vision yet flexible in execution for her career longevity.
Moreover, she gives a powerful message to remove the ego. Let go of how you think it “should” be done and be open to alternative paths.
Another crucial life tip from Alexandra: From meditation to taking quick walks, taking time to center yourself can sharpen your intuition, giving you the clarity needed in high-stakes moments!
Final Thoughts
We hope this glimpse into Alexandra Felton’s world sparks fresh ideas for you. Her story is about finding your footing as a woman in leadership and adapting quickly in a competitive market.
The episode is sure to give you a practical, behind-the-scenes perspective on establishing eCommerce partnerships, driving innovation through technology, and overcoming the everyday challenges in the eCommerce world.
For the whole conversation, just head over to HSGH’s YouTube channel or listen on Spotify. Also, you can support and follow our mission on TikTok, LinkedIn, and Instagram.
Here at Cronix, we’re passionate about these conversations because we live and breathe eCommerce every day. That’s why we offer industry-leading eCommerce solutions, including Shopware development services to help brands reach their audience.
Explore how Cronix can help you build scalable, successful eCommerce ecosystems. Contact us today!