The Worst Time to Launch E-Commerce with Nora Arzoumanian’s ex- Specialized Bicycle Components
Most e-commerce leaders worry about driving demand. Nora Arzoumanian had the opposite problem: customers were ready to buy, but there wasn't enough inventory to go around.
Nora Arzoumanian joined Specialized Bicycle Components Canada at what might have been the worst possible time to launch an e-commerce business. The pandemic bike boom had emptied inventory, supply chains were a mess, and the newly launched e-commerce site had almost none of the infrastructure needed to grow. She had to build the operation from the ground up.
Join hosts Chuck Moxley and Nick Paladino as they explore what it takes to build an e-commerce business inside an established retail brand. Nora shares how Specialized Canada navigated inventory shortages, built digital marketing programs from scratch, and balanced the often-competing priorities of e-commerce growth and brick-and-mortar retail partners.
One of the most interesting themes throughout the conversation is that the biggest friction in e-commerce often isn't on the website at all. It's inside the organization. Nora explains why growing an online channel requires leadership buy-in, difficult conversations about inventory allocation, and constant education around how digital influences both online and in-store sales. She also shares lessons from scaling influencer marketing, adapting global campaigns for Canadian consumers, and operating a business where seasonality means demand can completely disappear during the winter months.
Key Actionable Takeaways:
- The biggest e-commerce friction is often internal, not technical Launching an online channel requires more than a website. Leaders must align on inventory allocation, budgets, staffing, and long-term commitment before growth can happen.
- Quality beats quantity in influencer marketing After managing dozens of micro-influencers, Nora found greater success working with a smaller group of creators who consistently produced strong content and delivered results.
- Treat e-commerce as part of the customer journey, not a separate channel Online inventory and product information don't just drive online purchases. They influence research, store visits, and brand perception long before a customer checks out.
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Nora Arzoumanian's LinkedIn: https://www.linkedin.com/in/noraarzoumanian/
Nick Paladino's LinkedIn: https://linkedin.com/in/npaladino
Chuck Moxley's LinkedIn: https://linkedin.com/in/chuck-moxley