In a Winner-Takes-All Market, Discovery Is What Matters

Abstract

*“In e-commerce, good is not good enough — because the winner takes it all.”*

Over the past years, Bata has made the shift from a decentralized e-commerce setup, with different platforms across regions, to a unified, scalable global e-commerce platform. This was a significant technical and organizational journey, requiring focus, discipline, and strong project management.

With this solid foundation now in place, the nature of our work is evolving. Our teams, once focused on laying the groundwork and ensuring delivery at scale, are now shifting toward discovering what truly matters to our customers. We’re moving from building the platform to building the right things on top of it.

This talk explores how we’re equipping our digital product teams, experienced in structured delivery, with the mindset and skills needed for continuous product discovery. It’s a story of evolution on how a strong delivery culture is becoming an empowered product culture, one where teams are guided by strategic goals, but trusted to explore, validate, and shape their own paths to impact.