BMM120 Social Selling and E-commerce – Gymshark Strategic Analysis

For this assessment, you will produce a 3,000‑word (+/- 10%) individual report analysing the social selling and e‑commerce strategy of one pre‑selected organisation and proposing an integrated improvement plan.

You must choose one of the following companies:

• Gymshark
• PLouise
• Monday.com
• HelloFresh
• Vinted
• Mail Chimp

No other companies may be selected for this assignment.

Your report should be based only on secondary data (e.g. company websites, social media channels, news articles, industry reports, reviews, academic and practitioner sources). You must not contact the company, access any internal or confidential data, or conduct primary research such as surveys or interviews.

Using your chosen company, you are required to:

1. Introduce the company and its digital sales context
   • Briefly outline the organisation’s business model, target markets (B2B/B2C), key products/services, and the role of digital channels (website, social media, marketplaces, apps) in its selling approach.
2. Conduct a current‑state audit of digital selling and e‑commerce
   • Analyse the company’s website‑based e‑commerce or lead‑generation funnel, including UX, product/service presentation, trust signals, checkout/lead capture, and fulfilment or post‑purchase experience.
   • Audit its social selling activity across key platforms (for example, Instagram, TikTok, Facebook, LinkedIn), focusing on how content, creators/influencers, calls‑to‑action, and links drive users towards conversion.
   • Map the main customer journey stages and digital touchpoints, identifying key strengths, weaknesses, and gaps in the current approach.
3. Critically evaluate relevant e‑commerce and digital selling trends (LO1)
   • Identify and critically discuss current trends that are most relevant to your chosen company (e.g. social commerce, live shopping, AI‑driven personalisation, retail media, subscription models, influencer marketing, LinkedIn‑led social selling).
   • Evaluate opportunities, risks, and strategic implications of these trends for the organisation, using up‑to‑date academic literature and high‑quality practitioner sources.
4. Critically analyse website‑based e‑commerce (LO2)
   • Demonstrate a critical understanding of how the company’s website supports conversion, trust, and customer experience.
   • Diagnose key performance issues and opportunities relating to UX, navigation, product pages, messaging, payment, delivery/returns, and post‑purchase communication, supported by relevant theory and evidence.
5. Critically appraise social selling techniques (LO3)
   • Evaluate how effectively the organisation uses social platforms for selling, not just for awareness or engagement.
   • Consider platform fit, audience behaviour, content–sales balance, social proof, relationship‑building, and conversion pathways (e.g. shoppable posts, link‑in‑bio journeys, demo/trial CTAs, live shopping).
   • Distinguish clearly between activity/engagement metrics and genuine selling effectiveness.
6. Develop strategic recommendations and an integrated plan (LO4)
   • Propose a coherent, prioritised social selling and e‑commerce strategy for the next 12months.
   • Show how your recommendations integrate website‑based e‑commerce, social selling, and other relevant channels (e.g. email/CRM, marketplaces, offline touchpoints) into an omnichannel plan.
   • Outline a clear implementation logic (phasing, focus areas) and a suitable KPI framework, explaining what should be measured and why.

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Digital marketing/E-commerce strategy analysis of Gymshark

Company and digital sales context

An analysis of Gymshark indicates that the company is a B2C fitness apparel and accessories brand that sells its products and services using website and through social media channels including Instagram, TikTok and other social platforms with the objective of reaching it target customers which includes fitness-focused consumers.

Current state digital selling and e-commerce

An analysis of the current state of Gymshark indicates that the company makes use of product categories, detailed product pages, reviews, size information, promotional offers and streamlined check out in order to achieve higher conversion. The company also utilises social media content in the form of featuring athletes and creators with the objective of attracting more and more customers. The customer journey process starts with social discovery – product consideration – website visit – purchase – post purchase engagement.

Relevant e-commerce trends

The e-commerce trend as visible in respect to Gymshark include social commerce, influencer marketing, personalised recommendations, short term video and live shopping. All these strategies help in product discovery and conversion, but there is a significant level of dependence on influencers and social media platforms which also increases the risks from changing algorithms, creator credibility and rising acquisition cost.

Website based e-commerce

The website of the company positively supports conversion through strong product imagery, clear product and pricing information, detailed customer reviews, size guidance, and straight forward purchasing options. The opportunities available are improved personalised recommendations, reduce checkout abandonment and strengthen post purchase communication.

Social selling

The strategy of Gymshark with respect to social selling indicates that the company makes use of Instagram and TikTok creators, fitness content, product demonstration and community generated content with the objective of connecting social engagement with product sales. Influential content is beneficial in providing social proof and the product links & CTA are effective in creating conversion Pathways. The engagement is visible from the views and likes and metrics light conversion rate, social generated revenue and average order value provides strong indication of selling effectiveness.

6 to 12 months integrated strategy

The strategy for Gymshark could be to perform integration of social commerce along with personalised website experiences, creator campaigns and email retargeting. The first phase should focus on improving conversion and tracking, and the next phase should aim at expanding shoppable content and personalised campaigns. The key KPIs should include social to site conversion, website conversion rate, revenue from social platform, customer acquisition cost, average order value, repeat purchases and retention rate.

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