In ecommerce, the word ‘partner’ is thrown around frequently. From tech integrations to referral channels to affiliate partners, the list goes on. And all of them often fall under the same umbrella. This lack of distinction makes it challenging (both internally and externally) to clearly understand the value of each partner relationship.
It only gets more confusing when we start talking about ‘partnerships’ as a service, meaning an offering that connects brands with trusted solutions to help scale their business.
We’ve spent a lot of time thinking about this—not just because we work with partners but because we believe that Partnerships (with a capital P) is a strategic function that can shape the future of an ecommerce business.
It’s not just about referrals or integrations. It’s about delivering better outcomes through alignment, trust, and shared value.
Defining partnerships in ecommerce
At its core function, a partnership can be defined as two organizations teaming up to deliver complementary value to a shared customer base.
But, there’s much more that goes into Partnerships in ecommerce. Too often, Partnerships are treated as a catch-all for PR opportunities or co-marketing announcements—a narrow view.
In ecommerce, brands are juggling dozens of tools across their tech stack, from storefront platforms and ERPs to customer retention and marketing tools, logistics, payments, and more.
No single company can be best-in-class at everything. Those that surround themselves with a strong ecosystem and focus on doing their part well are setting themselves and their customers up for success. This is what it means to offer Partnerships.
Partnerships, at its best, is about stitching together an ecosystem in a way that makes the customer experience stronger and less fragmented.
The role of Partnerships
A strong Partnerships team doesn’t just manage relationships; they actively curate and connect. Done right, it’s a cross-functional discipline that blends customer insight, strategic alignment, operational clarity, and mutual value creation.
Partnerships is somewhere between sales, success, product, and strategy…but it lives in its own lane. A good Partnerships team? They’ll build trust by being intentional and proactive in finding solutions.
Offering services that exceed in-house
In business, trying to be everything to everyone usually backfires. The strongest companies focus on solving one clear problem well, then build out their offering by aligning with partners who bring complementary expertise. Instead of stretching thin or building mediocre add-ons, strategic partnerships allow businesses to extend value without sacrificing quality.
Filling gaps in the customer experience
With customer expectations at an all-time high, even minor friction in ecommerce can lead to churn. Partnerships teams that stay close to their customers can identify weak spots in the experience and recommend solutions that address them directly—whether that’s streamlining fulfillment, improving product discovery, or integrating smarter tools.
Unlocking scalability
When businesses align with partners that solve complementary problems, they open the door to new audiences and opportunities. The right partnership can help a brand overcome growth plateaus by introducing trusted solutions that scale operations more efficiently. In doing so, companies help their customers grow while creating a flywheel that drives shared success across the entire ecosystem.
Think about it this way: a partnership should be founded on mutual best interests. For example, Kase and Malomo teamed up to provide their customers with an exceptional post-purchase experience. How? Kase ensures every order is delivered quickly and safely, while Malomo provides personalized, branded order-tracking.
When Partnerships become a service
In ecommerce, informal recommendations are common. Someone mentions a tech stack they like, an agency they trust, a platform that made a difference. But when that behavior becomes intentional, repeatable, and strategic—that’s when Partnerships become a service.
Kind of like a concierge for your customers, Partnerships focuses on finding the right solutions for evolving needs. It’s more than being helpful, it’s about connecting the dots to add true value, reduce churn, improve stickiness, and create more resilient business.
What makes a great partnership?
The partnerships that deliver real impact tend to have three things in common:
1. Shared customers, shared stakes
The best partnerships are rooted in a mutual understanding of who the customer is and what they’re trying to achieve. While there should be audience overlap, it’s even more vital to have aligned definitions of customer success.
2. Complementary strengths
If both companies are solving the same problem the same way, it quickly becomes a competition. Strong partners bring something different to the table. They solve a problem that one partner on their own cannot.
3. Openness and execution
The partnerships that work long-term are the ones where both sides are open to experimentation. The willingness to collaborate with the mutual customer in mind is what counts.
Rethinking relationships in a connected ecosystem
Every ecommerce brand is trying to solve for efficiency and experience at the same time. And guess what? It’s a hard balance.
The ecosystem of technology, tools, and services you align with can make or break that effort. Whether it’s fulfillment, inventory planning, CX, or retention, your choice of partners can be a competitive advantage or a source of friction.
At Kase, we think of ourselves as one part of a larger ecosystem. We work best when connected to the right platforms and people, and we’ve built our partner relationships around that principle.
“The real role of Kase Partnerships is to serve our customers by connecting the dots between tools, technologies, and services that work better together,” says Jesse Kaufman, VP of Product and Experience at Kase.
Want to learn more? See Kase’s full ecosystem of partners here.
