A lot of what gets called "strategy" in ecommerce is really just a well-formatted description of what the business already believes about itself. It reads well in a board pack and changes nothing about what happens on Monday morning.

The test I use with every strategy document: pick any team member, any level, and ask — does this document change one thing they do this week? If the honest answer is no, it's not a strategy yet, it's a summary.

Real strategy is uncomfortable because it means saying no to things the team currently spends time on. If your strategy hasn't cost you anything to write, it probably won't get you anything to run.