Abstract: A feedback apparatus and method for dynamically controlling e-commerce platforms comprising a central engine is configured to connect with an e-commerce platform associated with a plurality of communication devices and a plurality of engagement engines and fulfillment engines that interact with the communication devices; the central engine is configured to dynamically add, remove or adjust the computational resources in the e-commerce platform in order to achieve a target efficiency for engagements with the communication devices and fulfillments from the communication devices. A graphical interface for controlling the feedback apparatus is also provided.