E-commerce Berlin Expo 2017 - Kick your business to the next level with multi-channel eCommerce...

Kick your business to the next level with multi-channel eCommerce & data-driven approachJan Lastuvka - CEO MonkeyData

About me:• CEO & Co-founder of MonkeyData • 7 years in eCommerce - digital agency,

online stores, MonkeyData

MonkeyData • global leader in eCommerce analytics• 3500+ customers around the world• offices: Berlin, Prague, Ostrava

"Today's digital consumer is everywhere - having your products in as many places as

possible is a key strategy "

Multi-channel eCommerce

How to choose the right sales channels

Customer

Purchase circumstances

Product

Agency

Budget

New customers

Google for products

55% of all product searches start on

Confidence

Validation

Online store vs. Marketplace

Marketing differences

1. Newsletters2. Remarketing3. UX4. Copywriting

1.SEO - parameters2.PPC – Amazon adds3.Lifetime – reviews

No use for: Use differently:

For who?• Goods in stock• Margin• Price/

originality

Mistakes:• Foundation• Customer

Care• Holidays

Rules:• Pressure on price• Brand suppression• Amazon’s unlimited

authority• Worldwide

1.  OUTRAGEOUS SHIPPING.  2.  LESS THAN 4.8 STAR FEEDBACK RATING3.  IGNORING EBAY LISTING FEE STRUCTURE.  !  4.  BAD OR EVEN NO (EEK!) PICTURES.  5.  NOT ANSWERING QUESTIONS.  6.  MISSPELLED TITLES/KEYWORDS.  7.  INCONVENIENT PAYMENT METHODS.  8.  INSUFFICIENT DESCRIPTIONS.  9.  PRICING.  10.  "ALL SALES FINAL" AND "NO RETURNS" POLICIES.  

1.PRICE2.TITLE3.ITEM SPECIFICS4.PHOTOS5.GLOBAL SHIPPING PROGRAM6.TOP RATED SELLER

Tips: Mistakes:

"If you have a business where you manufacture your own product, then Amazon is the best choice,"

„If you are a reseller of existing brands, eBay might be easier for you -- especially when first starting out."

"On Etsy, you're buying from a person, not a nameless, faceless brand, and the products have meaningful stories"

Rise of Social commerce

Rise of SOCIAL commerce

In 2015, social commerce sales represented 5% of online retail revenue = $14 billion

85% of orders from social media sites comes from Facebook

93% of Pinterest users use the platform to research purchases

Facebook Store

Facebook marketplace

Facebook messenger shopping bot

Conversational commerce

Pinterest

DATA

Compare data from all your sales channels

Watch the most important metrics and KPI’s

1.Revenue, orders – real time2.The best selling products3.Expedition time4.Prices across the channels5.CPA, CPC, CLTV6.Countries – marketing channels

How to use data for growing your business

1. Compare data from all sales channels2. Measure dependencies and

correlations3. Watch the most important KPI’s4. Don‘t fear numbers & make

conclusions

Tweet: #lovemonkeydata = 20% discount