E-commerce knowledge base
Research, reviews and practical breakdowns: what works in online stores, how to measure change and build a sales system.
Google Merchant Center and free product listings
Google Merchant Center is the account where a store uploads data about its products (name, price, availability, photos, link) so that Google can show them in Shopping, search, images and other services. Free product listings are the display of such products…
Product photos, video and AI generation
A product photo is the main way to show a shopper something they can't hold in their hands. AI generation helps create a background, an angle or an illustration, but it comes with clear rules: in Google Merchant Center such images must be labeled, and the EU…
Selling abroad from Ukraine: logistics, duties, payments
Cross-border e-commerce is selling goods to buyers in another country through your own site or a marketplace. For a Ukrainian store this means three separate tasks: getting the goods across the border, handling the duties and taxes of the buyer's country…
Product feed
A product feed is a file or data stream with the full list of your products (name, price, availability, photo, link) that a store passes to Google, marketplaces and price comparison sites so they can show and sell its products.
A/B test
An A/B test is an experiment in which site visitors are randomly split into two groups: one sees the current version of a page (A, the control), the other sees a modified one (B, the variant), and a metric chosen in advance shows which version performs better.
Conversion rate
Conversion rate is the share of visitors or visits in which a person took the action you want: bought, left a request, subscribed. It is counted as the number of target actions divided by the number of visitors (or sessions), multiplied by 100%.
E-commerce
E-commerce (electronic commerce) is the sale or purchase of goods or services where the order is placed or received over computer networks by methods designed specifically for that purpose: a website, an app, a marketplace. Payment and delivery may still…
Technical site audit
A technical site audit is a check of how the site works "under the hood": speed and Core Web Vitals, server response codes (404, 5xx), redirects, robots.txt and sitemap, HTTPS, the mobile version. Its goal is to find errors that stop buyers from using the…
SEO audit of an online store
An SEO audit of an online store is a check of the site for everything that stops search engines from finding, crawling, indexing and showing the store's pages for the right queries: technical condition, catalog structure, duplicates, meta tags, content and…
UX and UI: what they are and how they differ
UX (user experience) covers all aspects of a person's interaction with a company, its services and its products. UI (user interface) is the part a person directly interacts with on the screen: buttons, menus, forms, fonts, colors, the placement of elements.…
Usability
Usability is how easy and convenient it is for people to use a site, an app or any interface to reach their goal. The ISO 9241-11 standard defines usability as the extent to which a product can be used by specified users to achieve specified goals with…
What is an e-commerce strategy, who needs it and why projects fail without one
What an e-commerce strategy is and how it differs from a marketing plan, who needs it, why online stores fail without one and how to develop it step by step.