E-commerce knowledge base
Research, reviews and practical breakdowns: what works in online stores, how to measure change and build a sales system.
Meta ads for a store: Advantage+
Advantage+ sales campaigns are Meta's (Facebook and Instagram) modern ad format for sales: the audience, budget and placements are largely chosen by the algorithm. It replaced the old Advantage+ shopping campaigns, and it has fewer restrictions for the…
Omnichannel
Omnichannel is an approach in which all of a store's sales and communication channels (the site, a mobile app, offline locations, marketplaces, messengers) work as a single whole: with the same stock, one customer profile and a consistent experience.
Online store security: the minimum
Online store security is a set of simple actions that reduce the chance of the site being hacked and customer data leaking: updates, strong passwords with two-step login, limited access rights, backups and protection from automated attacks. Perfect security…
Ecommerce events
Ecommerce events are messages a store's site sends to analytics at every step of the buyer's path: a product list shown, a product viewed, added to cart, checkout started, purchase, refund. They build the funnel, revenue by source and product reports.
CRM for an online store
CRM (customer relationship management) is a strategy and, usually, software for managing interaction with customers: it stores data about them, analyzes it and coordinates sales, marketing and service (Wikipedia, CRM). For an online store it is the place…
Dropshipping
Dropshipping is a retail model in which the store takes orders but doesn't keep the goods in its own warehouse: after payment it passes the order to a supplier, who ships the product directly to the buyer.
The store owner's dashboard
A dashboard is a single page with a few of the business's main indicators, which the owner opens daily or weekly to quickly understand what's going on and decide where to look next. A good dashboard answers a few specific questions rather than showing…
GA4 for an online store
GA4 (Google Analytics 4) is Google's free web analytics system. It collects site visitors' actions as "events" (product view, add to cart, purchase) and shows where buyers come from and where they drop off. For a store it is useful only when ecommerce events…
Last mile
The last mile is the final stage of delivery: from the carrier's warehouse or sorting center to the customer's hands. It is the most expensive and least predictable stretch of an order's journey: the address, the time, whether someone is home and whether the…
Micro-conversion
A micro-conversion is a small action by a visitor that does not bring in money right away but leads to the site's main goal (the macro-conversion): for example, adding a product to the cart, starting checkout or subscribing to a newsletter.
Cohort analysis
Cohort analysis splits customers into groups (cohorts) by a shared trait, for example the month of their first purchase, and compares how they behave over time. It shows what the overall average hides.
Influencers and UGC
Influencer marketing is when a store works with people who have a social media audience to tell that audience about a product. UGC (user-generated content) is content created by the buyers themselves: reviews, photos, videos. It can be free or commissioned…