E-commerce knowledge base
Research, reviews and practical breakdowns: what works in online stores, how to measure change and build a sales system.
ROMI (return on marketing investment)
ROMI (return on marketing investment, also MROI) is the profit that marketing spend brought in, relative to the spend itself. A positive ROMI means marketing earned more than it cost.
ABC/XYZ analysis of your product range
ABC/XYZ analysis sorts products by two traits: how important they are to the business (ABC, by revenue or profit) and how stable the demand for them is (XYZ). The result is nine groups, each needing its own purchasing and stock rules.
AI agent
An AI agent is a system built on a language model that decides for itself which steps and which tools to use to reach a goal, and then carries those steps out: it looks up data, opens pages, changes records. A chatbot replies to messages. An agent does tasks.
Site search
Site search is the box on an online store's site that a shopper uses to look for a product by name or description. For people who know exactly what they need, it is faster than walking through menus.
Core Web Vitals: LCP, INP, CLS
Core Web Vitals are three measures of the real user experience on a page, defined by Google: LCP (how fast the main content appears), INP (how fast the page responds to actions) and CLS (elements jumping around while loading). Good values: LCP under 2.5…
Gross margin and margin after advertising
Gross margin is the share of revenue left after subtracting the cost of goods sold. Margin after advertising is what's left when you also subtract the variable costs of selling: delivery, fees, returns, advertising.
CDP
CDP (customer data platform) is software that collects customer data from all of a company's systems, merges it into a single profile of a person, stores that profile permanently and passes it to other systems: analytics, marketing, support. In 2026 the CDP…
NPS and CSAT
NPS (Net Promoter Score) is a loyalty index: buyers are asked how likely they are to recommend the store on a scale from 0 to 10, and the share of critics is subtracted from the share of promoters. CSAT (Customer Satisfaction Score) is a rating of…
Payment methods for an online store in Ukraine
An online store's payment methods are what a shopper can pay with on the site: a bank card, Apple Pay or Google Pay, installment payment, cash on delivery with the delivery service, an invoice. Each method needs its own arrangement for the store: with a bank…
Store positioning
Positioning answers the question: who you are for, how exactly you solve their problem, and why choose you over the alternative. It is a decision about what you promise and what you don't do, not a slogan.
Third-party cookies and first-party data
Third-party cookies are cookies set not by the site the visitor opened but by someone else's content embedded on it, for example an advertising pixel or a widget. They make it possible to track a person across different sites. First-party data is what a…
AI risks in an online store: data leaks and prompt injection
AI risks in a store are the dangers that appear when a chatbot, assistant or automation built on a large language model (LLM) gets access to customer data, the catalog or systems: the model may reveal too much, carry out someone else's command hidden in a…