E-commerce knowledge base
Research, reviews and practical breakdowns: what works in online stores, how to measure change and build a sales system.
Zero-click search
A zero-click search is a search query after which the person does not go to any result: they either got the answer right on the results page, changed their mind, or immediately typed a new query. How many such searches there are depends on how you count, so…
Store rebranding: when you need it
Rebranding is a change in how a store looks and sounds: the name, logo, visual style, copy, and sometimes the positioning and domain. It is done when the current brand holds the business back, not when you are simply tired of it.
Structured data for an online store: Product, Offer, Review
Structured data (markup) is extra code on a page that explains to a search engine what exactly is on it: here is a product, here is its price, here is availability, here is the rating. It is most often written in JSON-LD format using the schema.org…
Funnel analysis
Funnel analysis is counting how many visitors get through each step of the path to purchase (product page → cart → checkout → payment) and at which step the most of them "drop off." Its goal is to find the biggest loss and check why it happens.
AI for store data analysis: what you can trust it with
AI analytics means using language models (chat assistants and assistants built into analytics tools) to ask questions about your store's data in plain words: "why did revenue drop?", "which products earn the most?". Models prepare queries and explanations…
Loyalty program
A loyalty program is a system in which a store rewards shoppers for repeat purchases: points, cashback, personal discounts, private sales, early access. The goal is for people to come back more often and buy more. Simply joining a program doesn't make a…
MCP (Model Context Protocol)
MCP (Model Context Protocol) is an open standard that lets AI applications (Claude, ChatGPT and others) connect securely to external systems: files, databases, CRMs, spreadsheets, services. The official documentation compares it to USB-C for AI: one type of…
Selling through social media and messengers in Ukraine (social commerce)
Social commerce is selling goods where people chat and watch content: Instagram, TikTok, Facebook, Telegram, Viber. The customer finds a product in a feed, a video or a chat and can ask questions, choose and agree on payment without leaving the app. In…
Heuristic evaluation (expert review)
Heuristic evaluation is a method of finding problems in an interface, where several experts independently assess a site or app against a set of principles (heuristics), most often the 10 Nielsen heuristics. It is also called an expert usability review.
Cart abandonment
Cart abandonment is when a shopper adds products to an online store's cart but leaves without placing an order. The cart abandonment rate shows what percentage of created carts never became an order.
Repeat purchase rate
Repeat purchase rate is the share of customers who made more than one purchase in a chosen period. It shows how well a store brings buyers back.
FBO and FBS
FBO and FBS are two order fulfillment schemes on a marketplace. With FBO (fulfillment by operator), the goods sit in the marketplace's warehouse, and it packs and ships the order itself. With FBS (fulfillment by seller), the goods stay in the seller's…