Marketing
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.
Preparing for big sales: Black Friday
Black Friday is a sale that falls on the Friday after American Thanksgiving; in 2026 that is 27 November. Around it forms a "sales week" (Cyber Week) that runs up to Cyber Monday. For a store this is the peak period, when mistakes in stock, delivery and the…
Retail media: advertising on marketplaces and in retailers' stores
Retail media is advertising a brand or seller buys on the platform where the purchase happens: a marketplace, a retailer's online store or its app. Ads are shown to people who are already searching for a product or comparing, and the result is visible in that…
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…
Email marketing
Email marketing is the emails a store sends to people who have agreed to receive them: automated flows (a welcome email, cart abandonment, a thank-you after purchase) and one-off campaigns (promotions, new arrivals). It is one of the few channels where the…
Content marketing
Content marketing is a strategic marketing approach built on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and ultimately drive profitable action. This is how the Content Marketing…
How to set prices in an online store
A pricing strategy is the rule by which a store sets prices: from cost, from competitors' prices, or from the value of the product to the shopper. The price must cover costs and leave a margin, but not scare the shopper off.
Performance Max
Performance Max (PMax) is a Google Ads campaign type that shows ads across all of Google's inventory (Search, YouTube, Display, Discover, Gmail, Maps) from a single campaign. The system picks ads and channels from your assets and product feed itself, aiming…
Discounts and promotions without losing margin
A promotion is a temporary change of terms (a discount, a gift, free delivery, a bundle) meant to raise sales. The main question is not "how much did we sell" but "how much did we earn after the discount" and whether these people would have bought without it.
Messenger marketing: Viber, Telegram, SMS
Messenger marketing is a store's communication with shoppers through messengers (Viber, Telegram, WhatsApp, Messenger) and SMS: order messages, reminders, personal offers, support. The main condition is the person's consent to such messages.
Dynamic pricing and AI
Dynamic pricing means changing prices by rules or a model depending on demand, stock levels, competitor prices, time or other conditions. There are simple rules ("price no higher than the competitor + 3%") and AI models that pick the price themselves. A…
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…