This document contains 33 tips for navigating the eCommerce ecosystem. Some key recommendations include doing a business plan, focusing on key performance indicators, wowing customers, automating operations, using responsive design for mobile stores, hiring a conversion rate optimizer, and understanding omni-channel commerce. The overall message is that succeeding in eCommerce requires patience, perseverance, and following best practices.

1. ennovation 2012
Πλοήγηση
στο
Οικοσύστημα
του
eCommerce
Παναγιώτης
Γκεζερλής

2. eCommerce
& eBusiness
Consultants

3. eΖηµιές

4. 1.
Do
a
Business
Plan
(duuuh!)

5. 2.
Learn
Web
AnalyOcs
(You
won’t
survive
otherwise)

6. 3.
Focus
on
significant
few
KPIs
(All
your
data
should
be
meaningful
and
ac<onable)

7. 4.
cross-­‐border,
cross-­‐border!
(cross-­‐border)

8. 5.
WOW
the
customer
(Read
“Delivering
Happiness”,
Zappos
CEO)

9. 6.
Forget
family/free
Ome
(at
least
for
the
first
6-­‐12
months)

10. 7.
Don’t
be
quick
–
be
rapid
(you
have
1-­‐2
windows
of
opportunity
per
yr
)

11. 8.
Automate
OperaOons
(call
center,
shipping,
billing,
etc)

12. 9.
Idiot-­‐proof
shipping
price
(understanding
the
shipping
price
is
cheaper)

13. 10.
Use
many
payment
methods
(especially
overseas)

14. 11.
Beware
of
returns
(it’s
not
a
legisla<on
issue,
but
a
customer
issue)

15. 12.
Use
more
than
1
courier
(you
can
nego<ate
beMer)

16. 13.
Packaging
costs
1%
of
sales
(but
it’s
well
worth
it)

17. 14.
Responsive
Design
e-­‐shop
(25%
of
GR/CY
visitors
now
from
mobile
devices)

18. 15.
Don’t
stock
(in
the
beginning)

19. 16.
Localise,
do
not
translate
(phone
number,
Bank
Account,
domain)

20. 17.
A/B
test
EVERYTHING
(even
your
IVR
message)

21. 18.
IVR
more
important?
(even
than
your
e-­‐shop?)

22. 19.
Not
CPA
!
LTV
(not
Cost
Per
Ac<on,
but
Life
Time
Value)

23. 20.
Move
from
Paid
to
Owned
(Marke<ng)

24. 21.
Play
Smart
with
Price
Comp
(Price
Engine
Op<misa<on)

25. 22.
Content
MarkeOng
#rulez
(And
your
compe<tors
don’t
know
it
yet)

26. 23.
TV
#rulez_even_more
(And
it’s
not
that
expensive)

27. 24.
Hire
Conv.
Rate
OpOmiser
(It’s
the
best
ROI
decision
you
will
ever
make)

28. 25.
Photo-­‐shoot
the
products
(and
not
with
your
iPhone)

29. 26.
Get
an
eCommerce
Mentor
(if
you
can’t
get
a
great
eCommerce
Manager)

30. 27.
Train
your
People
(and
they
will
become
great
eCommerce
People)

31. 28.
Join
GRECA
(Greek
eCommerce
Associa<on
|
150
members)

32. 29.
Do
not
miss
omni
channel
(It’s
not
always
expensive
to
be
omni
channel)

33. 30.
Understand
ROPO
(Research
Online
–
Purchase
Offline)

34. 31.
Visit
4th
eBusiness
World
(it’s
a
great
free
learning
opportunity
)

35. 32.
It’s
Commerce
first
(…and
then
eCommerce)

36. 33.Υποµονή&Επιµονή

37. eCommerce
& eBusiness
Consultants
convertgroup.com