Category Archives: E-commerce

On E-commerce: Can every category be offered through e-commerce?

E-commerce and traditionally analog incumbents, especially those that are unspecialized, have been trying to penetrate into different industries and categories, thinking that many such offerings can be provided digitally.

Were they able to make it happen?

Of course, retail operations specific to some products have quickly utilized e-commerce practices, as well as omni-channel applications.
While computer software and video games have been moving into the “digital shelves” in a profitable way as they are innately digital, many other categories are lagging behind again because of their inherent analog nature.
There are only a few category killers and niche players that have been profitably disrupting innately analog businesses despite the presence of powerful, albeit unspecialized and broad-based, incumbents.

What are the categories that are/were tried and could not still be fully streamlined through e-commerce?

In this article, I draw on my experience at Amazon and elaborate on what it takes to be a profitable and viable e-commerce business. Furthermore, I also analyze companies such as 1stdibs, Etsy, and Wayfair and what kind of a future befall these companies, also expanding on what they were doing right and wrong. This article is intended to be another blueprint for those who plan to go online and launch their e-commerce business.

Businesses built around Network Effects Part 2: Diving a little deeper into E-commerce businesses

This time, the focus is e-commerce.
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Marketplace is a very important vertical for many e-commerce companies.

Some are solely based on it while others rely on it for effortless revenue (but most importantly profit) generation as direct retail operations in e-commerce are financially less viable.

Marketplace vertical, as is the case with social platforms, is reliant on network effects, and the accompanying proprietary tech is well-connected to network effects.

The connection is strong for both social media platforms and pure e-commerce businesses as almost any front-end feature of any platform can be replicated very easily and quickly by all players.

The similarity between two business models, however, is that proprietary technology and network effects facilitate mainly usage in one and mainly purchasing process in the other so that users build “necessary” habits and never quit the platforms.
In this article, I will dive deeper into e-commerce businesses including pure e-commerce business and e-commerce giants that have many adjacent and disparate business activities. I will try to analyze and assess the viability of different business models while also elaborating a little bit more on how network effects increase the sustainability and longevity of these different companies.

Using hypothesis testing in important marketing and e-commerce decisions

This time, the focus is on e-commerce and digital marketing.

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Hypothesis testing is underutilized in many sectors although it is cheap, effective, and quick.

From manufacturing and medicine to marketing and e-commerce, its applications are abundant.

Quick experiment follows ⬇️

You are contemplating adding a new feature to your e-commerce website.

You are wondering whether this new feature will lift your sales.

You can randomly channel your customers to both sites, i.e. one without the feature and the other with the feature.

You will launch the new feature provided that you are 95% confident that website with the feature will yield more sales than that without the feature.

How would you design this experiment so that you can make a decision based on it?

What do you need to measure? Which metrics?

In this article, I show how you design this experiment and solve this problem cost- and time-efficiently.

Associating Traffic (and all other similar metrics) with Monetization

Many people mistake traffic, you can also add likes and followers in the same basket, as monetization.

For a pure-play e-commerce company, more traffic may not mean more revenues as the conversion rate for a pure-player is at low single digits; however, a decreasing one will almost always result in decreasing revenues.
For omni-channel operations, the relationship is more convoluted.

The path to profitability in an e-commerce venture

The path to profitability and positive cash flows for any online retailer is long and in almost all cases the prospect of success is very low.

Your top line may still be driven and inflated by your pure-click e-commerce activities, lulling you into a false sense of security, but sooner or later you will learn that you need different, probably adjacent, business activities for sustainably positive bottom line and operating cash flows.