What is e-commerce? An introduction to online selling

In this business.connected workshop, Lily O'Keefe, commercial strategy director at Publicis Commerce, takes you through the fundamentals of digital commerce: how to generate demand and make as many conversions as possible.

Topics covered in this session

• How to use digital commerce to generate demand

• Ways to make more conversions

• Three consumer trends you should know about

Lily's key points from the webinar

Digital marketing strategies and trends

• Once used for discovery, social channels have now become sales channels, forcing brands to shift their strategies to take advantage of this new trend.

• Adopting a test-and-learn mindset is crucial in keeping pace with the rapid evolution of e-commerce. It encourages businesses to allocate a portion of their budget for experimentation and adaptation.

• Winning eyeballs online is the biggest challenge for brands in the digital environment, unlike the secured shelf space in physical stores.

• 97% of Gen Z consider social media as their top source for shopping ideas, making it crucial for brands to leverage this channel effectively.

• Bidding against search terms allows your ad to show when a consumer searches for specific products, ensuring efficient spending based on cost per click (CPC).

• Amazon dominates product searches, with 61% starting on their platform. That makes it a crucial focus for any e-commerce strategy.

• Online content is integral to how consumers make decisions, playing a role in educating and inspiring shoppers, and increasing conversion rates by 36%.

• Setting up data analytics and understanding data points is crucial if your e-commerce is to be successful.

• Brands are using the algorithm on TikTok to make their content shoppable and capitalise on viral traffic for sales.

Technology and innovation in e-commerce

• Content depth, use of keywords and site structure are crucial for ranking well on Google. As such, online sellers must focus on these aspects of their website.

• Brands should start looking at augmented reality (AR) and virtual reality (VR) to set themselves up for the future of Web 3.0 and enhance the shopping experience.

This webinar is part of a series for business.connected. Check out the other events

Free video training, exclusive offers and workshops

The business.connected hub is a free online training programme of workshops, webinars and e-learning modules designed to help businesses go digital and adopt new technology. Take me to the hub now