Sadorra, Dan Andrei S.

INFOTECH221
MSIT NEW-ERA1

REFLECTION ON SUCCESS OF E-COMMERCE

We all know that e-commerce is already on demand nowadays. Different

technologies have been already used by different e-commerce companies to further
develop the future of buying and selling products, or any transactions online. E-commerce
is important because of the rising of demand of certain products, making them easier,
less-hassle to buy.

We also know that starting and maintaining a business online or having your own
e-commerce is difficult, for reasons that are the same as starting a business physically,
e-commerce needs to be known for its special features, basically the fastest way of
undergoing a transaction online, how clients react to the looks of the interface of an e-
commerce website, how fast will the website respond, and so on.

One example of e-commerce success story is from Finch Goods. It is a Canadian

company that curates the best in Men’s products, created by Richard Lazazzera. He is
also the founder of A Better Lemonade Stand, an online e-commerce incubator that helps
make each of those thousand decisions easier. A resource and community, A Better
Lemonade Stand exists to inspire, educate, and support entrepreneurs, in the early
stages of one’s entrepreneurial journey.

Lazazzera is a regular voice on the Shopify blog, sharing awesome marketing

advice with new and veteran online retailers alike. When he initially launched Finch
Goods, one of the biggest challenges he faced was maintaining the incoming traffic to his
store and getting customers to convert – a challenge every online store must grapple with.

In his original case study, Lazazzera not only talked about the importance of
generating a regular flow of traffic, but he also stressed the importance of crafting a
strategic marketing plan and funnel to retain those customers. He shared, “...I have been
primarily working on refining the ecommerce brand and what Finch Goods stands for. I
have also been curating new products, building a rock-solid marketing foundation for the
site and testing the waters of several marketing channels to determine future direction.
I’ve got some really great things to share with you...” He then further described the
challenges while facing the problem where he states that, “...there have been a few
duplicate websites to Finch Goods popup that are without any shadow of a doubt, direct
copies. The name, logo, store theme, suppliers, products and descriptions are taken
directly from me. I guess it was to be expected. However, I must stay ahead of the
competition so I will be keeping some things to myself.”
 His strategy included upsell offers during checkout to improve his average order
value, newsletter opt-in popup on the company’s website to capture customers’ emails,
abandoned cart emails to remarket to customers who exited the site before making a
purchase, referral offers to transform customers into brand ambassadors, exit-intent
popups with a special offer to make a purchase, retargeting with Facebook pixels and
Adwords, customer loyalty programs to improve returning customer rates, and newsletter
emails with product updates and offers to keep subscribers engaged.

As of this point, Finch Goods is further improving their website for better
interactions and transactions between different parties.
Reference citations:

 https://www.forbes.com/sites/sujanpatel/2016/11/19/10-lessons-you-can-learn-from-10-e-commerce-success-
stories/#1c55ec406786

 https://www.abetterlemonadestand.com/thegreatbuild-inside-6-month-old-ecommerce-business/