This post originally appeared on Inside Retail and InternetRetailing.com.au.
You may not have heard of Redbubble but it is an eCommerce company, launched in Melbourne back in 2006. Essentially, the website allows artists to sell their art, photography and patterns which are printed on a range of items including t-shirts, cushions and phone covers with Redbubble taking care of the sale, manufacturing and shipping. It has attracted artists and customers from around the world and since 2006 has quietly grown to be one of the country’s biggest eCommerce companies with 147.8 million website visitors last financial year and revenue of $114.6 million, growth of 61.2% compared to the previous year.
Redbubble is again forecasting strong growth this financial year with revenue expected to jump by 50.26% to $172.2 million. With the business 10 years old many analysts would assume it has matured and would expect growth to taper off, however they are showing no signs of stopping – so how are they doing it?
Redbubble’s growth in GTV (gross transaction value) since FY08.
The range of eCommerce technologies and platforms for businesses to sell online has come a long way in the last decade. From software solutions that had to be painstakingly downloaded on a 56k modem to the do-it-yourself ‘what you see is what you get’ subscription based platforms we have these days that allow anyone with an idea to set up an online shop cheap.
Taking a walk down memory lane to what we were doing a decade ago in eCommerce, here is one of the first eCommerce websites I launched way back in 2004 which was built with osCommerce and looked…. well not that pretty, which you can see for yourself: Continue Reading
If you have an eCommerce or transactional website which sells online you will no doubt be using email marketing to drive sales. One email technique which you probably aren’t taking advantage of is Browse Abandonment Emails. A lot of case studies have shown great success with this form of email, such as Silverpop’s client SmartPak Equine who generated a 37.6% open rate, 7.4% click-through rate and 44 cents revenue per email sent (compared to $4.80 RPES for their cart abandonment emails).
Conferences are an excellent way to consume information about the online world and I recently looked at the best ones to attend in New Zealand & Australia this year. Its great to attend a conference but with so many going on around the world impractical to attend them all – luckily almost all talks at these conferences are recorded and freely available on video sites to watch. In 2014, a talk by Scott Galloway at Digital-Life-Design conference in New York stood out for me where he details who he thinks will be the big winners and losers in the Digital Age which we are currently in. Find out why he thinks Instagram is on a path for social media success and what the future of eCommerce may hold below.
Most eCommerce companies have put a lot of time and effort into their product descriptions and many go as far as utilising ‘direct sales’ style copywriting for each and every product. This focus on products has a significant effect on the conversion rate of the website (which is good) however it also leads to neglecting other pages of the website such as the category pages. Currently many eCommerce companies do not have any unique content on their category pages which will be impeding their SEO strategy, their ability to rank for certain keywords and their overall sales success.