e commerce case study report

15 Best Ecommerce Case Studies to Learn From (2024)

Inspiration. 

This word is often repeated by successful entrepreneurs when they’re describing their way to the top. And it’s a powerful word. 

The best way to succeed in business is to learn from the ones who already achieved that. Get inspired by their ideas, ups and downs, and learn more about their approach to overcoming obstacles. 

That’s why we decided to gather 15 inspiring ecommerce case studies that every marketer should learn from. 

Below, you’ll find inspiring stories of successful online stores. Who knows, maybe one day your company will get on such a list.

In this article we’ll go through the following case studies:

• How Ad Hoc Atelier boosted conversions using live chat
• Dollar Shave Club—the secret behind their marketing success
• Procosmet boosts lead generation after installing Tidio
• Glossier’s way to become a $1.2 billion company
• Shockbyte slashes response times with Tidio chatbots
• How Gymshark bulked up into a $1B+ brand
• How Lunya achieved $25M revenue
• Key factors of Sephora’s online store success
• Allbirds’s way to become a billion-dollar sneaker brand
• How Warby Parker reached a $B valuation 
• Story of Happy Box’s online store success
• Amerisleep’s approach to increase checkouts by 14%
• How Envelopes.Com leveraged checkout conversions
• How Beardbrand established their earnings at $120,000 per month
• How Frank Body achieved $20M in annual sales by investing in content marketing

Boost sales in your ecommerce store with chatbots

If you are interested in more insights about ecommerce businesses, be sure to check out the following articles:

• 10 Best Practices for Ecommerce Customer Service
• 10+ Must-Know Ecommerce Statistics [Report]
• 8 Top Ecommerce Platforms Compared & Reviewed

Before we start exploring the best ecommerce case studies, let’s take a step back and answer a simple question—

What is a case study in ecommerce?

In the context of ecommerce, a case study refers to an in-depth analysis of a particular company, project, or situation related to the online retail industry. It involves examining a specific scenario, identifying the challenges, exploring the strategies used to overcome the obstacles, and evaluating the outcomes.

Here’s an example of a case study. This one is about the growth possibilities that Lyro, new conversational AI , can bring to small and medium ecommerce businesses.

A case study in ecommerce typically focuses on real-life examples to provide insights into various aspects of an online business. These include marketing, customer service, logistics, technology implementation, and overall business performance. As such, these studies often highlight successful ecommerce companies or initiatives, showcasing best practices, innovative approaches, and lessons learned.

Having all the basic information covered, let’s jump to the main topic of the article—examples of the best ecommerce case studies.

15 ecommerce case studies: examples and descriptions

Each of the ecommerce business cases discussed below offers unique insights into how to thrive in the ever-evolving landscape of the industry. So, prepare yourself for a series of enlightening experiences and transformative strategies that could very well inspire the next big thing in your own ecommerce venture.

These case studies on ecommerce brands showcase a wide range of achievements, innovative strategies, and effective solutions that have helped businesses attain tremendous success in their respective sectors.

1. How Ad Hoc Atelier boosted conversions using live chat

Ad Hoc Atelier is an Italian ecommerce platform offering exclusive clothing collections and accessories. The company was founded in 2011 and, during its development path, decided to use live chat tools to increase sales. 

More than satisfying. With the help of live chat software , the company managed to increase the conversion rate from 0.35% to 0.9% . Moreover, they reduced cart abandonment rate from 83% to 73% and decreased the average response time from 3h to 1 minute .

The biggest challenge that Ad Hoc Atelier had faced was that more than 4 out of 5 carts on the website were abandoned, which is higher than the industry average — 70% . This was caused by the long response times, cold and generic emails, and the fact that people didn’t want to communicate through phone calls.

The company decided to change that and focus on a more personalized approach to customers, direct messaging, and short response time. What was the outcome?

• Boost in customer engagement

The Ad Hoc Atelier team decided to add a live chat button to their ecommerce website to help visitors through their buyer’s journey. Thanks to that, they were able to recreate the experience of an assistant coming over when you walk into the physical store to help with some suggestions. 

This replication of the physical shopping experience in the online store led the company to improve their customer satisfaction and conversion rates. 

• Goodbye to abandoned carts

The team defeated the worst nightmare of every ecommerce owner — abandoned carts . And achieved that with the help of sales chatbots . 

Their shopping cart abandonment rate dropped by 10%.

• Slashed response time

With the help of live chat tools, the team managed to respond to their customers within a minute at any time of the day. Thanks to that, the company makes the most out of the traffic on its website. Also, live chat helps them increase conversion rate, catch new selling opportunities, and maintain a high quality of every conversation. 

Use chatbots to generate more leads for your online store

Read more: This is only a short description of what Ad Hoc Atelier achieved thanks to Tidio tools. Be sure to check out the full case study to get details of how the company increased the conversion rate with live chat and chatbot solutions.

2. Dollar Shave Club—the secret behind their marketing success

Dollar Shave Club is a subscription-based ecommerce company that primarily focuses on providing men’s grooming products. The company was founded in 2011 with the goal of offering affordable, high-quality razors and other personal care products directly to consumers.

The company is one of the most famous D2C (direct-to-consumer) brands in the world and surely deserves that status. Once they published the video “Our blades are f***ing great”, it became viral within just a few days!

And, although the video is from 2012, Dollar Shave Club is still using this slogan. Just look at their website.

But only one catchy slogan won’t make your company a successful business. So, what lies behind the massive success of Dollar Shave Club? Let’s take a closer look at three essential points of this ecommerce marketing case study.

• Perfectly prepared unique value proposition (UVP)

Dollar Shave Club emphasized its value proposition of providing high-quality razors at an affordable price, delivered conveniently to customers’ doors. They addressed the pain points of their target audience by offering a cost-effective alternative to expensive razor brands and the inconvenience of in-store purchases.

• Subscription model

Dollar Shave Club’s subscription model allowed customers to conveniently receive razor refills on a regular basis, eliminating the hassle of remembering to buy new razors. This model not only ensured customer loyalty but also provided recurring revenue for the company. 

• Data-driven marketing

The business also utilized data and analytics to optimize marketing efforts. This is essential while streamlining marketing or sales funnels—in fact, 77% of professionals say they track their acquisition and sales funnel performance as part of their analytics. The Dollar Shave Club team tracked customer behaviors, preferences, and purchasing patterns to personalize marketing messages, improve targeting, and refine their overall marketing strategy.

All these strategies helped the Dollar Shave Club team build brand awareness, attract new prospects, retain customers, and establish the company as a major player in the men’s grooming industry.

3. Procosmet boosts lead generation after installing chatbots

Procosmet is a luxury brand offering haircare and beauty treatment products for a variety of needs. These include shampoos, conditioners, and vial treatments that are 100% natural and made with the purest of essential oils. 

The business started with an idea of a blue glass vial for essential oils and active principles. Procosmet is now divided into two brands, Napura and MTJ, which create care products inspired by nature.

Thanks to chatbots and live chat solutions provided by Tidio, Procosmet managed to significantly improve its main success indicators. These include five times higher lead generation per month and a 27% increase in conversion rates . On top of that, one-third of their revenue is now made thanks to Tidio tools!

But how did they achieve that? Let’s get into the details.

The main challenge the Procosmet team faced was managing orders. Such tasks as canceling, modifying, and refunding were very time-consuming for support agents. That’s because they had to do it “manually”—ask for the order number, open the Shopify store, search for the order, and make the requested changes. 

That’s why the Procosmet team decided to let the automation tools help their representatives with repetitive tasks. And it turned out to be a great decision. 

• Boost in sales

Before installing Tidio on their website, Procosmet used to gather about 10–30 leads per month. But, when they switched to Tidio as their customer service automation provider, the number of leads increased to over 100 prospects!

Also, with the help of the newsletter chatbot and Tidio’s email marketing tool, the company achieved, just out of a one-off campaign, a return on investment of over a 1,000EUR.

• Stable conversion rates

Procosmet also struggled with a lot of spikes in the conversion metrics. That was problematic especially when planning sales goals for the next months, analyzing marketing campaigns, etc. But once they implemented Tidio+ , the problem disappeared. 

Read more: Be sure to check out the full story to learn about all the benefits Procosmet experienced using Tidio .

4. Glossier’s way to become a $1.2 billion company

Glossier is a beauty and skincare brand that has gained popularity for its minimalist and inclusive approach to beauty products. Founded by Emily Weiss in 2014, Glossier aims to create a more personalized and simplified beauty experience for its customers.

But how did Glossier manage to grow that much?

Let’s get into details of one of the most inspiring ecommerce conversion rate optimization case studies.

One key factor in Glossier’s success was its D2C model. This strategy was powered by cutting out traditional retail channels and selling directly to customers through its website and physical stores. Thanks to that approach, Glossier was able to maintain control over the entire customer experience and gather valuable data on consumer preferences.

• Strong presence in social media

Glossier also prioritized building a strong online community and cultivating a sense of inclusivity. Through social media platforms, particularly Instagram, Glossier encouraged user-generated content and engaged with followers, creating a sense of authenticity and trust. This approach helped the brand to resonate with millennial and Gen Z consumers who were seeking a more personalized and relatable beauty experience.

• Focus on customer feedback

Furthermore, Glossier emphasized the importance of customer feedback and product iteration. The company actively listened to its customers, taking their suggestions and needs into account when developing new products or improving existing ones. This iterative approach allowed Glossier to continuously evolve its offerings and maintain a loyal customer base.

As a result, Glossier successfully carved out a niche in the beauty industry and achieved remarkable growth, ultimately reaching a valuation of $1.2 billion . But it wouldn’t happen if not for the masterly combination of a strong D2C strategy, a focus on community building, an inclusive and relatable brand image, and a commitment to customer feedback.

5. Shockbyte slashes response times with Tidio chatbots

Shockbyte is a leading game server provider known particularly for Minecraft hosting. The company provides high-performance server hosting services at affordable prices to gamers and server owners globally. Apart from Minecraft, Shockbyte also offers server hosting for games like ARK: Survival Evolved, Rust, and more.

But how did Shockbyte benefit from using chatbot solutions? Here are the results of one of our own ecommerce digital marketing case studies:

• Focus on increasing customer satisfaction 

First and foremost, the Shockbyte team decided to put an emphasis on customer satisfaction. In fact, they managed to boost this metric by 16% within the first few months of using the tool. 

"Our customer satisfaction saw a healthy 16% increase—this is despite us having some of our busiest months this year." Mitch Smith Founder of Shockbyte

• Slashing response time

You won’t build a positive brand experience if you make your clients wait hours for an answer. And Shockbyte knows that. By implementing a chatbot widget on their website, they managed to decrease the waiting times by a whopping 26%. 

It was possible thanks to the “nature” of chatbots and support requests. Significant part of the questions applied to the same issue and could be solved with the same answer. And that’s the place where chatbots come into play. They allow companies to respond to the most commonly asked questions automatically and within seconds.

• Sales boosted by bots

The Shockbyte team decided to go further and use conversational bots to increase sales. With the help of chatbots, they managed to approach potential customers browsing specific product pages. Also, supported by AI chatbot automation , they tested out a variety of sales tactics powered by AI to find the most efficient way of gathering prospects.

And last but not least, by using sophisticated analytics tools, the Shockbyte team managed to categorize chats with their customers. Thanks to that, support and sales agents are provided with the essential customer information pack when they enter the conversation with them.

Read more: Read the full case study in which we describe Shockbyte’s success story . 

6. How Gymshark bulked up into a $1B+ brand

Gymshark is a fitness apparel and accessories brand that has gained significant popularity in the sports industry. Founded in 2012 by Ben Francis and his friends, Gymshark has become a global brand known for its stylish and functional activewear.

One of the key factors in Gymshark’s success was its ability to tap into the fitness and wellness trend. The brand started selling gym apparel from Ben’s garage but quickly gained traction by catering to the fitness community’s needs for stylish, functional, and affordable workout clothing.

But what made them so successful in the competitive fitness industry? Let’s take a closer look at one of the most intriguing ecommerce case study examples.

• Perfectly tailored marketing strategy

Gymshark’s marketing strategy played a crucial role in its growth. The brand leveraged social media platforms like Instagram and YouTube to showcase its products’ functionalities and engage with its target audience.

Gymshark’s user-generated content (UGC), featuring fitness enthusiasts wearing their clothing, created a strong sense of community and authenticity. This approach resonated with fitness enthusiasts who felt a connection to the brand and its values.

• Collaborations with influencers

Influencer marketing also played a significant role in Gymshark’s rise to success. The brand collaborated with fitness influencers and athletes who aligned with its brand image and target market.

The partnerships with influencers helped Gymshark reach a wider audience and gain exposure in the fitness community.

• Agility and adaptability of the brand

Furthermore, Gymshark’s agility and adaptability were also key factors in its success. The brand consistently listened to its customers, actively seeking feedback and making improvements based on their input. This iterative approach allowed Gymshark to continuously evolve its product range, expanding beyond gym wear to include athleisure and lifestyle apparel.

Overall, Gymshark’s success as a $1B+ brand can be attributed to its strategic marketing efforts, strong online presence, influencer collaborations, commitment to its target audience, and adaptability in response to customer feedback. By effectively tapping into the fitness and wellness market and creating a community-driven brand, Gymshark established itself as a prominent player in the industry.

7. Lunya, a luxury loungewear brand that achieved $25M revenue

Lunya is a clothing brand that aims to redefine comfort and style for modern women. Founded by Ashley Merrill in 2014, Lunya focuses on creating high-quality, functional, and aesthetically pleasing sleepwear and loungewear that can be worn both inside and outside the home.

So, what makes Lunya’s ecommerce store so successful? Let’s dive into more details of this ecommerce case study. 

• Well-planned D2C model

Lunya’s D2C model played a significant role in its revenue growth. By bypassing traditional retail channels and selling directly to consumers through its website, Lunya was able to control the entire customer experience . This approach allowed the brand to build direct relationships with customers , gather data on teams’ preferences, and provide personalized shopping experiences. The D2C model also allowed Lunya to maintain higher profit margins to reinvest in product development and marketing.

• Astonishing customer experience

Additionally, Lunya placed a strong emphasis on customer experience and engagement. The brand prioritized exceptional customer service, providing detailed product information, size guides, and responsive support. Lunya actively sought customer feedback, making adjustments to its products and services based on the insights provided. This customer-centric approach fostered loyalty and word-of-mouth recommendations, driving revenue growth.

Read more: Learn how to build an excellent customer experience strategy to provide the best possible shopping experience. 

• Effective marketing strategy

Lunya also leveraged digital marketing strategies effectively. The brand utilized social media platforms, influencer collaborations, content marketing, and SEO to build brand awareness and engage with its target audience. By partnering with influencers and leveraging user-generated content, Lunya expanded its reach and credibility, particularly among millennial and Gen Z consumers.

Read more: Read more about improving customer engagement with dedicated customer service chatbots .

Through a combination of the featured tactics, Lunya achieved $25 million in revenue. The brand focused on delivering a luxurious and elevated sleep experience, alongside ensuring a strong online presence and customer engagement. This allowed Lunya to carve out a niche in the sleepwear market and attract a loyal customer base.

8. Key factors of Sephora’s online store success

Sephora is a leading multinational beauty retailer known for its wide range of cosmetics, skincare, haircare, and fragrance products. It was founded in France in 1969 and has since become a global beauty destination with stores in numerous countries. Sephora offers an extensive selection of beauty brands, including both established names and emerging, independent companies.

The story behind Sephora’s online store success lies in its strategic approach to embracing ecommerce and catering to the needs of their beauty-savvy customers. Now, let’s go through the three key factors that contributed to Sephora’s online store success. 

• Seamless user experience

Sephora prioritized creating a seamless and user-friendly online shopping experience. Their online store was designed with intuitive navigation, comprehensive product information, and personalized recommendations. They optimized the website for different devices and platforms (iOS, Android), ensuring a consistent and convenient experience for customers.

• Social media engagement

The beauty giant’s team actively engaged with their customers on social media platforms, creating a community of beauty enthusiasts. Sephora responded to customer queries, shared user-generated content, and provided real-time updates on promotions and new releases through social channels. This social media presence amplified brand visibility and fostered a sense of connection with the audience.

Read more: Learn how to automate customer service activities like answering product-related questions on social media with the help of conversational tools.

• Continuous innovation and adaptation

The brand also consistently embraced technological advancements and market trends to enhance the online store. Sephora introduced features such as augmented reality, chatbots , and personalized product recommendations to stay ahead of the competition and provide a cutting-edge shopping experience.

And there you have it—multiple strategies Sephora used to successfully build a thriving online store.

The strategic approach has enabled the company to cater to the evolving needs of beauty enthusiasts, providing a convenient, personalized, and engaging shopping experience that sets them apart in the industry.

9. Allbirds’s way to become a billion-dollar sneaker brand

Allbirds is a footwear company that specializes in producing sustainable and comfortable shoes. They are known for their minimalist designs and use of eco-friendly materials.

Allbirds achieved remarkable growth, going from a small startup to a billion-dollar sneaker brand in just four years. But how did they do it?

Let’s take a closer look at the foundations of their huge blast.

• Unique product offering

Allbirds differentiated itself by creating comfortable, eco-friendly sneakers made from renewable materials like merino wool and eucalyptus fibers. The brand combined sustainable practices with minimalist design, appealing to consumers seeking both style and eco solutions.

• Word-of-mouth marketing

Word-of-mouth marketing is a powerful tool for staying on top of the numerous ecommerce brands in your niche. And Allbirds knows that. The brand focused on creating exceptional products that generated positive customer experiences, leading to enthusiastic recommendations and social media buzz. Influencers and celebrities also played a role in promoting Allbirds, further amplifying its brand awareness.

• Innovative marketing strategies

The company employed creative marketing strategies to stand out in a competitive market. For instance, they used humor and storytelling in their advertising campaigns (on Google Ads, social media platforms), highlighting the unique features and benefits of their products. Allbirds also leveraged social media platforms to engage with shoppers, share their sustainability mission, and showcase user-generated content.

And here we are. By combining the above strategies and tactics, Allbirds experienced exceptional growth, becoming a billion-dollar sneaker brand within a short span of four years.

10. How Warby Parker reached a $1.7B valuation

Warby Parker is an eyewear company that specializes in offering stylish and affordable prescription glasses, sunglasses, and contact lenses. The company disrupted the traditional eyewear market with a unique direct-to-consumer model, including a Home Try-On program. Also, this eyewear mogul seamlessly merges e-commerce with select physical storefronts, emphasizing both fashion and social responsibility.

Here are the key factors that contributed to its success.

• Seamless online experience

Warby Parker prioritized creating a seamless online shopping experience by investing in user-friendly website design. The brand also offered virtual try-on tools that allowed customers to verify multiple frames before making a purchase decision. The combination of convenience and a hassle-free shopping process contributed to its success as an ecommerce platform.

• Customer-centric approach

Warby Parker revolutionized the eyewear industry with its customer-centric approach by introducing a Home Try-On program, allowing individuals to test frames at home before buying. They combined transparent, affordable pricing with a commitment to social responsibility through their “Buy a Pair, Give a Pair” initiative.

Even as a digital-first brand, they seamlessly integrated brick-and-mortar experiences, ensuring personalized service at every touchpoint.

Read more: Discover how to measure customer satisfaction in 6 easy steps .

• Data-driven decision-making process

Warby Parker leveraged data analytics to make informed business decisions. The company collected and analyzed customer data to gain insights into client preferences, purchasing behaviors, and market trends. This allowed Warby Parker to optimize its product offerings, marketing strategies, and inventory management.

Read more: If you’re looking for customer database software , be sure to check out our list of the best solutions in this category.

By combining an effective business model with a strong brand identity, a customer-centric approach, Warby Parker achieved a $1.7 billion valuation and established itself as a leading ecommerce site in the eyewear industry.

11. Story of Happy Box’s online store success

This case study for ecommerce presents a story of Happy Box —a bespoke gifting company. They create expertly crafted gifts, sent in a few clicks. The company significantly increased its online store revenue by implementing various strategies that resulted in a tenfold growth.

But how did they achieve it?

• Enhanced customer support and communication

The company prioritized providing exceptional customer support. Happy Socks improved their response time to inquiries and ensured effective communication throughout the customer journey . This focus on offering quality support helped to build trust and loyalty, contributing to increased online sales.

• Implementation of customer retention strategies

In addition, Happy Box implemented strategies to retain existing customers and encourage repeat purchases. They offered loyalty programs, exclusive discounts, and special promotions to reward customer loyalty. By prioritizing customer retention , Happy Box generated a consistent stream of revenue from repeat customers.

• Continuous testing and optimization

The company conducted testing and optimization to improve its online store performance. They analyzed customer data, monitored their ecommerce conversion rates , tracked landing pages performance, and implemented changes based on data-driven insights. This iterative approach allowed them to continually enhance their website and marketing strategies to maximize revenue.

By implementing all these strategies and managing the omnichannel marketing project, Happy Box created a $100M dollar business. Their focus on improving the customer experience, expanding product offerings, and implementing effective marketing strategies contributed to their significant growth and success.

12. Amerisleep’s approach to increase checkouts by 14%

Amerisleep is a well-known mattress and sleep products brand. They specialize in designing and manufacturing high-quality mattresses, adjustable beds, pillows, and other sleep-related accessories. The company is committed to providing clients with a comfortable and restful sleep experience by combining innovative technologies, eco-friendly materials, and a focus on customer satisfaction.

Thanks to their inventive approach to presenting the benefits of their products, they managed to increase checkouts in their online store by 14% .

But was it the only reason for their massive success?

Of course not. Let’s dive into the foundations of Amerisleep’s great results in the ecommerce industry. 

• Cart abandonment recovery

Amerisleep implemented shopping cart abandonment recovery strategies, such as sending automated email reminders to customers who added items to their cart but did not complete the purchase. These emails can include personalized incentives, such as discounts or free shipping, to entice customers to return and finalize their order.

• Mobile optimization

Given the increasing prevalence of mobile shopping, Amerisleep also optimized its checkout process for mobile devices. They implemented a responsive design, ensuring that their website and checkout pages are user-friendly and visually appealing on smartphones and tablets.

• A/B testing and conversion optimization

Amerisleep employed A/B testing and conversion rate optimization techniques. This involved experimenting with different design elements, popup ads, layout variations, copywriting, and pricing strategies to identify the most effective combinations.

It’s important to note that without access to specific details of Amerisleep’s strategies, the above points are speculative but commonly utilized practices in ecommerce to increase checkout rates. The actual methods employed by Amerisleep may vary, but these general approaches can serve as potential insights into their success.

13. How Envelopes.com leveraged checkout conversions

Envelopes.com is an online retailer that specializes in selling a wide variety of envelopes, packaging items, office supplies, and other related products. The company serves individuals, businesses, organizations, and event planners who require a wide selection of products.

Their offerings encompass both standard and special envelopes, along with customization services, to meet various mailing, packaging, and stationery needs.

The company achieved a 40% increase in conversions . How?

Let’s find out in this case study of ecommerce.

• Abandoned cart emails

Envelopes.com implemented an effective abandoned cart email strategy. When a customer adds items to their cart but doesn’t complete the purchase, the company sends follow-up emails reminding them of the items left behind. These emails include persuasive messaging, personalized recommendations, and sometimes offered incentives like discounts or free shipping to encourage customers to complete their checkout.

• Personalized recommendations and cross-selling/upselling

The use of data to provide personalized product recommendations significantly improved the shopping experience, leading to increased conversions . Additionally, by implementing cross-selling and upselling strategies, Envelopes.com was able to boost the average order value (AOV), leading to increased revenue.

• A/B testing and optimization of email campaigns

Envelopes.com continuously conducted A/B testing and optimization to improve their follow-up strategies. They experimented with different email templates, subject lines, incentives, and timing to identify the most effective approaches that would attract their subscribers and new customers. By analyzing data and implementing changes based on the insights, they refined their follow-up tactics to maximize conversions.

These strategies helped them recover potentially lost sales, foster customer loyalty, and drive revenue growth.

Read more: Check out the most effective follow-up email techniques you can use to increase your conversion and email open rate.

14. How Beardbrand established their earnings at $120,000 per month

Beardbrand is a grooming company that focuses on providing high-quality products for beard and facial hair care. They specialize in offering a range of grooming products, including beard oils, beard balms, beard washes, mustache waxes, and grooming tools.

The company achieved a monthly revenue of $120,000 by leveraging its unique branding. Here’s how their branding efforts contributed to their success. 

• Niche focus and embracing beard culture

Beardbrand found a unique niche within the grooming market and capitalized on it— beard care. By centering their brand around the celebration of beard culture, they positioned themselves as more than just a grooming product company. By doing this, the beardbrand team created a strong brand identity and connected with a dedicated audience on a deeper level.

• Authenticity and storytelling

Beardbrand’s branding emphasized authenticity and storytelling. They shared the personal journey and experiences of their founder, Eric Bandholz, in building the brand and embracing the beard lifestyle. This storytelling approach resonated with customers, creating a sense of connection and trust.

• Engaging content marketing and community building

Beardbrand heavily invested in content marketing, creating engaging, informative, and entertaining content about beard care, grooming, and lifestyle topics. This not only positioned them as a trusted authority but also drove customer engagement. Simultaneously, they actively built a community around their brand, encouraging user-generated content, feedback, and social media interaction.

The above tactics and activities resulted in a loyal base of customers and brand advocates, significantly contributing to their revenue growth. All these different branding efforts coupled with quality products and engaging marketing strategies, contributed to their huge monthly revenue.

15. How Frank Body achieved $20M in annual sales by investing in content marketing

Frank Body is an Australian-based skincare company that gained popularity for its range of coffee-based body and skincare products. The company focuses on creating natural and cruelty-free products designed to exfoliate, hydrate, and nourish the skin.

What’s interesting is that they achieved a whooping $20M in annual sales by making significant investments in content marketing. So, what exactly did they do?

• Engaging and shareable content

Frank Body created content that was entertaining, relatable, and shareable. They developed a distinctive brand voice that resonated with their target audience, primarily millennials. Their strategy included blog posts, social media content, and videos that focused on promoting self-care, body positivity, and natural beauty. These activities played a significant role in attracting and retaining their target audience.

• Educational and informative content

The company also used content marketing to educate and inform its audience about the benefits of its products and the importance of skincare. They provided valuable tips, tutorials, and guides on topics such as exfoliation, skincare routines, and ingredient benefits. This approach positioned them as experts in the skincare industry, building trust and credibility among their customers.

• User-generated content and influencer partnerships

Encouraging user-generated content and partnering with influencers greatly enhanced the brand’s reach and credibility. By urging customers to share their experiences with the products and by collaborating with influencers, Frank Body was able to generate authentic engagement, social proof, and increased visibility among new audiences.

All in all, Frank Body’s content marketing efforts not only generated brand awareness but also built a loyal customer base that resonated with their values and product offerings.

Ecommerce case studies—key takeaways

There is no one-size-fits-all approach to growing a successful ecommerce business. As demonstrated in their respective case studies, the companies highlighted above achieved ecommerce success through various strategies. 

No matter if the strategies included revamping of copy, personalizing customer messages, or focusing on brand building, experimentation played a major role for most of these brands.. Testing changes and tracking their results led most of these companies to find what worked for them—something you, too, can apply to your business.

And though experimentation may be daunting, consider how your failures can point your business in the direction of growth. Whether you make small tweaks or large adjustments, the room for error also means room for opportunity.

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Content Writer at Tidio. One of those lucky people who turned their hobby into a job. Krzysztof loves wordplay, so beating him in Scrabble is almost impossible.

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Top 10 Inspiring E-Commerce Case Studies To Learn From

CEO Avada Commerce

Maintaining relevance should be a primary concern in the fiercely competitive realm of digital commerce.

With that in mind, in this article, we’ve compiled the following eight real-world e-commerce business case studies to assist you in attracting more customers and boosting revenue.

Key Takeaways

• The article highlights 10 businesses that enhanced their e-commerce performance using Bloomreach solutions, including Bosch, Topdanmark, The Vitamin Shoppe, Albertsons, HD Supply, My Jewellerry, Debra’s, Burrow, Rakuten 24, and Al-Bahar.

Bosch Power Tools, part of the global Bosch Group, understands the importance of keeping pace with industry trends, especially those influenced by Amazon. Their case study about e-commerce is among the most famous examples of how an eCommerce brand overcomes its challenges.

Given their multiple international sites, Bosch recognized the need for a tailored digital experience for its customers. Their main challenge was offering unique experiences for each country while presenting a cohesive global presence.

Bosch established uniform technology systems and processes to address this challenge. This wasn’t just about control but about boosting momentum in every region.

Bosch then adopted a headless commerce approach, paired with Bloomreach Content. Unlike traditional systems, headless commerce separates the back and front ends. Combined with Bloomreach Content, this strategy allows Bosch to update the front end without disrupting operations, making processes more efficient.

As a result, Bosch can now quickly introduce features worldwide, aligning with the company’s goals and offering custom experiences from one country to another.

Additionally, Bosch has teamed up with Bloomreach and SAP. The Bloomreach Commerce Experience Cloud integrates seamlessly with the SAP Commerce Cloud, a key component of SAP’s Industry Cloud Program available on the SAP Store. This partnership enables Bosch to offer personalized experiences across all channels for every customer journey.

Topdanmark, Denmark’s second-largest insurance company, is committed to managing insurance and pension schemes for its customers while building trust. As it advances in the digital realm with Bloomreach Content, Topdanmark encountered challenges common to many financial services companies. 

The main challenges of Tondanmark include dealing with cumbersome legacy systems filled with customer data and creating custom customer elements rapidly. In choosing a platform for their digital experience, Topdanmark sought a solution that met three critical criteria:

• Ongoing product development.
• An easier way to share content across multiple brands.
• A customer-centric online experience.

Solutions  

Topdanmark sought a continually updated platform with a vibrant developer community capable of integrating with top-tier technologies and enabling its developers to enhance user experiences. Thus, they turned their attention to open-architecture CMS platforms.

For them, flexibility was crucial. They needed to test and assess new features for customers quickly. This includes letting customers easily enhance their primary insurance coverage. After seeing vital positive feedback, they made this feature a permanent option.

In their search for a platform that supported rapid innovation, Topdanmark found Bloomreach Content to be the perfect fit. With Bloomreach Content, Topdanmark smoothly shifted 500 URLs over 13 two-week periods. They also set up a responsive CMS designed for current and future efficiency.

The Vitamin Shoppe

The Vitamin Shoppe®, a global wellness retailer, offers customers reliable products, advice, and services for their wellness journey. They observed that, although their search function efficiently helped customers find specific items, there was room to enhance their category browsing experience.

A Health Enthusiast would help uncertain customers by recommending products tailored to their needs in physical stores. Yet, before using Bloomreach, The Vitamin Shoppe had no online system to offer this level of personalized guidance.

To address and optimize its category pages, The Vitamin Shoppe incorporated Bloomreach Search and Merchandising to entice more site visitors into exploring and searching for products.

Upon deploying Bloomreach Discovery, The Vitamin Shoppe witnessed an uplift of 11% in the add-to-cart rate for category pages. Additionally, there was a 2% surge in revenue per visitor (RPV) for those who initiated their journey via these category pages. 

In the realm of search pages, after a mere two weeks post-implementation, The Vitamin Shoppe observed a 7.73% enhancement in the search add-to-cart rate, a 6.51% ascent in the search average order value (AOV), and a 5.69% rise in RPV (Source: bloomreach ).

These advancements boosted The Vitamin Shoppe’s revenue and enriched the shopping experience for their customers, further aiding them in their pursuit of wellness objectives.

Albertsons – an e-commerce case study

Albertsons, a company committed to delivering a consistent and unique omnichannel customer experience, has always been at the forefront of e-commerce innovation. As one of the first grocery chains to initiate online delivery in the 2000s, Albertsons has consistently strived to offer customers personalized content that enhances brand loyalty, making it one of the most innovative grocery brands in the market.

Albertsons saw that over half of e-commerce sales came from search and knew they needed better search results for their loyal customers.

In physical stores, shoppers usually start with a list and know where items are. Online, they begin with a search. Bloomreach Discovery’s Semantic Search uses natural language processing, detailed attribute extraction, and previous visitor actions to show the most relevant products.

Thanks to Bloomreach Discovery, Albertsons used artificial intelligence to give sharper search results, making their brand experience more personal for shoppers. Beyond tailored search results, Albertsons also began suggesting products using Bloomreach’s algorithms.

After adding Bloomreach Discovery, Albertsons saw a 25% jump in the speed of building shopping baskets, showing that customers found what they wanted faster.

HD Supply, a large company, is updating its digital strategy to address ongoing challenges and better serve customers in today’s digital world. Their e-commerce team looked into their current systems and how customers used them. They found that customers wanted a faster, more dependable way to buy items.

So, HD Supply focused on making it easier for customers to quickly find and buy products, helping them return to their day. A vital part of this was upgrading the add-to-cart feature.

HD Supply realized that using ready-made technology would reduce the need for heavy changes later. So, they picked Bloomreach Discovery for their site search needs.

Understanding customers wanted faster shopping, HD Supply revamped its search feature. Customers can see product details from the search bar and add items to their cart directly.

HD Supply used the Bloomreach algorithm for most search results to lighten their team’s load. The company noticed a 16% rise in search-related revenue thanks to these changes, showing how well the Bloomreach system works.

My Jewellery

My Jewellery – an e-commerce case study

In a world where consumers are increasingly concerned about data protection, businesses are becoming more cautious about data collection. This includes My Jewellery, a Netherlands-based clothing and jewelry retailer. My Jewellery aims to enhance the customer experience for its loyal patrons while respecting their personal data privacy. 

My Jewellery used Bloomreach Engagement to lead in collecting zero-party data. They introduced a unique approach that engages customers while valuing their privacy.

With their “style profile test,” customers simply indicate if they like a shown item. This game boosts customer experience without compromising privacy. Items appear individually; customers click a heart or X to share their tastes. Based on this, My Jewellery creates a personalized style profile.

After sharing an email, customers get their style profile based on their choices. This method has proven beneficial. Emails using style profile data had a 20% higher open rate than regular campaigns, highlighting the importance of such innovative data collection.

DeBra’s, an Australian company specializing in women’s undergarments, lingerie, and swimwear since 2000, has seen substantial growth in online and offline channels over the past 21 years. 

The advancement of modern technologies led to DeBra’s online business exceeding its expectations, necessitating a new online platform to facilitate future growth. Amid the COVID-19 pandemic, with the surge in women shopping online, DeBra’s aimed to ensure their online presence could deliver a digital experience equivalent to an in-store fitting.

DeBra’s team identified BigCommerce as the optimal solution for their business, logistics, and marketing needs. BigCommerce’s open API functionality allowed DeBra’s website to easily integrate with other technologies, such as a POS system, enhancing its marketing and customer experience. 

BigCommerce also enabled DeBra’s to launch a virtual fitting service. Their in-store staff serves as virtual assistants in this service, helping customers enjoy a professional, digitally appropriate experience.

Burrow – an e-commerce case study

Burrow, a B2C furniture store established in 2017, was founded to eliminate the inconveniences of traditional furniture shopping. However, once their business achieved $3 million in sales, they encountered system issues with their existing online platform. Their business growth had outpaced their eCommerce solution. 

Additionally, the Burrow team needed practical content management tools that would allow them to update landing pages without requiring extensive technical expertise.

Burrow separated their website’s front and back ends using headless commerce. This approach provided them with the flexibility to create a unique shopping experience. Thanks to a headless CMS, the Burrow team could freely use available templates and customize marketing-focused content as needed. 

They could continually update and adjust content across channels to align with targeted customers. Furthermore, Burrow recognized the importance of offering customers unique logistical features, including the ability to delay orders and require signatures on delivery.

Rakuten 24, an online branch of Japan’s top e-commerce company, Rakuten, sells everyday items like groceries and healthcare products. Seeing the fast rise of mobile shopping, Rakuten 24 aimed to create a top-notch mobile experience for its users.

Although Rakuten 24 is newer to Japanese consumers, pouring a lot of resources into making specific apps for iOS and Android might not be the best move. Instead, they felt a well-designed, user-friendly mobile website could be a more innovative alternative for Rakuten 24’s mobile presence.

Rakuten 24 built a Progressive Web App (PWA) to increase market share and improve user retention to deliver a seamless web experience across all browsers. Their PWA successfully combined the best features of native apps with the extensive reach of the mobile web. Rakuten 24 also provided a detailed guide on manually installing the PWA on Android and iOS devices for mobile web users.

Based in Kuwait, Al-Bahar is a leading supplier of FMCG products, electronics, and office tools from top brands like Unilever and GE. It’s a trusted name in the Middle East. However, despite its strong reputation and heavy website traffic, 

Al-Bahar faced web issues like slow speeds and frequent downtimes. The main causes were poor hosting choices, an outdated CMS, and using Magento 1, which was no longer supported.

Given the website’s needs, a significant overhaul was in order, but this came with risks like data loss and compatibility problems. Al-Bahar needed to be careful.

After teaming up with SimiCart, a recognized PWA development agency, Al-Bahar updated its site based on SimiCart’s guidance. SimiCart suggested transitioning the front end to a Magento PWA and shifting from Magento 1 to Magento 2 for the backend. 

This transition not only ensured data preservation but also boosted the store. With a PWA interface, Al-Bahar enjoys faster speeds, greater adaptability, and a smoother user shopping experience.

Bottom line

These eCommerce case studies unveil novel strategies and tactics on how others have tackled challenges in the eCommerce field. You can learn from their experiences to overcome challenges while running an eCommerce business. Follow our next articles to explore additional information related to case study email examples or case study questions examples . 

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  5 eCommerce Cybersecurity Case Studies [2024]

  Cybersecurity has emerged as a cornerstone of successful eCommerce operations in the rapidly evolving digital marketplace. As online businesses expand their reach, they become prime targets for cyberattacks that can jeopardize customer trust and financial stability. This blog delves into five case studies of cybersecurity incidents affecting eCommerce businesses. Each case offers valuable lessons on the vulnerabilities faced and the strategies implemented to mitigate risks and enhance security protocols. It provides crucial insights for businesses aiming to fortify their cyber defenses.

  Related: Telecom Cybersecurity Case Studies

  Case Study 1: LuxeCart Inc.

  LuxeCart Inc. operates in the eCommerce sector, specializing in luxury goods. The company, with a workforce of 300, serves over one million customers globally and generates approximately $200 million in annual revenue. Known for its premium service and high-quality products, LuxeCart has established a significant online presence.

  • Date of Incident:  March 15, 2023
  • Type of Attack:  Ransomware
  • Point of Entry: Phishing email targeting an employee

  Incident Report:

  The cybersecurity breach at LuxeCart Inc. was initially detected through the company’s network monitoring tools, which identified abnormal outbound traffic patterns. This anomaly was picked up less than four hours after the breach, signaling an efficient detection system. The attack was traced back to a phishing email that an employee inadvertently opened, which deployed ransomware across the network.

  The ransomware quickly encrypted vital data, including customer transaction histories and credit card information, and demanded a ransom paid in cryptocurrency. The attack threatened the integrity and confidentiality of LuxeCart’s data and posed severe reputational risks.

  Immediate Response Actions:

  • The incident response team was swiftly activated to assess and address the situation.
  • Compromised systems were quickly isolated to prevent the ransomware from spreading further.
  • Law enforcement and cybersecurity experts were notified to aid in the response and potential pursuit of the perpetrators.

  Communication Strategy:

  LuxeCart adopted a transparent communication approach in response to the crisis. The company informed its customers and stakeholders through direct emails and issued press releases to manage the public narrative. Updates were also consistently provided via LuxeCart’s social media platforms, ensuring all parties were informed of the situation and the steps taken.

  Resolution and Post-Incident Actions:

  LuxeCart decided against paying the ransom despite the pressure. Instead, the company restored its data from backups that were fortunately unaffected by the attack. After the incident, LuxeCart comprehensively reviewed its cybersecurity policies and systems. This led to:

  • The implementation of more stringent access controls and the introduction of multi-factor authentication for all internal systems.
  • A comprehensive cybersecurity training program was implemented company-wide to educate employees on best practices and phishing prevention.
  • Regular audits and updates to the company’s cybersecurity infrastructure were scheduled to prevent future incidents.

  Impact Analysis:

  • Short-Term:  The attack’s immediate aftermath saw LuxeCart’s online operations shut down temporarily, resulting in a direct financial loss of around $5 million. Additionally, the company faced several lawsuits filed by customers whose data was compromised.
  • Long-Term: LuxeCart invested heavily in overhauling its cybersecurity measures and rebuilding its reputation. These actions gradually restored customer confidence and positioned LuxeCart as a leader in responsible data management within the eCommerce industry.

  Lessons Learned:

  The LuxeCart incident underscores the critical importance of proactive cybersecurity measures, especially in eCommerce sectors where consumer data is a prime target. Regular employee training, robust monitoring systems, and an effective incident response plan are indispensable components of a comprehensive cybersecurity strategy. Moreover, the incident highlights the value of having resilient data recovery processes to ensure business continuity in the face of cyber threats.

  Case Study 2: TechGadgetry Inc.

  TechGadgetry Inc. is a leading online retailer in the consumer electronics market, serving millions of customers worldwide. The company boasts yearly revenue of approximately $500 million and employs around 800 people. TechGadgetry is renowned for its wide range of products and competitive pricing.

  • Date of Incident:  August 10, 2023
  • Type of Attack:  SQL Injection
  • Point of Entry: Vulnerable web application

  On August 10, 2023, TechGadgetry faced a major security breach when attackers exploited a SQL injection vulnerability in one of its primary online shopping platforms. The breach was discovered when customers reported unusual transactions on their accounts, which were traced back to unauthorized access to the company’s database. The SQL injection enabled attackers to bypass authentication and access customer data such as names, addresses, payment details, and purchase histories. This breach exposed sensitive customer information and placed significant financial liabilities on TechGadgetry.

  • TechGadgetry’s technical team quickly identified and patched the SQL injection vulnerability to prevent further exploitation.
  • Affected systems were taken offline for a comprehensive security audit and enhancement.
  • The company engaged with cybersecurity professionals to analyze the breach and fortify its defenses against similar attacks.

  TechGadgetry adhered to a policy of full transparency:

  • The company immediately notified all potentially impacted customers via email and advised them on steps to protect their accounts.
  • Public statements were made through press releases and social media, outlining the nature of the breach and the company’s response.
  • A dedicated hotline was set up to handle customer inquiries and provide support during the recovery phase.

  In the aftermath of the breach, TechGadgetry implemented several strategic measures to enhance its cybersecurity posture:

  • Comprehensive security training for all employees focuses on security practices’ importance and identifying potential threats.
  • Regular penetration testing and security audits to recognize and address vulnerabilities.
  • Implementation of stricter data access controls and regular updates to security protocols.
  • Short-Term:  The breach resulted in immediate financial costs associated with security enhancements and legal settlements with affected customers. TechGadgetry estimated a direct cost of approximately $10 million.
  • Long-Term: The incident overhauled TechGadgetry’s cybersecurity practices, significantly strengthening their systems against future attacks. There was also a focused effort on rebuilding customer trust through enhanced security measures and transparent communication.

  TechGadgetry’s experience highlighted the critical need for regular security assessments and updates, especially in environments handling large volumes of sensitive data. It also emphasized the importance of quick, transparent, and effective communication with customers during a cybersecurity incident.

  Case Study 3: HomeEssentials Online

  HomeEssentials Online is a popular eCommerce platform that offers a range of home furnishings and decor items. With an annual revenue nearing $300 million, the company employs about 500 people and caters to hundreds of thousands of consumers worldwide.

  • Date of Incident:  December 1, 2023
  • Type of Attack:  Cross-site scripting (XSS)
  • Point of Entry: Compromised third-party script on the customer review page

  In late 2023, HomeEssentials Online experienced a security breach when a malicious actor exploited a cross-site scripting (XSS) vulnerability on the customer review section of their website. The vulnerability was introduced through a compromised third-party JavaScript library on this page.

  The XSS attack enabled attackers to inject harmful scripts into web pages, stealing session tokens and sensitive information directly from users’ browsers. This breach was particularly insidious as it targeted real-time user interactions, capturing data as users engaged with the website.

  • Detection of the XSS attack was facilitated by an alert from an advanced security monitoring system that noted unusual script behaviors.
  • Immediately remove the compromised third-party script and turn off the review section to prevent further data theft.
  • Engagement with a cybersecurity firm to conduct a thorough forensic analysis and ensure all vulnerabilities were addressed.

  HomeEssentials Online prioritized swift and transparent communication:

  • Immediately, notifications were sent to all users, advising them to change their passwords and monitor their accounts for suspicious activity.
  • The company issued press releases to explain the situation and outline its response, maintaining an open line of communication with the media to manage public perception.
  • Regular updates were provided through the company’s official website and social media channels.

  Following the incident, HomeEssentials Online took several steps to enhance its security and prevent future breaches:

  • Comprehensive review and overhaul of all third-party scripts used on the website.
  • Implement robust security measures for detecting and mitigating XSS vulnerabilities, including content security policies and regular code audits.
  • Increased investment in worker training programs focusing on cybersecurity awareness and prevention.
  • Short-Term:  The breach caused a temporary dip in customer confidence, reflected in a slight decline in sales in the weeks following the incident. The organization also incurred significant expenses related to legal consultations and cybersecurity enhancements.
  • Long-Term: The proactive measures taken by HomeEssentials Online restored trust, and the improved security infrastructure provided a foundation for safer customer interactions. The incident also fostered a culture of heightened security awareness within the company.

  This incident highlighted the need to monitor all external components integrated into a business’s digital platforms. It highlighted the need for stringent security protocols for third-party partnerships, regular updates, and audits of all systems handling customer data.

  Related: How to Succeed as an eCommerce CTO?

  Case Study 4: GourmetDelight

  GourmetDelight is a premier online retailer that offers a curated selection of gourmet foods and specialty ingredients. With a revenue of approximately $150 million, GourmetDelight caters to culinary enthusiasts and professional chefs worldwide. The company employs around 400 staff and is known for its exceptional customer service and unique product offerings.

  • Date of Incident:  June 5, 2023
  • Type of Attack:  Credential Stuffing
  • Point of Entry: Exploited customer accounts using previously breached credentials

  GourmetDelight faced a significant security challenge when attackers carried out a credential-stuffing attack. This type of attack involves using stolen account credentials from other breaches to gain unauthorized access to accounts on different platforms, betting on the reuse of passwords by users across services.

  The attackers succeeded in accessing around 10,000 customer accounts, exploiting these to make unauthorized purchases and access sensitive personal information, including payment details and addresses. The breach was detected when GourmetDelight’s advanced security systems noticed an unusual pattern of high-value transactions from several customer accounts simultaneously.

  • Detection and Analysis:  The company’s fraud detection system flagged abnormal activity using machine learning to identify unusual patterns.
  • Account Lockdown:  Immediate temporary lockdown of affected accounts to prevent further unauthorized access.
  • Incident Response Team Activation: A dedicated team was convened to manage the breach, including IT security, customer service, and legal departments.

  Transparency and rapid communication were central to GourmetDelight’s strategy to manage the incident:

  • Customer Notifications:  Affected users were promptly informed about the breach via email and advised on steps to secure their accounts, including password changes.
  • Public Communication:  GourmetDelight issued a press release detailing the nature of the breach and the actions taken, and they maintained ongoing updates through their website.
  • Support Services: The company provided additional customer support resources to handle inquiries and assist with account recovery.

  To address the immediate issues and bolster long-term security, GourmetDelight implemented several critical measures:

  • Enhanced Authentication:  Introduction of two-factor authentication (2FA) for all customer accounts to provide an extra layer of security.
  • Password Policy Changes:  Enforcement of stronger password requirements and regular prompts for users to change passwords.
  • Advanced Monitoring Tools: Investment in more sophisticated monitoring tools to identify and respond to suspicious activities faster.
  • Short-Term:  The incident temporarily decreased customer trust, impacting sales and increasing customer support calls.
  • Long-Term: By implementing stronger security measures and maintaining transparent communication, GourmetDelight regained and strengthened customer trust. The incident also catalyzed industry-wide discussions on the importance of cybersecurity in the eCommerce sector.

  The credential stuffing attack on GourmetDelight highlighted the vulnerability of relying on single-factor authentication and the dangers of password reuse among consumers. It emphasized the need for continuous education of consumers about cybersecurity best practices and the importance of advanced security measures in protecting both users and the business.

  Case Study 5: ActiveWearOnline

  ActiveWearOnline is a thriving online retailer of high-performance athletic wear and sports accessories. The company boasts an annual revenue of $250 million and serves athletes and fitness enthusiasts around the globe. With a dedicated team of 600 employees, ActiveWearOnline prides itself on innovation and customer engagement.

  • Date of Incident:  September 22, 2023
  • Type of Attack:  Distributed Denial of Service (DDoS)
  • Point of Entry: Network vulnerabilities exploited to flood servers

  In the fall of 2023, ActiveWearOnline was targeted in a sophisticated Distributed Denial of Service (DDoS) attack. This type of cyber assault involves overwhelming a website’s servers with a flood of internet traffic from many sources, making the website inaccessible to legitimate users. The attack on ActiveWearOnline coincided with the launching of a highly anticipated new product line, maximizing disruption and potential financial loss.

  The initial signs of the DDoS attack were sudden and severe degradation in website performance, followed by a complete service outage. The timing of the attack during a major product launch suggested a strategic motive, possibly from competitors or disgruntled attackers seeking to harm the company’s revenue and reputation.

  • Incident Detection:  Real-time monitoring systems alerted the IT team to the unusual surge in traffic.
  • Traffic Filtering:  Implementing advanced filtering techniques to distinguish and block malicious traffic while allowing legitimate user access.
  • Coordination with ISP: ActiveWearOnline’s IT team worked closely with their Internet Service Provider to reroute traffic and mitigate the attack’s impact.

  Maintaining open lines of communication was crucial during the incident:

  • Customer Communication:  ActiveWearOnline promptly informed its customers of the attack through social media and email, explaining the reasons for the website’s downtime and what was being done to resolve the issue.
  • Public Updates: Regular updates were provided through the company’s official communication channels to keep customers and stakeholders informed about the status of the resolution efforts.

  Post-attack, ActiveWearOnline took comprehensive steps to strengthen its defenses and ensure the resilience of its infrastructure:

  • Enhanced DDoS Protection:  Upgraded protection measures were implemented, including better traffic analysis and response strategies to quickly neutralize threats.
  • Infrastructure Scalability:  Investments were made in scaling up the infrastructure to handle sudden spikes in traffic, whether legitimate or malicious.
  • Ongoing Vigilance: The company established a routine of regular stress testing and security audits to detect and rectify vulnerabilities before they could be exploited.
  • Short-Term:  The DDoS attack caused a temporary loss in sales and damaged the customer experience during the product launch. Immediate financial impacts were mitigated by quick response and effective communication.
  • Long-Term: The proactive enhancements in cybersecurity and infrastructure restored and boosted customer confidence in ActiveWearOnline’s commitment to security and service availability.

  This incident taught ActiveWearOnline the importance of being prepared for cyber threats that could coincide with critical business periods. It highlighted the necessity for robust, adaptable cybersecurity defenses to respond to evolving threats swiftly.

  Related: Ways to use AI for eCommerce Business

  The varied cybersecurity challenges in eCommerce highlight the need for strong security measures and proactive risk management. The case studies highlight the potential threats and the innovative approaches businesses can employ to protect themselves and their customers. As cyber threats evolve, so must the defenses of eCommerce businesses. By learning from these incidents, companies can better prepare to face future challenges, ensuring their operations’ safety and their customers’ trust in an increasingly digital world.

  • 5 Manufacturing Cybersecurity Case Studies [2024]
  • 5 Sports Cybersecurity Case Studies [2024]

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  Excel Analysis and Power BI Dashboard for E-Commerce Business showcasing key performance metrics and trends. E-commerce Forecasting Analysis using Excel pivot tables and charts to present insights and improve data-driven business decisions. Project Repository showcasing the analysis & visualization of different categories and sub-categories.

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  E-commerce-sales-analysis (excel-powerbi-sql).

  The project presents a comprehensive analysis of an e-commerce business, utilizing Excel and Power BI tools. Key performance metrics and trends are analyzed and displayed using pivot tables, charts, and a Power BI dashboard. The insights gained from this analysis can aid in informed decision-making and drive business growth. The project also includes forecasting techniques to predict future trends and performance. The aim of this project is to provide a clear and actionable understanding of the e-commerce business and its various components, helping to identify areas for improvement and growth.

  • Microsoft Excel
  • Pivot Table and charts
  • Forcasting method
  • Power Query

  E-Commerce Business Performance Analysis

  This Excel project showcases the key performance metrics and trends of an E-commerce business, utilizing Excel pivot tables and charts and Power BI dashboard. The data analysis aims to identify areas of improvement, optimize operations, and enhance business decision making.

  Analysis Questions:

  (1) What is the historical trend of total sales and profit for each year and what is the predicted total sales and profit for the upcoming year?

  (2) Can you explain the reasons behind the projected downward trend in sales and profit, and how has data analysis been utilized to determine these factors?

  (3) How does shipment time impact sales and customer satisfaction for different ship modes, and what optimization strategies can be suggested to improve shipment time while maintaining cost-effectiveness?

  (4) How is the impact of the average sales and profit for each consumer, corporate, and office segment analyzed for each category?

  (5) Which category should the company consider offering discounts on and why?

  (6) Which region has recorded a high volume of orders in the last 3-4 years?

  (7) What is the year-over-year growth of profit, sales, number of orders, and profit margin and what is the analysis of the trend and its implications for the business?

  (8) What recommendations can be provided to improve the overall profit of the company, considering the category and sub-category performance in terms of sales, profit, and profit margins?

  Access visual representations of the Excel analysis in PDF format for a comprehensive understanding of the insights and findings.

  Power BI Dashboard Visualization

  The E-commerce business Power BI Dashboard visualizes key performance indicators(KPI) including Total Profit, Sales, Total Quantity, No. of Orders, Profit Margin%. It showcases the trend of Sales and Profit for each month, the Category-wise Profits and Sales, Sales by States, top customers and Category-wise Sales%. Additionally, the top 5 sub-categories by Sales are also displayed. The dashboard includes filters like years, regions, and segments.

  Download The File and Open In Power BI Desktop for Interactive Viewing.

  View Screenshots of the Dashboard in PDF format.

  View Photos of Dashboard and excel analysis.

  Note: The PowerBI online publishing link isn't available right now because of subscription issues. I'll add that online link soon, so anyone can open it and interact with it.

  The Use of Big Data Analytics in E-commerce Marketing: A Case Study of Morocco

  • Conference paper
  • First Online: 18 August 2024
  • Cite this conference paper
  
  • El Yousfi Hicham 24 ,
  • Zrida Abdelilah 24 ,
  • Najih Imane 24 &
  • Imane Abdelghaffar 24  

  Part of the book series: Information Systems Engineering and Management ((ISEM,volume 6))

  Included in the following conference series:

  • The International Workshop on Big Data and Business Intelligence

  Big data analytics in e-commerce marketing is an evolving concept that alludes to injecting big data into e-commerce platforms’ ecosystem to gain a competitive advantage. The concept of Big data analytics is defined by the three V’s: high Variety, High Volume, and High Velocity according to Gartner Inc. that underscores the importance of leveraging data-driven insights in e-commerce marketing in Morocco, by effectively managing large volumes of data, processing information at high speeds, and handling diverse data types, Moroccan e-commerce businesses can unlock valuable insights, drive targeted marketing efforts, and achieve competitive advantages in the rapidly evolving digital marketplace.

  This paper explores the utilization of big data analytics in e-commerce marketing, with a specific focus on the Moroccan market. In recent years, the e-commerce landscape in Morocco has witnessed significant growth, driven by increasing internet penetration and consumer adoption of digital technologies. As e-commerce businesses strive to remain competitive in this evolving market, the integration of big data analytics into marketing strategies has emerged as a crucial driver of success.

  Understanding the motivations provides insight into this study's purpose, scope, and potential impact on both academic research and practical applications in the Moroccan e-commerce sector, despite the growing importance of e-commerce and big data analytics worldwide, there remains a scarcity of research focusing specifically on the Moroccan market. To adopt the technology of Big Data and to foster innovation and competitiveness in the sector, This study presents a case study analysis of the application of big data analytics in e-commerce marketing in Morocco, the complexity of the system increases, so too does the need for sophisticated information drawing on empirical data and theoretical frameworks. A comprehensive examination of a real-world e-commerce marketing campaign highlights the benefits, challenges, and implications of leveraging big data analytics for marketing purposes in the Moroccan context. The findings shed light on the effectiveness of big data analytics in enhancing customer segmentation, personalizing marketing communications, and optimizing marketing ROI. Furthermore, the study discusses the broader implications of these findings for e-commerce businesses in Morocco, offering insights into the future of data-driven marketing strategies in the region.

  The article contributes to the academic literature by providing empirical data and theoretical insights specific to the Moroccan context, which can be a valuable resource for scholars, researchers, and students interested in e-commerce, big data analytics, and emerging markets.

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  Ecommerce Analytics: How to Leverage the Power of Data for Your Business

  

  Learn more about our modern, flexible ecommerce platform.

  Successful ecommerce strategies require careful pre-planning, and successful businesses learn from previous efforts to ensure a brighter future. 

  And all of this requires one thing: ecommerce analytics. 

  Ecommerce analytics is the process of accumulating data from all of the areas that have an impact on your store. You can then use this data to comprehend shifts in customer behavior and online shopping trends — ultimately leading to better business decisions, wiser budget allocations, a frictionless customer experience (by identifying where customers drop off in the funnel), and more personalized marketing. 

  In fact, Gartner predicts that 65% of B2B businesses will be making data-driven decisions by 2026.

  If you want to be one of those businesses, keep reading. We’ll explore the key areas for ecommerce success, which metrics you should be tracking, and how BigCommerce can support your data analytics goals.

  Analytics vs. metrics vs. KPIs 

  Many people tend to use these terms interchangeably, but they actually have different meanings. The key to a successful ecommerce strategy is being able to use all four in harmony so that you can drive the best results. 

  Analytics helps answer the question “How can our business improve?” and can be used to predict future business performance. Business owners use analytics to identify trends and relationships to extract meaningful information from data to drive strategic actions — for example, analyzing the overall sentiment of customer reviews or calculating the return on investment (ROI) of a marketing campaign. 

  Metrics are specific, quantifiable measurements that assess the performance of specific business initiatives, such as an email campaign or marketing event. Ecommerce stores can use metrics to compare their performance against industry standards. For example, marketers can compare email open rates against the industry benchmark to determine if a campaign was effective or compare average order value before and after a promotion. Other examples of metrics include conversion rate, customer acquisition cost, bounce rate, cart abandonment rate, and website traffic. 

  Key Performance Indicators (KPIs) are used for the purpose of measuring the success of business objectives and reaching targeted goals. Typically, KPIs include a threshold that companies must meet or exceed, such as a sales quota or customer retention rate. Some examples of KPIs include customer lifetime value, sales conversion rate, and return on investment. 

  Why is ecommerce analytics important for enterprise businesses? 

  Running an ecommerce business without regularly consulting your data is like spearfishing blindfolded or throwing ideas at the wall, hoping one will stick. But with ecommerce analytics, enterprises can make better decisions, A/B test strategies, and gauge progress against industry benchmarks or historical data. 

  Let’s look at a handful of ways that ecommerce analytics can benefit your online business.

  Measure the effectiveness of marketing campaigns. 

  Marketing analytics software can assist ecommerce companies in measuring how successful their marketing campaigns are, as well as improving decision-making, gaining more omnichannel traction, and informing holistic marketing efforts. You can track the performance of Google Ads, marketing automations, and email blasts, and you can even view real-time stats to quickly determine where you should be focusing your budget.   

  Discover trends so you can forecast accurately. 

  Ecommerce analytics also give you the power to better understand how your business is performing — both now and in the future. This forecasting will inform everything from hiring goals and sales goals to making sure that the right products are accessible at the right time so that your customers’ expectations are met. 

  Optimize pricing and inventory performance. 

  With ecommerce analytics, you’ll be able to benefit from a granular picture of what drives pricing for every customer segment. You can use this insight to discover the best price points at the product level, rather than category level, so you can earn optimal revenue.

  Offer personalization at every touch point. 

  Understanding how customers interact with your business is imperative to inform what sort of formats, content, and channels resonate with your target demographics. Using ecommerce data analytics, you can deliver custom experiences for each shopper through dynamic content, product recommendations, discounts and offers, and  more.

  Enhance strategy with data-driven insights. 

  One of the biggest benefits of ecommerce analytics is their ability to inform business strategies. In fact, organizations who leverage data-driven strategies have seen five to eight times as much ROI as those who don’t. 

  These insights not only help in refining existing strategies but also in anticipating future market demands, ensuring that enterprises stay ahead of the competition.

  5 key areas to utilize ecommerce analytics 

  In this section, we’ll break down the most important ecommerce metrics into five crucial areas across your customer lifecycle, allowing you to gain a comprehensive view of your store’s performance. 

  In order for your business to generate sales, your customers first need to be able to find your site. Brand recognition, search engine optimization (SEO), and paid advertising are all prime examples of how retailers can help boost visibility. Discovery metrics measure the number of customers who see your ads, visit your website, or react to your social media content. 

  Impressions.

  Impressions refer to the number of times an ad, product listing, or webpage has been displayed or shown to users. These are counted each time the content is viewed, regardless of whether users click or interact with it.

  Reach counts the total number of unique users exposed to a particular piece of content, advertisement, or message within a given timeframe. Unlike impressions (which count every instance the content is displayed, even if the same user sees it multiple times), reach measures unique views.

  Engagement.

  Engagement tallies the number of user interactions in response to an ad, social media post, or landing page. Engagement includes likes, comments, shares, clicks, downloads, time spent on a page, video views, form submissions, or any other action that indicates active interaction with the content.

  Customer acquisition.

  Another type of ecommerce analytics that can power your business forward is data relating to the acquisition of customers. This is highly valuable because you’ll learn about how your visitors found you online and how they ended up on your website to begin with. 

  When using acquisition data, you’ll discover more about the sort of online marketing channels that are bringing the most visitors to your website. You’ll also learn what channels are driving the greatest sales or conversions. 

  Cost per acquisition (CPA).

  Cost per Acquisition (CPA) measures the cost of converting a lead into a paying customer. To calculate CPA, divide the total cost of a marketing campaign or initiative by the number of customers acquired or conversions generated. For instance, if a campaign costs $1,000 and results in 50 new customers, the CPA would be $20 per customer.

  Click-through rate (CTR).

  Click-through rate (CTR) indicates what proportion of the audience clicks a link after viewing your ad, social media post, or landing page. In other words, it tells you how many people responded to your CTA. 

  CTR is given as a percentage and calculated using the following formula:

  CTR= (Clicks÷Impressions) x 100

  For instance, if an ad was shown 1,000 times and received 50 clicks, the CTR would be 5%. A high CTR suggests the audience finds the content engaging and relevant. 

  Cost per lead (CPL).

  CPL calculates the cost incurred for acquiring a lead — a potential customer who has shown interest in a product or service — through a specific marketing campaign or initiative. It measures the cost-effectiveness of lead generation efforts by dividing the total cost of the campaign by the number of leads generated.

  CPL = Total marketing spend÷Total number of leads generated

  For example, if a campaign costs $1,000 and generates 100 leads, the CPL would be $10 per lead.

  Conversions.

  When do online users convert into actual customers? How do online users convert into actual customers?

  These are the two questions to look at when it comes to conversion analytics. Conversions measure the percentage of users who took a desired action in response to a campaign, ad, or landing page. This is a foundational element of ecommerce analytics, as it directly reflects your website’s success in turning visitors into customers or leads.

  Average order value (AOV).

  AOV refers to the average amount customers spend per transaction. Businesses use strategies like cross-selling, upselling, and personalized product recommendations to increase AOV. A high AOV increases customer lifetime value (the total amount a customer spends during the business relationship) while providing the business with consistent cash flow. 

  AOV = Total revenue÷ Total orders 

  For instance, if an online store generated $10,000 in revenue from 500 orders, the AOV would be $20.

  Cart abandon rate.

  Cart abandonment occurs when users add items to their shopping cart, only to skip the purchase. Unexpected costs at checkout, payment security concerns, or mandatory account creation can stifle would-be buyers from sealing the deal. 

  The cart abandonment rate compares the number of abandoned transactions to the total number of transactions initiated. For example, if there were 500 initiated carts and 150 of them were abandoned before completing the purchase, the cart abandonment rate would be 30%.

  Conversion Rate.

  Conversion rate measures the proportion of users who take a desired action. For example, if you run ads to promote an event and link to a sign-up page, conversions would measure how many users saw the ad, clicked the link, and registered for the event. 

  Other conversion goals include making a purchase, signing up for a newsletter, filling out a form, or downloading a resource. For instance, if a website had 500 visitors and 50 of them made a purchase, the conversion rate would be 10%.

  Customer retention.

  Retention determines the business’ ability to keep existing customers over a given time frame — typically monthly, quarterly, or yearly. Retention comes from repeat purchases, providing a source of recurring revenue without additional spending on new customer acquisition.

  Customer lifetime value (CLV).

  CLV measures the long-term profitability of the business and the extent to which each customer provides a source of recurring revenue. This metric helps businesses decide how much to spend on customer acquisition and segment the highest-value customers to target with exclusive promotions or loyalty programs. 

  CLV = Average purchase value x average purchase frequency x Average lifespan 

  For example, if the average purchase value is $50, the average purchase frequency is 4 times a year, and the estimated customer lifespan is 5 years, the CLV would be $1,000 ($50 x 4 x 5).

  Retention rate.

  Retention rate yields the total number of customers who continue to purchase from or engage with a business over a given period. Retention is a critical metric for subscription-based businesses that rely on customer loyalty to recoup their initial customer acquisition costs. 

  Retention rate = (Number of customers at end of period - Number of new customers acquired) ÷ Number of customers at start of period x 100

  Companies can improve retention rates by providing ongoing value and offering incentives for continued engagement, such as periodic upgrades or exclusive promotions. 

  Churn rate.

  Churn rate measures the rate at which customers discontinue their relationship with the business over a given timeframe. It represents the percentage of customers who stop using a service or cancel a subscription.  

  Churn rate = (Lost customers ÷ total customers at the start of period) x 100

  Satisfied customers become your brand advocates — those who enthusiastically promote a brand or product through word of mouth (WOM), social media posts, or referrals. They may write reviews, share testimonials, or tell their friends and family. Brands can actively encourage advocacy through WOM triggers.

  Net promoter score.

  NPS is a customer satisfaction metric based on a single question: "On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague?" Customers are categorized into three groups: 

  Promoters (scoring 9-10)

  Passives (scoring 7-8)

  Detractors (scoring 0-6)

  The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters, resulting in a score between -100 and 100.

  Key metrics for enterprise business success

  As we’ve seen, there is a laundry list of types of metrics you can use to inform your ecommerce marketing strategy and make data-driven decisions. But if you’re just beginning your ecommerce analytics journey, these metrics might be a good place to start. 

  Pages per visit. 

  Pages per visit is an essential metric that measures the average number of pages a visitor views during a single session on a website. A higher pages-per-visit average often indicates greater user interest, exploration, and engagement with the website's content or offerings.

  Returning visitors. 

  Returning visitors counts the number of users who visit a website or platform more than once within a specific timeframe. Returning visitors are a valuable segment as they demonstrate continued interest, trust, and loyalty to the brand. 

  Time on site. 

  Time on site measures the average duration of a single session per user. Longer session duration indicates the user finds the website engaging and user-friendly and is more likely to purchase. A website bounce occurs when a user leaves a page within 10 seconds. Heatmaps reveal areas of the website where users tend to linger or click. 

  Customer lifetime value. 

  The customer lifetime value (CLV) measures how much your average customer will spend with your business over their lifetime:

  CLV = customer value x average customer lifespan

  For example, if a customer purchases $30 worth of product over 50 years, and your profit margin is 5%, then their CLV is $75.

  Page load time. 

  Page load time is a crucial website performance metric indicating how long it takes a single webpage to load. Fast-loading pages provide a superior user experience and increase the likelihood of visitors interacting with your site. According to Google, the probability of bounce increases 32% as page load time increases from 1-3 seconds. 

  Customer acquisition cost. 

  Customer Acquisition Cost (CAC) represents the total expense incurred in acquiring a single customer. It involves the sum of all marketing and sales costs, including advertising expenses, salaries of the sales team, marketing campaigns, and other associated costs, divided by the number of customers acquired within a specific timeframe. A lower CAC signifies the company is acquiring customers at a reasonable cost relative to the revenue they generate.

  Predictive analytics. 

  Predictive analytics involves using statistical algorithms, machine learning techniques, and data mining to analyze historical data and make predictions about future outcomes or shopping behaviors. This helps businesses forecast trends, identify potential risks or opportunities, and make data-driven decisions. 

  How BigCommerce supports your ecommerce analytics

  At BigCommerce, our Open SaaS ecommerce platform combines the best of SaaS and API-enabled openness and flexibility, giving you the enterprise integrations and tools you need to customize faster — and that includes ecommerce analytics tools.

  With our Big Open Data Solutions , you have the robust tools needed to collect, analyze, and act on data across all aspects of your online store. By integrating seamlessly with leading data technology partners, BigCommerce gives you the freedom to assemble a tech stack that’s unique to your business, choosing from best-of-breed data warehouses, BI tools, and customer data platforms. 

  In turn, you can easily connect and securely transfer your BigCommerce store data to any partner technology solution, allowing you to break down data silos and give you a unified view of your business operations and customer journeys — right from your BigCommerce dashboard. As a result, you’ll be able to gain actionable insights, create personalized shopping experiences, and make data-informed decisions that foster growth and drive your business forward.

  Chat with one of our ecommerce experts today to find out how BigCommerce can help you ignite the power of your data.

  The final word

  Ecommerce success is the product of strategic decision-making, fine-tuning based on data insights, and a commitment to understanding the customer journey. With ecommerce analytics as the guiding light, businesses don't just react; they anticipate, innovate, and flourish in a landscape that rewards those who can decipher their data.

  FAQs about ecommerce analytics

  How can ecommerce analytics be used to improve online sales, what are the key concepts in ecommerce analytics, what is the most important ecommerce analytic measurement, browse additional resources.

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  Digital Commerce 360 | Retail

  Us ecommerce sales reached $1.119 trillion in 2023, u.s. ecommerce represented 22.0% of total retail sales, according to digital commerce 360 analysis of u.s. department of commerce data..

  In 2023, U.S. ecommerce represented 22.0% of total retail sales, according to Digital Commerce 360 analysis of U.S. Department of Commerce data . That compares with 21.2% penetration in 2022.

  2023’s 22.0% marked the largest U.S. ecommerce sales penetration to date, according to Digital Commerce 360 analysis of U.S. Department of Commerce data. The department’s ecommerce data goes back to the year 2000.

  

  At the same time, U.S. ecommerce grew 7.6% in 2023 and total sales grew 3.8%. That’s a sharp contrast from the pandemic-induced U.S. ecommerce boom, which led online sales to grow at a rate of 42.8% over 2019, whereas total retail sales in 2020 grew 7.8%.

  Editor’s note: An earlier version of this chart has been updated to reflect 22.0% penetration for U.S. ecommerce in 2023.

  Prevent a Holiday Hangover with Year-Long Performance on CTV

  How much did US ecommerce sales grow?

  U.S. ecommerce sales grew to about $1.119 trillion in 2023 from $1.040 trillion in 2022 (7.6% growth). Meanwhile, total retail sales grew to about $5.088 trillion in 2023 from about $4.904 trillion in 2022 (3.8%).

  U.S. ecommerce has also grown every quarter going back to Q2 2009, when it decreased 3.9% over Q2 2008. Similarly, total retail sales in the U.S. have grown every quarter going back to 2009, according to a Digital Commerce 360 analysis of commerce department data. Total retail sales decreased every quarter that year, as well as in Q4 2008, a result of the Great Recession .

  Outside of the Great Recession, total U.S. retail sales have not declined going back at least through 1993, the extent to which Digital Commerce 360 analysis is available.

  “Ecommerce growth continued to slow this year amid an overall slower economy, but it accounted for nearly half the total retail growth for the country,” said James Risley, research data manager and senior analyst at Digital Commerce 360. “That’s a return to pre-pandemic levels of contribution compared to a much smaller contribution in 2021 and 2022. Overall, the ecommerce picture is returning to our pre-COVID understanding of retail.”

  2024 State of American Ecommerce Report

  How is ecommerce penetration calculated?  

  U.S. ecommerce sales accounted for 15.4% of total sales in 2023, and 14.7% of total sales in 2022, according to the Commerce Department.

  Digital Commerce 360 studies non-seasonally adjusted commerce department data and excludes spending in segments that don’t typically sell online. These segments include:

  • Restaurants
  • Automobile dealers
  • Gas stations
  • Fuel dealers

  U.S. ecommerce penetration reflects the share of dollars consumers could potentially spend online.

  The commerce department defines ecommerce sales as the sales of goods and services where an order is placed by the buyer or price and terms of sales are negotiated over:

  • Electronic Data Interchange (EDI) network
  • Electronic mail
  • Other online system

  Payment may or may not be made online. The Commerce Department publishes estimates it adjusts for seasonal variation and holiday and trading-day differences, but not for price changes.

  Percentage changes may not align exactly with dollar figures due to rounding. Here’s last year’s update .

  Ecommerce sales reach Q1 record share of total sales

  Do you rank in our databases? 

  Submit your data  and we’ll see where you fit in our next ranking update.

  Stay on top of the latest developments in the ecommerce industry. Sign up for a complimentary subscription to  Digital Commerce 360 Retail News . Follow us on  LinkedIn ,  Twitter  and  Facebook . Be the first to know when Digital Commerce 360 publishes news content.

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  • Retail & Online Retail
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  Google’s Gary Illyes Continues To Warn About URL Parameter Issues

  Google's Gary Illyes continues to warn SEO professionals and website owners about URL parameter crawl issues.

  • Gary Illyes warns about URL parameter issues on LinkedIn.
  • He advises using robots.txt to manage URL parameters.
  • This matters because it affects site crawling and indexing efficiency.
  

  Google’s Gary Illyes recently highlighted a recurring SEO problem on LinkedIn, echoing concerns he’d previously voiced on a Google podcast .

  The issue? URL parameters cause search engines difficulties when they’re crawling websites.

  This problem is especially challenging for big sites and online stores. When different parameters are added to a URL, it can result in numerous unique web addresses that all lead to the same content.

  This can impede search engines, reducing their efficiency in crawling and indexing sites properly.

  The URL Parameter Conundrum

  In both the podcast and LinkedIn post, Illyes explains that URLs can accommodate infinite parameters, each creating a distinct URL even if they all point to the same content.

  He writes :

  “An interesting quirk of URLs is that you can add an infinite (I call BS) number of URL parameters to the URL path, and by that essentially forming new resources. The new URLs don’t have to map to different content on the server even, each new URL might just serve the same content as the parameter-less URL, yet they’re all distinct URLs. A good example for this is the cache busting URL parameter on JavaScript references: it doesn’t change the content, but it will force caches to refresh.”

  He provided an example of how a simple URL like “ /path/file ” can expand to “ /path/file?param1=a ” and “ /path/file?param1=a&param2=b “, all potentially serving identical content.

  “Each [is] a different URL, all the same content,” Illyes noted.

  Accidental URL Expansion & Its Consequences

  Search engines can sometimes find and try to crawl non-existent pages on your site, which Illyes calls “fake URLs.”

  These can pop up due to things like poorly coded relative links. What starts as a normal-sized site with around 1,000 pages could balloon to a million phantom URLs.

  This explosion of fake pages can cause serious problems. Search engine crawlers might hit your servers hard, trying to crawl all these non-existent pages.

  This can overwhelm your server resources and potentially crash your site. Plus, it wastes the search engine’s crawl budget on useless pages instead of your content.

  In the end, your pages might not get crawled and indexed properly, which could hurt your search rankings.

  Illyes states:

  “Sometimes you might create these new fake URLs accidentally, exploding your URL space from a balmy 1000 URLs to a scorching 1 million, exciting crawlers that in turn hammer your servers unexpectedly, melting pipes and whistles left and right. Bad relative links are one relatively common cause. But robotstxt is your friend in this case.”

  E-commerce Sites Most Affected

  The LinkedIn post didn’t specifically call out online stores, but the podcast discussion clarified that this issue is a big deal for ecommerce platforms.

  These websites typically use URL parameters to handle product tracking, filtering, and sorting.

  As a result, you might see several different URLs pointing to the same product page, with each URL variant representing color choices, size options, or where the customer came from.

  Mitigating The Issue

  Illyes consistently recommends using robots.txt to tackle this issue.

  On the podcast , Illyes highlighted possible fixes, such as:

  • Creating systems to spot duplicate URLs
  • Better ways for site owners to tell search engines about their URL structure
  • Using robots.txt in smarter ways to guide search engine bots

  The Deprecated URL Parameters Tool

  In the podcast discussion, Illyes touched on Google’s past attempts to address this issue, including the now-deprecated URL Parameters tool in Search Console.

  This tool allowed websites to indicate which parameters were important and which could be ignored.

  When asked on LinkedIn about potentially bringing back this tool, Illyes was skeptical about its practical effectiveness.

  He stated, “In theory yes. in practice no,” explaining that the tool suffered from the same issues as robots.txt, namely that “people couldn’t for their dear life figure out how to manage their own parameters.”

  Implications for SEO and Web Development

  This ongoing discussion from Google has several implications for SEO and web development:

  • Crawl Budget : For large sites, managing URL parameters can help conserve crawl budget, ensuring that important pages are crawled and indexed.
  • Site Architecture : Developers may need to reconsider how they structure URLs, particularly for large e-commerce sites with numerous product variations.
  • Faceted Navigation : E-commerce sites using faceted navigation should be mindful of how this impacts URL structure and crawlability.
  • Canonical Tags : Canonical tags help Google understand which URL version should be considered primary.

  Why This Matters

  Google is discussing URL parameter issues across multiple channels, which indicates a genuine concern for search quality.

  For industry experts, staying informed on these technical aspects is essential for maintaining search visibility.

  While Google works on solutions, proactive URL management and effective crawler guidance are recommended.

  Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, ...