Full course of 20 to 40 hours on ECommerce foundamentals. The course is tailor made for the audience depending on the business / marketing / development background

State of the Art in electronic commerce.

  • The tools used by the main players in the market. With e-commerce as the main channel, or one of the additional channels.
  • The theory of eCommerce: The fundamental equations.
  • PVs * CVR * AOV = Revenue and LTV> CAC
  • Marketplaces as a business or as a source of business. Supply and Demand Management in marketplaces. The GMS.
  • Aggregators as a source of traffic. (Google shopping, Kelkoo, Idealo, etc.)
  • The Long Tail. The Amazon case and how it applies to today’s eCommerce
  • Fulfillment: In eCommerce not everything is “electronic”. Deliveries and supply chain. Management and integration with courier companies. International regulations, Incoterms, etc. Pick & Packing.
  • eCommerce is Marketing: The fundamental channels and their measurement. SEO, Affiliation, Paid search, Cross selling, Upselling, Remarketing and retargeting. How to measure ROI -> Google Analytics, configuration of funnels and objectives.
  • What do we sell? Product types: Commodities, recurring and artisans. With which line do we acquire, with which line do we generate LTV and AOV and with which do we build loyalty.
  • Legislation: LOPD, GDPR, Right of withdrawal (refund), Legislation in UX: Energy efficiency, Cookies, Refund and guarantees, etc.

Best practices in eCommerce: Dissecting best product pages

  • Practical case. Dissection of the Amazon product page
  • Case study 2. Dissection of the sales funnel. Landing -> Product -> Cart -> Checkout -> Thank you. Amazon VS Rakuten
  • Global eCommerce: Cultural differences in how you shop. Differences between Americas, EMEA and Asia.
  • Cultural differences in payment method
  • Local winners and losers: Bol, Alibaba / TaoBao, Rakuten.
  • Mobile commerce: Figures and data on mobile purchases. Multi device marketing.

From zero to best practices

  • Tools: Custom software. Open source (Magento, Pestashop, Woocommerce). Enterprise grade: Oracle, IBM, Microsoft). SaaS: Shopify, Wix, others.
  • Pros and Cons of each model
  • Integrations: Because an online store cannot live in isolation.
  • Integrations with fulfillment services, pick & packing, ERPs for inventory management. Dynamic Pricing. Membership. Backend integrations, Frontend integrations (Google Tag Manager).
  • Continuous improvement: A / B Test, Abandoned Cart, Recommendations, Eye Tracking. Adapted marketing: Weather and commuting marketing, compulsive selling, etc.
  • Marketing: How do the products that I always want appear to me on different sites? Analysis of partners like Criteo.

The eCommerce of (tomorrow) today.

  • How to stay on top in a sector that changes every day?
  • Fulfillment is king. Amazon Prime Now and its instant tracking
  • Augmented Reality in retail. The Wide Eyes Technologies case. Artificial intelligence, augmented reality and natural language processing.
  • Full customization case studies
  • Online to Offline: Popshops as a model to generate relevance and recognition. Elements of digital transformation. Shopping everywhere.
  • The Amazon experiments: Amazon Fresh. Dash. Amazon Go. Lockers.
  • When ECommerce is not enough. Case study on subscription businesses