E-commerce
Introductory guide to usage, things to keep in mind when selling your products online
First steps
Regardless of your business, market and industry research is always necessary, without which you will not get anywhere. When it comes to e-commerce, here are some facts to keep in mind:
The European e-commerce market will generate €680 billion in 2025, with a projection of €1,020 billion by 2030, with an annual growth rate of 8.36% (2025, Statista);
Amazon, Shein and Zalando are dominating the market in 2025, so 79% of European brands are starting to diversify in order to have direct contact with customers and protect their margins (2024, Mordor Intelligence);
70-80% of e-commerce start-ups fail after one year, and only 10% survive beyond five years (2025, UK SME news)
Among the main reasons for failure are a lack of method and not paying enough attention to the numbers. If you would like more details, we have put together a presentation on our method for monitoring e-commerce right here below.
The facts
There is a lot of information to keep in mind, and when checking your account and looking at your KPIs, we often ask ourselves:
What can I do to convince those who abandon their shopping carts to complete their purchases?
Since most traffic comes from mobile devices, how can I increase sales?
Is it not enough to just list the product, but do I also have to make an effort to find the right descriptions for SEO?
Why is the return rate good for some products but low in general?
You can find all the answers online, there's no denying it, and you always have to search thoroughly. Here are some answers for you:
For abandoned carts, be aware that launching a cart abandonment email campaign can generate revenue ranging from $3.8 million, for one email, to significantly higher revenues, totalling $24.9 million, with three personalised emails (2025, StatsUp);
Mobile transactions have more than tripled between 2020 and 2025 (2024, Miquido), and digital payments (Apple Pay, Google Pay, etc.) now account for 51.7% of European online transactions (2025, Market Data) and mobile apps convert three times better than mobile sites (2025, BSS);
Start calling it GEO for AI optimisation, and yes, we are talking about a change of habits and a market that will increase from $5.6 to $282 billion by 2034 (2025, US Market);
Start segmenting, dividing campaigns by product, country and specific audience. Don't create a campaign for everything and everyone.
We have written an article where we discuss the shift from SEO to GEO in more detail, and where you can find ideas to apply.
