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Google AI Mode is changing Shopping from a keyword-led search experience into a conversational product discovery engine.

Google's new AI shopping experience combines Gemini with the Shopping Graph, which includes more than 50 billion product listings, with 2 billion updated every hour. That means shoppers can ask specific questions, compare options visually, and narrow choices based on intent.

In this guide, we look at how Google Shopping AI Mode works, what powers it, and what you need to fix in your product data before incomplete or inconsistent product data costs you visibility.

## Key takeaways

- **Google AI Mode is changing product discovery in Google Search.** Shoppers have moved beyond keyword searches and now use conversational prompts, visual discovery, follow-up questions, and AI-powered results to find relevant products faster.
- **Google AI shopping depends on reliable product data.** The Shopping Graph connects products from global retailers and local stores, so your Merchant Center feed needs fresh and accurate information across titles, GTINs, pricing, availability, images, and structured data.
- **Visual shopping is becoming a bigger part of online shopping.** Features like Google Lens, browsable product panels, and Google's virtual try-on tool help shoppers evaluate products visually. Its custom image generation model powers the try-on experience, helping shoppers imagine how apparel may look on their own photos.
- **Purchase actions are moving closer to product discovery.** With track price, Google Pay, and the new agentic checkout experience, shoppers can receive price drop notifications, confirm purchase details, and, with eligible merchants, have Google buy the item from the merchant's website through Google Pay.

## What powers Google AI Mode: Shopping Graph, Gemini, and query fan-out

Google's AI Mode for Shopping works by combining three layers:

- **Gemini** interprets the shopper's request
- **Query fan-out** expands that request into multiple related searches
- The **Shopping Graph** supplies the product data Google uses to build the results

| | **What it is** | **How it works in Google AI Mode for Shopping** | **Why it matters for merchants** |
| --- | --- | --- | --- |
| **Gemini** | Google's AI reasoning model | Interprets longer, more specific shopping prompts and understands intent, constraints, preferences, and follow-up questions | Your product data needs to clearly describe what the product is, who it is for, and which attributes make it relevant |
| **Query fan-out** | Google's method for expanding one complex question into multiple related searches | Breaks a shopping prompt into subtopics, such as category, use case, price, material, size, reviews, availability, and store options | Incomplete product feeds may miss relevant sub-searches, even when the product technically matches the shopper's need |
| **Shopping Graph** | Google's product dataset | Connects AI Mode to more than 50 billion product listings, with over 2 billion updated every hour, including product details like pricing, availability, reviews, colors, and store information | Your Merchant Center feed and structured data helps Google match your products to relevant AI shopping queries using signals like price, availability, images, and GTINs |

## How Google AI Mode changes product discovery through visual search results

In AI Mode, product discovery is not limited to text-based prompts. Google is also making shopping more visual, which means your images now play a bigger role in how products are searched for, compared, and considered.

### Visual discovery in AI Mode

In AI Mode, product discovery can start with a natural-language prompt and move into a visual shopping experience.

A shopper looking for a "cute travel bag," for example, may see a browsable panel of images and product listings rather than a standard list of links.

The experience becomes more specific as the shopper adds context. If they narrow the search to a bag for a May trip to Portland, AI Mode can expand the query to account for related needs, such as rainy weather, long journeys, waterproof materials, and easy-access pockets. The product panel then updates with more relevant products and images as the shopper refines their search.

![Google AI Mode search results for the conversational query "I'm looking for a cute travel bag" showing a visual product panel with backpacks, totes, and weekender bags.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmr3mpr4e5cu107up2ia1qw3c)
### Google Lens and Circle to Search

A shopper can take a photo, search from an image, scan a product in-store, or circle an item on their phone screen to find similar products, compare options, and continue exploring without starting from a keyword.

Lens can show product details such as price, deals, reviews, and where to buy. Circle to Search brings that behavior into mobile browsing, social content, videos, screenshots, and apps so shoppers can act on visual inspiration without switching context.

### Virtual try-on for apparel and style

Virtual try-on helps shoppers judge how apparel may look before they buy. Instead of relying only on flat product images, shoppers can use AI-powered try-on experiences to see how clothing looks on themselves.

[Google's Merchant Center documentation](https://support.google.com/merchants/answer/14096369?hl=en) notes that qualifying items can show a virtual try-on badge across free listings and shopping ads. A product is more likely to qualify when:

- The merchant has a Shopping feed and is eligible for free listings
- The product is in a supported apparel category like shoes, tops, bottoms, or dresses
- The product is not lingerie, swimwear, or an accessory
- The image is high-resolution, of at least 512 x 512 px, ideally 1024 px or higher
- The image clearly shows one garment on a front-facing model/mannequin or laid flat
- The product image shows the entire garment, without hands, bags, accessories, folds, or wrinkles blocking details

That's why your product images need to show the item clearly, and your feed should keep variant details like size, color, material, gender, and product type accurate.

![Three-step mobile demonstration of Google Shopping's virtual try-on feature, showing a shopper uploading their photo, selecting an Abercrombie & Fitch drop-waist midi dress at $88, and seeing the garment rendered.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmr3msumv5nmo07v0ukou483t)
[*Source*
](https://blog.google/)

### Agentic checkout experience and price actions

With Google's new agentic checkout, shoppers can track a product's price, choose options such as size or color, and set the amount they want to spend. If the price drops to their selected amount, they can receive price drop notifications, review the purchase details, and confirm whether they want to buy.

The agentic checkout feature can then add the item to the cart on the merchant's site and complete the purchase through Google Pay. The shopper still stays in control of the final confirmation, but the path from discovery to purchase becomes shorter.

> This feature is still limited by rollout, market, and merchant eligibility, so it should be treated as an emerging AI shopping capability.

## Your Merchant Center feed is now your most important SEO asset

In AI-powered shopping results, your product feed does a lot of the work your category pages used to do in traditional SEO.

Google Merchant Center uses product attributes to understand what you sell, match products to relevant queries, and show accurate details in ads and free listings. If that data is incomplete, inaccurate, or missing, Google says it can create issues in Merchant Center and prevent ads from showing.

That makes your Merchant Center feed a core visibility asset.

### The product attributes Google AI weighs most heavily

The most important attributes to prioritize are:

| **Attribute** | **Why it matters for Google AI shopping discovery** |
| --- | --- |
| Product title | Helps Google understand the item quickly. Clear, specific titles should include the product type and the most useful distinguishing details. |
| Description | Gives Google more context about the product's use case, features, material, fit, compatibility, or intended audience. |
| GTIN, brand, and MPN | Help Google identify the exact product and avoid confusion with similar items. Google notes that accurate brand and GTIN information helps products get categorized correctly. |
| Price | Must match the landing page and stay current. Google uses price in ads and free listings, and shoppers see it directly in product results. |
| Availability | Tells Google and shoppers whether the product is in stock, out of stock, on preorder, or backorder. |
| Image link | Supplies the main product image shown in ads and free listings. Google [recommends](https://support.google.com/merchants/answer/6324350?hl=en) high-quality images, ideally near or above 1500 x 1500 pixels, for best performance across listing formats. |
| Google product category and product type | Help Google classify the item and understand where it belongs in shopping results. |
| Color, size, material, gender, age group, and other variant attributes | Help Google match products to more specific searches, especially in apparel, accessories, home, and lifestyle categories. |
| Structured data | Helps Google's systems reliably understand product data on your website and match it with Merchant Center data. |

### How to audit for AI-powered results: pricing accuracy, GTINs, and disapprovals

Focus the audit on three areas:

- **Pricing and availability accuracy:** Check whether feed prices and availability match your landing pages. [Google says](https://support.google.com/merchants/answer/12470049?hl=en-IE) mismatched availability often happens when website updates and Merchant Center updates do not happen at the same time. For fast-changing catalogs, synchronize feed updates with your store updates or use automatic item updates where appropriate.
- **GTIN and product identifier coverage:** Review products with missing, invalid, or incorrect identifiers. [Google says](https://support.google.com/merchants/answer/13693497?hl=en) products with identification issues, such as missing GTINs or MPNs, can have limited performance, and products with incorrect or missing GTINs may be disapproved. Custom or handmade products are an exception, but standard branded products should use valid identifiers wherever available.
- **Disapprovals, warnings, and account issues:** Prioritize disapproved products before minor optimizations. [Google says](https://support.google.com/merchants/answer/13693497?hl=en-IE) products and even Merchant Center accounts can be disapproved when product data does not meet data quality requirements. Fix the issue, update the feed, and request a review where needed.

With a [feed management tool](https://www.channable.com/products/product-feed-management-tool) like Channable, you can centralize your [Google Shopping](https://www.channable.com/integrations/google-shopping) product data first, then adapt it for free listings, marketplaces, comparison sites, social channels, and 3,000+ other channels and marketplaces. You can also apply rules and run feed quality checks before your products go live.

Channable's [AI Product Attributes](https://www.channable.com/products/smart-attributes-ai) enrich product data by generating attributes such as color, weight, brand, and material from existing import data. This is especially useful for large catalogs where manual enrichment would be slow, inconsistent, and difficult to maintain across every product.
![Channable's schedule settings interface showing automated feed update time slots at 0900, 1300, and 2100, with product cards below illustrating order and inventory status labels.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmr3mx58k5nyc07vyvfik9oek)

## Agentic checkout, Google Pay, and track price: What to enable and why it matters

As covered above, Google's agentic checkout experience lets shoppers track prices, confirm purchase details, and, with eligible merchants, have Google complete checkout through Google Pay.

Now let's look at what you need to prepare behind the scenes so those AI shopping actions can work reliably.

Start with **Google Pay readiness**. [Google's documentation says](https://support.google.com/googlepay/answer/16421147?sjid=707479089522560642-EU&hl=en) the agentic checkout feature is currently available only in the U.S. and Australia, in English, and with select merchants that accept Google Pay as a payment method. That makes Google Pay a practical requirement to watch, even if agentic checkout is not available to every merchant yet.

Next, review **price tracking accuracy**. Google's price tracking feature lets signed-in shoppers track a product's price and receive updates when prices change. For merchants, that makes real-time accuracy important across product price, sale price, variant pricing, and availability. If a shopper is waiting for a price drop notification, the product data behind that alert needs to match what they see on the merchant's site.

You should also monitor **Universal Commerce Protocol**. [Google describes](https://support.google.com/merchants/answer/16837055?hl=en) UCP as an open protocol that allows customers to check out quickly with Google Pay, using payment methods and shipping information already saved in Google Wallet.

## Why feed quality now determines visibility in Google AI shopping

Shoppers are moving beyond keyword searches into conversational prompts, visual discovery, virtual try-on, price tracking, and agentic checkout. Your Merchant Center feed helps Google understand what each product is, how it should be categorized, whether it is available, what it costs, and which shoppers it matches.

With Channable, you can centralize and optimize product data for Google Merchant Center, then use the [Dynamic Image Editor](https://www.channable.com/products/dynamic-image-editor) to turn feed data into product visuals at scale. The Dynamic Image Editor helps create image templates, add text or visual elements, include product details such as sale price or title, and keep creatives connected to product feed data.

<center><p style="text-align: center;"><a style="display: inline-block; padding: 12px 24px; border: 0; border-radius: 3px; font-weight: bold; letter-spacing: .0625em; text-transform: uppercase; background: #e54692; color: #fff; text-decoration: none;" href="https://www.channable.com/signup">Try Channable for free</a></p></center>

Google AI Mode for Shopping: How it works and what merchants need to do

**Agentic commerce** is redefining how products are discovered, evaluated, and purchased in eCommerce. Instead of shoppers manually browsing stores or marketplaces, AI agents increasingly act on user intent, researching options, comparing products, and recommending purchases automatically.

This article explains what Agentic commerce is, why it matters now, and how brands can prepare by optimizing their product data for AI-driven buying. You’ll also learn why structured, AI-ready product feeds are becoming the foundation of this new sales channel and how Channable helps brands get there.

## Key takeaways
- Agentic commerce is a new eCommerce model where AI agents handle discovery, comparison, and buying on behalf of shoppers

- Agentic AI eCommerce relies on structured, accurate product feeds to make decisions

- ChatGPT and AI assistants are emerging as real sales channels, not just search tools

- Brands that prepare AI-ready product data early gain a lasting competitive advantage

- Automation enables Agentic commerce through optimized, AI-ready product feeds

## What is Agentic commerce?
**Agentic commerce is a new eCommerce approach where autonomous AI agents act on shopper intent to discover, evaluate, and purchase products.**

Instead of users clicking through category pages or scrolling marketplaces, AI agents interpret goals like “find the best running shoes under €150” and do the work for them, instantly filtering options, comparing specs, and recommending the most relevant products.

**At its core, Agentic Commerce shifts buying from human-driven exploration to AI-suggestions.**

### How Agentic commerce is different from traditional eCommerce

Traditional eCommerce and Agentic commerce operate on fundamentally different assumptions:

<table markdown>
<tbody>
<tr>
<td style="border: 1px solid #cccccc;">**Traditional eCommerce**</td>
<td style="border: 1px solid #cccccc;">**Agentic commerce**</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Search-driven browsing</td>
<td style="border: 1px solid #cccccc;">Intent-driven decision making</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Humans compare products manually</td>
<td style="border: 1px solid #cccccc;">AI agents compare products automatically</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Optimized for clicks and pages</td>
<td style="border: 1px solid #cccccc;">Optimized for structured data</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Discovery happens on marketplaces and webshops</td>
<td style="border: 1px solid #cccccc;">Discovery happens inside AI searches</td>
</tr>
</tr></tbody></table>

## The role of AI agents in Agentic commerce
### What are AI agents?
AI agents are autonomous systems that:

- Understand user intent

- Retrieve relevant product data

- Evaluate options based on constraints (price, availability, preferences)

- Recommend or execute purchases

![What is Agentic Commerce-02.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cml53rfr900wv07wd929a36gk)

Tools like ChatGPT, AI assistants, and embedded shopping agents increasingly perform these steps in a single conversational flow.
According to [McKinsey](https://www.mckinsey.com/industries/retail/our-insights/merchants-unleashed-how-agentic-ai-transforms-retail-merchandising), generative AI is already reshaping how consumers discover and decide, especially in commerce-heavy categories like retail and travel.

### Why structured product data matters
AI agents don’t “browse” websites the way humans do. They rely on:
- Clear titles and descriptions

- Accurate pricing and availability

- Consistent attributes (brand, size, color, GTINs)

- Structured formats like product feeds

If your data is incomplete or inconsistent, **AI agents simply skip your products**.

This is where AI-optimized [product feeds](https://www.channable.com/products/product-feed-management-tool) come in. Channable’s [AI Product Listing](https://www.channable.com/products/ai-product-listing) capabilities help brands structure and enrich product data so it’s usable by AI agents from day one.

## Why Agentic commerce matters now
### We’re entering a zero-click buying era
Shoppers increasingly get answers and product recommendations without ever visiting a website. This is known as **zero-click discovery**, and Agentic commerce accelerates it.

Instead of:
“Search → Click → Browse → Decide”

We now see:
“Ask → AI decides → Product recommended”

![What is Agentic Commerce-03.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cml53rftd00y607w4j7ulelsc)

### ChatGPT as a sales channel
ChatGPT and similar AI assistants are evolving into **discovery and decision layers**. Product recommendations happen directly inside conversations, and buying decisions are influenced or finalized there.

This makes ChatGPT a **new sales channel**, not just a research tool.

Channable already supports this shift with innovations like an [OpenAI product feed](https://product-updates.channable.com/new-openai-feed) and [AI Max](https://product-updates.channable.com/ai-max-channable) for Google, helping brands make their products discoverable and usable in AI-driven environments.

## The problem Agentic commerce solves
Traditional product listings were built for humans, not machines.
That creates problems in an agentic AI eCommerce world:

- Inconsistent attributes across channels

- Missing availability or pricing signals

- Poorly structured descriptions

- Limited control over how products are interpreted

When AI agents can’t clearly understand your product data, **you lose visibility and control**.

Agentic commerce solves this by prioritizing:

- Clarity over creativity

- Accuracy over abundance

- Structure over storytelling

With the right product feeds, AI agents can confidently select, recommend, and rank your products.

## The three pillars of Agentic commerce
Agentic commerce isn’t powered by a single technology, a combination of **data quality, distribution**, and **continuous optimization** enables it. Together, these form the three pillars that determine whether AI agents can discover, evaluate, and recommend your products.

### 1. Structured, trusted product data (your foundation)
Structured product data is the **single most important requirement** for Agentic commerce.
AI agents don’t infer meaning the way humans do. They rely on clearly defined, standardized attributes to determine whether a product is relevant, available, and suitable for a given intent.

That’s why your **product feed must be treated as a single source of truth**.

AI agents read your product feed to answer critical buying questions, such as:

- What is the product?

- Who is it for?

- Is it available right now?

- Does it meet the shopper’s constraints (price, size, brand, material)?

If your feed doesn’t answer these clearly, your products won’t be selected.

**How to prepare**:
- Start with your product feed, not your storefront

- Ensure all core attributes are present and machine-readable

- Remove ambiguity and unnecessary marketing language

### 2. AI-ready standardization and clarity
AI agents rely on **patterns**, not creativity. This makes standardization essential.

Inconsistent formatting across your catalog makes it harder for AI agents to evaluate and compare products reliably.

**Key things to keep in mind**:

**Standardize your product attributes**
- Ensure attributes like **brand, size, color, material, and category** follow a consistent format

- Avoid variations like “Nike / NIKE / Nike®”

- Use normalized values wherever possible

**Improve product titles and descriptions for clarity**

- Write clear, specific, and factual titles

- Prioritize what the product is, not how it’s marketed

- Avoid vague language and missing context

Good product titles and descriptions help AI agents understand:

- What problem the product solves

- How it differs from alternatives

- Whether it fits the user’s intent

This is where AI-powered feed enrichment, like Channable’s AI Product Listing capabilities, can dramatically improve clarity at scale.

### 3. Availability, accuracy, and continuous optimization
Agentic commerce operates in real time or close to it.

If an AI agent recommends a product that’s unavailable or incorrectly priced, it creates a dead end. Over time, this reduces trust and eligibility for future recommendations.

**What this pillar requires**:

**Maintain availability and pricing accuracy**

- Ensure pricing and stock updates happen in near real time

- Keep discontinued or out-of-stock products from surfacing or being advertised

- Reduce mismatches between feeds and actual inventory

**Audit your feeds regularly**
Optimizing feed quality is not a one-time task.
Regular audits help you:

- Catch missing or broken attributes

- Identify formatting inconsistencies

- Fix outdated pricing or availability

- Improve overall AI-readiness over time

As AI agents evolve, so should your product data.

### Bringing the three pillars together
Agentic commerce rewards brands that are:

- **Clear** in how they describe products

- **Consistent** in how data is structured

- **Accurate** in pricing and availability

With the right foundation, AI agents can confidently surface, compare, and recommend your products, without human intervention.

That’s why data feed management isn’t just an operational task anymore. It’s a **strategic advantage** in the age of Agentic commerce.

## How Channable enables Agentic commerce
Channable isn’t just a feed solution, it’s infrastructure for agentic AI eCommerce.
With Channable, advertisers can:

- Build **AI-ready product feeds** from a single source of truth

- Enrich listings automatically using AI

- Control how products are interpreted by AI agents

- Prepare for emerging sales channels like ChatGPT

If Agentic commerce is the future, **product feeds are the language AI agents speak**, and Channable helps brands speak it fluently.

## Preparing for Agentic commerce starts now
Agentic commerce is already reshaping how buyers discover and choose products. As AI agents take on more decision-making, **brands that invest in AI-ready product data today will win visibility tomorrow**.

The good news? You don’t need to rebuild your commerce stack. You just need the right foundation.

With Channable, brands can prepare their product feeds for Agentic commerce, ensuring they remain discoverable, relevant, and competitive as AI becomes the new buyer.

Learn how Channable powers **Agentic commerce with [AI-ready product feeds](https://www.channable.com/products/product-feed-management-tool).**



Agentic commerce explained: the future of AI eCommerce

In this guide, you will learn how to prepare for **Black Friday and maximize holiday ad ROI with Channable**, eliminate wasted PPC spend, and automate product feeds across all your sales channels before November 27 arrives.

## Key takeaways

- **Automate multichannel campaigns**: Link live inventory data directly to Google Ads, Meta, and Amazon to stop paying for out-of-stock clicks during peak shopping hours.

- **Accelerate stock synchronization**: Use product feed updates up to 24 times per day to keep prices and stock levels consistent across 2,500+ sales channels.

- **Diversify your channel mix**: Expand reach into social commerce (TikTok Shop, Instagram, Meta) to engage shoppers early when ad prices are lower.

- **Streamline post-sale fulfillment**: Sync marketplace orders automatically into your webshop system (Shopify, Magento, WooCommerce, Lightspeed) to ship orders quickly.

## What makes Black Friday 2026 unique?
Black Friday 2026 always promises to deliver sales, but eCommerce retailers face distinct strategic challenges that demand early preparation.

### Calendar Breakdown: November 27, 2026
This year, Black Friday falls on **November 27**, followed by Cyber Monday on **November 30**. Because Thanksgiving occurs late in the month, the official peak holiday shopping period is shorter.

At the same time, consumer behavior has evolved into an extended "Cyber Month". According to an [Adobe holiday retail study](https://blog.adobe.com/), over 75% of retailers now launch promotions prior to Black Friday week. 

Data from a National Retail Federation survey shows over 142.2 million consumers shop online during the holiday kickoff. Starting your campaign prep early allows you to capture high-intent shoppers before ad costs reach peak levels.

### Multichannel complexity
Over 77% of eCommerce retailers advertise and sell across multiple channels during Black Friday. Research from a McKinsey shopper trend insights report reveals that over 55% of consumers have embraced new shopping channels in recent seasons.

Managing separate product feeds across [Amazon](https://www.channable.com/integrations/amazon-marketplace-integration), [eBay](https://www.channable.com/integrations/ebay), [Google Shopping](https://www.channable.com/integrations/google-shopping), and social platforms manually creates inventory drift. When stock levels desynchronize during high-volume sales events, you risk overselling, negative seller ratings, and lesser margins.

### Skyrocketing CPC rates and wasted spend
Cost-per-click (CPC) rates surge during Black Friday as thousands of brands bid for the same impression space. When ad costs spike, running ads for out-of-stock products or low-margin items rapidly burns your marketing budget. Manual campaign monitoring cannot keep pace with fast-changing stock levels.

## 5 actionable strategies to maximize holiday ad ROI

### Central product feed structure
**Search & Shopping **  

- Google Ads (PMax)
- Text Ads

**Marketplaces**

- Amazon  
- eBay      	    

**Social Commerce**

- Meta Catalog Ads
- TikTok Shop

### 1. Prevent out-of-stock ads with high-frequency feed updates
Standard data feeds refresh only once every 24 hours. Around Black Friday, popular items sell out in minutes, leaving standard ads running for hours on empty stock.

You can eliminate wasted ad spend by upgrading your stock syncing. Using Channable's [Product feed management solution](https://www.channable.com/products/product-feed-management-tool), you can schedule stock updates up to 24 times per day across all channels.

You can also create simple "if-then" rules to automatically filter your inventory:

- **Exclude low-stock items:** Automatically hide products from feeds when inventory falls below 5 units.

- **Filter by margin**: Exclude low-margin products from high-CPC channels like Google Shopping to protect profitability.

- **Enrich product titles**: Dynamically add terms like "SALE" or prices directly to product descriptions.

[![Black friday__Blog banner_1000x280-02.webp](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmszu0bw8dq9c07w4uwf79yvl)](https://www.channable.com/black-friday-ad-scaling)

### 2. Automate multichannel PPC ads and explore emerging channels
Building ad campaigns manually for thousands of SKUs is impractical during peak seasons. You can use [PPC automation](https://channable.com/products/ppc-tool) to generate search and shopping campaigns dynamically directly from your live product feed. 

[![Black friday__Blog banner_1000x280-01.webp](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmszu0bqddq8u07w48hdmh9gb)](https://www.channable.com/black-friday-ad-scaling)

When a product sells out, your ad pauses automatically, saving your budget for available stock.

To maximize holiday reach, test emerging platforms alongside proven core channels:

**Agency Partner Perspective:**
*"We are always testing new channels in our marketing mix to optimize client performance. While Meta and Google remain core channels, performance on TikTok, Pinterest, and Snapchat has grown significantly. Utilizing performance max campaigns allows brands to automatically serve ads across Google's entire search, shopping, and YouTube network."* **Bennett Wissak**, Director of Growth at Maison MRKT

On social channels, ensure your [Facebook product feed](https://www.channable.com/blog/facebook-product-feed) is optimized to capture discovery shoppers. As **Robert Kiessling**, Product Team Lead at Channable, notes: *"Selling on social media represents an exciting opportunity for brands. Over 97% of Gen Z consumers use social channels as their top source of shopping inspiration. Maintaining a complete brand profile across social marketplaces offers immediate credibility."*

### 3. Deploy dynamic ad visuals, dynamic pricing, and buy box optimization
Standard text and static product images get overlooked during high-volume sales. Using dynamic creatives and real-time repricing gives your catalog an immediate competitive advantage in crowded auction spaces.

- **Dynamic image generation**: Apply custom visual templates using [Creative automation](https://www.channable.com/products/dynamic-image-editor). Automatically display custom discount badges, strikethrough pricing, or countdown overlays on image ads across Facebook, Instagram, and Google Display.

- **Marketplace repricing**: Marketplace pricing shifts rapidly during Black Friday. Implementing [automated Repricing](https://www.channable.com/products/marketplace-integrator/repricer) allows your listings on marketplaces like Amazon to adjust prices automatically based on competitor movements while maintaining your minimum profit floor.

**Marketplace strategy:**
*"Amazon is a favorite for its massive traffic volume and brand recognition. Advertising across multiple regions, optimizing bidding strategies for the Buy Box, and running targeted sponsored ads are key steps to maximizing marketplace yields."* **Diederik Koonings**, Platform Partnership Manager at Channable

### 4. Warm up shoppers with early banners and strategic budget allocation
Waiting until the last minute to launch your Black Friday ad campaigns leads to inflated acquisition costs. Implementing a phased campaign strategy builds momentum ahead of the sale peak.

**Bas van Wijk**, Online Marketing Consultant at Multiply, recommends specific tactics to optimize seasonal performance:

1. **Launch pre-sale awareness banners**: Run display and social banner campaigns in early November. Click prices are significantly cheaper prior to Thanksgiving week, allowing you to build large remarketing lists at lower costs.

2. **Prorate marketing budgets**: Concentrate a portion of your budget early in the month to expand top-of-funnel reach. Re-engage those prospects during peak week using dynamic catalog remarketing campaigns.

3. **Use reach objectives for lower-funnel offers**: During Black Friday week, run reach objectives in retargeting campaigns to lower your CPMs while letting deep promotional discounts drive conversions.

4. **Apply seasonal bid adjustments**: Utilize Google Ads seasonal bid adjustments for short sales bursts (under 7 days) to inform bidding algorithms of expected conversion rate spikes.

### 5. Automate order handling for seamless post-sale fulfillment
Generating orders is only the first step, delivering them quickly secures customer loyalty. When sales volume surges across multichannel marketplaces, manual order processing causes shipping delays and administrative fatigue.

Using a [multichannel order manager](https://www.channable.com/products/marketplace-integrator/multichannel-order-manager) connects your marketplace sales channels (Amazon, eBay, bol.com, OTTO) directly to your webshop backend.

Orders import automatically into platforms like Shopify, Magento, WooCommerce, Lightspeed, or PrestaShop. 

Your inventory numbers update instantly across all connected sales platforms, ensuring zero stock discrepancies and fast order fulfillment.

## Elevate your holiday ad strategy past Black Friday into Cyber Week
Black Friday marks the start of the holiday shopping sprint, not the finish line. The data gathered during Black Friday provides actionable insights to power your campaigns through Cyber Monday and the December holiday season.

By utilizing centralized [insights & analytics](https://www.channable.com/products/channable-insights), you can track revenue and cost per product across every channel in a single view. Shift ad spend toward top-performing products, pause non-converting listings, and refine targeting strategies in real time.

Ready to simplify multichannel management and set new turnover records this holiday season? 

You can [get started now](https://www.channable.com/signup) with a trial account and transform your eCommerce ad performance.


Black Friday 2026 with Channable: Maximize Holiday Ad ROI

Getting your eCommerce strategy right for Cyber Monday 2026 is critical for ending the year on a high note. As the number one digital sales event following Black Friday, its potential is immense. In 2025, U.S. online spending alone hit a record $14.25 billion on Cyber Monday, according to [Adobe Analytics](https://news.adobe.com/news/2025/12/adobe-cyber-monday-hits-record). 

Success in this high-stakes environment hinges on three core pillars: **automation** to manage complex product feeds effortlessly, **real-time insights** to make rapid, data-driven decisions, and **visual ad optimization** to capture shopper attention. Juggling these elements during peak traffic can be overwhelming, especially when managing last-minute promotions. That's why Channable offers an all-in-one solution specifically designed to handle high-volume campaigns, empowering you to maximize performance when it matters most.

## Key takeaways

- Use Channable Creatives to instantly add promotional overlays and branding to thousands of product images, ensuring your ads capture attention during Cyber Monday.
- Make your budget work harder when CPCs are highest. Switch to Channable's CSS to get an immediate 20% discount on your Google Shopping clicks, giving you more bidding power to maximize visibility.
- Use Channable’s powerful rules to automate promotional updates, filter out-of-stock items, and push your best-sellers across all channels.
- Use Channable's Insights & Analytics to monitor product-level performance as it happens, allowing you to shift your budget to top-performing ads on the fly and maximize your ROI.

## 4 unique challenges of Cyber Monday compared to Black Friday 
To come out on top during the holiday season, you have to understand the subtle differences between Black Friday and Cyber Monday. While often grouped together, these shopping events are two very different beasts. Black Friday has expanded into a full weekend of deals, mixing online and in-store shopping. Cyber Monday, on the other hand, remains a focused event that's entirely digital.

Here are some of the challenges of Cyber Monday: 

### Short window for last-minute promotions
Unlike the longer Black Friday "week," the window to launch flash sales, surprise deals, or last-minute offers is incredibly narrow. Any delay or technical issue in pushing a promotion live can result in thousands in lost revenue. Your team and tools must be prepared to execute flawlessly and instantly.

### The need for rapid, data-driven ad adjustments 
An ad that performed well in the morning might be underperforming by noon. To maximize your return on ad spend (ROAS), you must monitor performance in real-time and make swift, data-driven adjustments. This includes reallocating budgets, updating ad creatives, or changing campaign targeting on the fly without waiting for manual approval or slow system updates.

### Massive traffic spikes and high CPCs
Cyber Monday triggers one of the largest single-day spikes in online traffic all year, causing Cost-Per-Clicks (CPCs) to skyrocket. To stay profitable, your ads must be perfectly optimized and highly relevant to your target audience. Every click is expensive, so making sure it has the highest possible chance to convert is essential for maintaining a positive ROI.

### Leveraging post-Black Friday performance data
The Black Friday weekend is a goldmine for performance data, showing you which products sold best, what ad creative worked, and who was most likely to buy. The challenge is you have less than 48 hours to analyze that data and apply those insights to your Cyber Monday campaigns. Trying to manually sort through all that information is nearly impossible, which means you'll likely miss out on key opportunities to improve your results.

## How Channable can power your high-volume Cyber Monday campaigns 
From creating dynamic, eye-catching visuals to optimizing your ad spend and making real-time adjustments, here’s how Channable can make your Cyber Monday campaigns a success. 

### Channable Creatives for multichannel visual ads
On a day when users are scrolling through hundreds of deals, generic product images simply don’t cut it. To capture attention and drive clicks, you need engaging ads that communicate your offers. With Channable’s [Dynamic Ad Visuals](https://www.channable.com/products/dynamic-image-editor) product, you can automate the creation of compelling visual ads across all your key channels.

- **Optimize visuals for every channel:** Channable allows you to create feed-based image templates that automatically adapt your product visuals for Meta (Facebook & Instagram), Pinterest, Snapchat, and Google, ensuring your ads are always compliant and optimized for performance.
- **Automate creatives to highlight promotions:** Instantly add promotional text, sale prices, or dynamic overlays to thousands of product images at once. Use dynamic rules to apply the right visual template to each product based on category, stock level, or margin. This ensures your flash sales and last-minute Cyber Monday deals are visually highlighted without any manual design work.

**Case study:** Discover how Online Klik and Soccerfanshop [drove a 41% ROAS increase](https://www.channable.com/success-stories/online-klik-soccerfanshop-image-editor) using Channable’s Dynamic Image Editor for branded social ads.

![Channable Creatives boosts your product ads during Cyber Monday 2026.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmfnooh5c4h4306uwiziu4lps)

### Channable CSS campaigns for maximum visibility 
During Cyber Monday, every euro you spend on ads counts. With Channable’s [CSS](https://www.channable.com/products/css), you can lower your ad costs while increasing your bidding power and reach. If you're not using a Comparison Shopping Service for your Google Shopping ads, you might be missing out on a huge opportunity to get more clicks and sales without increasing your budget.

- **Reduce your CPCs by 20%:** By default, Google Shopping takes a 20% margin on your ad bids. When you partner with a Google CSS partner like Channable, that margin is removed. 
- **Increased bidding power:** Bypassing Google’s margin translates to 25% more bidding power than your competitors for the same budget. This allows you to outbid your competitors more effectively and secure better ad placements, ultimately driving more traffic to your website. 
- **Maximize reach and visibility:** Lower costs per click let you get your products in front of more people without spending extra money. This means that during the huge traffic spike on Cyber Monday, your ads are seen by a wider audience, boosting your visibility right when customers are most ready to buy.

**Case study:** Discover how Rocket Digital helped Noirfonce, a leading sneaker retailer, [increase their return on ad spend by 30% and reduce costs by 25%](https://www.channable.com/success-stories/rocket-digital-increases-noirfonce-roas) by leveraging Channable as a CSS partner.

![By leveraging Channable CSS, you safe on CPC during Cyber Monday.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmfnooh544jjz07uvy9u5lheh)

### Channable Insights & Analytics for real-time optimization 
On Cyber Monday, waiting for end-of-day reports means leaving money on the table. The ability to make instant, data-driven decisions is what separates good campaigns from great ones. Channable [Insights & Analytics](https://www.channable.com/products/channable-insights) gives you a live, product-level view of your performance, so you can identify your top-selling products and flag the low-performing items that are draining your budget.

- **Monitor performance in real time:** Get a full, up-to-the-minute overview of your campaign performance directly within Channable. By connecting your cost and revenue data, you can track critical metrics like ROAS for individual products and channels, all in one place.
- **Boost ROI with data-driven decisions:** Our analytics tools give you a real-time view of your performance, allowing you to automatically segment products, adjust budgets to favor high-performers, and pause ads for items that aren't converting. This makes sure every euro you spend on Cyber Monday goes toward what's actually selling.

![Stay on top of the performance of your Cyber Monday Ads thanks to realtime data.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmfnooh4b4jjs07uvr08qxoyj)

## Tips and tricks to optimize your Cyber Monday performance 
Here are a few high-impact strategies you can implement with Channable to ensure your holiday season campaigns are running at peak performance.

### Leverage Black Friday data to refine Cyber Monday campaigns 
Don’t wait until after Cyber Monday to analyze your [Black Friday](https://channable.com/blog/black-friday-2025-with-channable) weekend data. Use the 48-hour window between events as your most valuable source of insight. Identify your best-selling products, top-performing ad creative, and highest-converting audience segments from the weekend. Immediately apply these learnings by creating rules to push your winning products more aggressively and adjust your campaign targeting for Cyber Monday.

### Automatically exclude out-of-stock and low-performing products 
Every cent of your ad budget is critical on Cyber Monday. Wasting it on unavailable products or ads that don’t convert can severely damage your profitability. Set up simple "if-then" rules in Channable to automatically exclude any products from your feed the moment their stock level hits zero. Additionally, create performance-based rules to pause ads for products with a low ROAS or CTR, ensuring your budget is dynamically allocated only to the items most likely to convert.

### Use Channable Creatives to make last-minute ads pop  
In a sea of discounts, your ad visuals need to create a sense of urgency and stand out. Last-minute flash sales and limited-time offers are a proven way to drive conversions. Use Channable Creatives to quickly deploy updated ad visuals across all channels. You can add dynamic overlays with text like "Ends Midnight" or "Limited Stock" to your top-sellers, or show both the original price and the discounted price, along with the percentage off, to highlight a great deal.

## Sell more on Cyber Monday 2025 with Channable
Success on Cyber Monday 2025 won't be determined by discounts alone. It will be won by the brands that can operate with speed, leverage automation, and optimize their ad campaigns in real time. 

The key to winning is having a multichannel platform that lets you manage your product feeds, run effective CSS campaigns, and create dynamic ad visuals at scale. Channable empowers marketers to do exactly that. It gives you the tools you need to automate your campaigns and create high-performing ads for the biggest online shopping day of the year.

Ready to make this your most profitable Cyber Monday yet? 

Try Channable free and [book a demo today](https://www.channable.com/demo) to get started.

Supercharge Cyber Monday with Channable

Black Friday eCommerce tips for higher ROAS on Google, Meta, and marketplaces

Enter competitive PPC analysis: a powerful technique that unlocks the secrets behind real-world campaigns. By analyzing your competitors' PPC efforts, you can uncover missed opportunities, identify gaps in your own strategy, and ultimately transform your campaigns for maximum success. 

## What is competitive PPC analysis? 

Competitive PPC analysis involves examining and understanding how your competitors are using paid advertising. It's essentially a chance to learn from their strategies and identify strengths, weaknesses, opportunities, and threats for your own [PPC campaigns](https://www.channable.com/blog/ppc-best-practices). This analysis usually focuses on the following key areas:

- **Ads:** Analyzing headlines, descriptions, and calls to action to see what messaging works well.
- **Keywords:** Discovering the keywords competitors are using to attract customers, giving you ideas to expand your own keyword list.
- **Bids:** While you won't see exact figures, you can get insights into how aggressively they're bidding on keywords.
- **Landing pages:** Seeing where people land after clicking a competitor's ad. This can help you design landing pages that are more likely to convert visitors into customers.

## Why is competitive PPC analysis important? 

By learning from your competitors' PPC efforts, you can make data-driven decisions to improve your own campaigns and gain a competitive edge. Here are some other benefits of conducting a competitive PPC analysis: 

### Craft stronger ads and landing pages

By analyzing your competitors' ads and landing pages, you can see what kind of messaging resonates with your target audience. You can learn from their successes (compelling headlines, clear calls to action) and avoid their mistakes (confusing landing pages, weak offers). This can help you create more effective ads that grab attention and landing pages that convert. 

For instance, if you sell eco-friendly cleaning products, your analysis might reveal that your competitors’ ads are focusing on generic features like “no plastics” or “natural materials” but not on benefit-driven messaging like “reduce your footprint”.

### Improve your PPC strategies 

By keeping an eye on your competitors' strategies, you can see what tactics are trending and what's working well in your industry. This helps you stay informed about the latest PPC trends and allows you to adapt your campaigns accordingly. 

For example, imagine you run an eCommerce store selling athletic wear. Through competitor analysis, you notice several competitors are having success with video ads showcasing their clothing in action. You might then decide to incorporate video ads into your strategy. 

### Discover hidden opportunities 

Competitor analysis can reveal gaps in the market. Maybe your competitors are focusing on certain keywords but neglecting others. Maybe their landing pages lack a key element that could boost conversions. This gives you the chance to identify these opportunities and tailor your campaigns to fill them. 

Let's say you sell fitness watches and you discover that your competitors are all focusing on keywords like "fitness watch" and "running watch", but not "heart rate monitor watch." As your competitor analysis reveals a gap in the market for this long-tail keyword, you can include it in your campaigns and reach a new audience. 

[![PPC.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Wa2tAP7jQceAnStbTGyY)](https://www.channable.com/products/ppc-tool)

## Top 5 PPC competitor analysis tools for eCommerce brands 

It’s important to equip yourself with the right tools before tackling competitor analysis. Here are 5 tools that every advertiser should use: 

### Tools for paid search competitor analysis

**1. Google Ads Auction Insights**

The [auction insights report](https://support.google.com/google-ads/answer/2579754?hl=en) lets you compare your performance with other competitors who are participating in the same Google Ads auctions as you are. This report provides six different statistics: impression share, overlap rate, outranking share, position above rate, top of page rate, and absolute top of the page rate. Here’s a brief description of the most important insights:

- **Impression share and top of page rate:** Impression share tells you how often your ads are shown, while Top of Page Rate indicates how often they appear at the most prominent spots on the page - in comparison with your competitors. 
- **Overlap rate:** This shows which competitors you regularly encounter in the same auctions. A high overlap rate suggests that you're competing for the same audience.
- **Position above rate:** This lets you see how often a competitor's ad outranks yours in shared auctions. This might indicate a difference in bidding strategies or the quality score of your ads. 

**2. Google’s Keyword Planner**

![PPC keyword competitor analysis.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/bJ0PNbQXQa27m05AeJLH)

Although this free tool by Google is not specifically designed for competitor analysis, it can still be a valuable asset. For instance, if you enter a competitor's website URL in Keyword Planner, you can see a list of relevant keywords they might be targeting. This helps you to: 

- **Identify potential gaps:** Keyword Planner helps you discover keywords that you or your competitors might be missing. You can also filter by competition level, allowing you to uncover keywords with lower competition. 
- **Refine your targeting:** You can also discover long-tail keywords with high intent that your competitors might not be focusing on, allowing you to attract users further along in the buying journey.

![PPC bid competitor analysis.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Bi1JobrYTcasq1sbHDA3)

**3. Ahrefs**

[Ahrefs](https://ahrefs.com/) goes beyond basic keyword research, providing a powerful suite of features for in-depth PPC competitor analysis, such as: 

- **Paid keywords report:** This report allows you to enter a competitor’s URL and see what keywords they’re bidding on, the estimated cost-per-click (CPC) per keyword, and which keywords send the most paid traffic to your competitor’s website.
- **Ad position history:** This chart allows you to see your competitors ad copy, giving you inspiration for headlines, unique selling propositions, and calls to action. 
- **Low-cost keywords:** Ahrefs paid keywords report also enables you to find relevant, low-cost keywords to add to your PPC campaigns.

**4. Google Ads Transparency Center**

This free resource allows advertisers to search for specific businesses or browse by category to see the Search and [Display ads](https://www.channable.com/blog/google-display-ads-best-practices) they're running across Google Search, YouTube, and Discover, allowing you to: 

- **Explore ad details:** Dive deeper into individual ads to see the format (text, image, video), timeframe it ran, and estimated impressions.
- **Learn targeting strategies:** Discover the criteria advertisers use to reach their target audience, including demographics and interests.

### Tools for paid social competitor analysis

**5. Meta Ad Library**

The [Meta Ad Library](https://transparency.fb.com/en-gb/researchtools/ad-library-tools/) is a free tool that lets you see the ads other businesses are running on [Facebook](https://www.channable.com/blog/enhance-facebook-conversion-rates) and Instagram. It's a goldmine of information for advertisers, helping you stay on top of industry trends and get inspiration for your own campaigns. This comprehensive tool allows you to: 

- **See all of your competitors’ ads:** Simply enter your competitor’s brand name in the search bar and get a list of all the ads they’re running.
- **Filter by location:** Allowing you to get insights on your competitor’s global marketing strategy, such as the specific messaging or creative they use per country.
- **Get specific ad details:** Besides an ad’s start date and end date (if applicable), you can also see the different variations of a particular ad.
- **Understand targeting strategies:** You can see details about who sees each ad, such as age ranges, gender, and how many people they might reach. 

## How to conduct a competitive PPC analysis in 5 steps 

Staying ahead in the PPC game requires knowing your competition. A competitive PPC analysis helps you understand their strategies, identify potential gaps, and ultimately, refine your own campaigns for maximum impact. Here's a breakdown of the process in five easy-to-follow steps:

### 1. Identify your main PPC competitors 

It might sound obvious, but it’s important to know who you’re up against. Start by brainstorming your main competitors. Then, take your top keywords and search them on Google to see which companies consistently appear in the results. Finally, use tools like Ahrefs or Google Ads Auction Insights to reveal the full list of competitors targeting the same keywords as you. 

![competitor ad analysis.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/k9psVaKRjGQ3XdGdkEys)

### 2. Analyze competitor ads 

Now that you’ve identified your main competitors, the next step is to analyze the ads they’re running. What keywords are they bidding on? What messaging are they using in their ad copy? What offers are they promoting? If you notice “free shipping” or “free returns” featuring prominently, it could suggest that these offers are resonating with the target audience. 

### 3. Assess competitor keyword strategy 

Understanding your competitors' keyword strategy is crucial. Look at the types of keywords they're targeting (broad, long-tail, etc.) and analyze their keyword mix. Make sure to note down any relevant keywords that you’ve not included in your own campaigns. Once you have a list of new keywords, start to test them in your campaigns and regularly monitor the results. 

### 4. Review competitor landing pages

The next step is examining how competitors craft their landing pages for conversions. By dissecting their landing page strategies, you can identify best practices to implement on your own landing pages. Here are few things to keep an eye on: 

- Headline and value proposition
- Visuals and overall layout
- Call to action 
- Social proof (customer testimonials or reviews)

### 5. Monitor bidding strategies and estimated costs 

Google Ads' Auction Insights can reveal if competitors consistently appear in the top ad slots. If you’re constantly being outranked, it could suggest that your bids are too low, or that your ad quality score is low. Ahrefs can take your analysis one step further by providing you with estimated cost-per-click per keyword. This data can be used to inform your bidding strategies going forward. 

## Simplify your Google Ads with automation!

Facing the challenge of creating thousands of ads with the right headlines and descriptions? Struggling to keep your ads updated with constant stock and price changes? Feeling overwhelmed trying to stay in control of your ad campaigns and performance? These common pain points can make managing effective advertising campaigns feel impossible.

Our [Google Ads automation tool](https://www.channable.com/products/ppc-tool/google-ads) can take the load off! It uses your product feed to automatically create dynamic ads, ensuring they're always updated! 

Here’s how it works:
1. **Easy ad creation**: Create one template, connect it to your data, and let our tool do the rest.
2. **Quick asset addition**: Efficiently scale the integration of assets into your campaigns in just a few simple steps
3. **Real-time updates**: Stock or prices change? Your ads update automatically—no manual work required.

Jump quickly into creating highly-targeted and accurate ads, making sure your brand stays relevant at all times.

[![Google Ads benchmark report_Image.webp](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmtd09pj81rp207w9ecjzpatl)](https://www.channable.com/google-ads-performance-benchmark?utm_medium=banner&utm_source=blog&utm_campaign=en_benchmark_google_ads&utm_content=in_article_banner)

Outsmart the competition: How to master competitive PPC analysis

Navigating backend changes can be a challenge for eCommerce managers and digital marketers aiming to maintain steady revenue. Google has officially announced that its legacy Content API for Shopping will end on [August 18, 2026](https://support.google.com/merchants/answer/16493611?hl=en), and will be fully replaced by the next-generation **Merchant API**. 

For digital retailers utilizing the native Shopify Google & YouTube app, it is good to know that a phased rollout of this update via the native [Google & YouTube apps](https://apps.shopify.com/google?locale=nl) is underway now. Without an overview, this migration could alter your product data structure, reset your advertising campaigns, and impact your overall performance.

This comprehensive blog will show you exactly how to navigate this **Merchant API migration** using Channable, ensuring your campaigns remain fully optimized and uninterrupted.

Prefer a visual walkthrough? Watch [this 15-minute on-demand briefing](https://app.livestorm.co/channable-2/shopify-merchant-api) (including FAQs) by Jael Loos and Thomas Wilson to learn how to lock in your data before Shopify updates your store.

[![Webinar's thumbnail](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmrbsd1pv8tlj07w5b244gah6)](https://app.livestorm.co/channable-2/shopify-merchant-api)

## Key takeaways
**Note**: This issue specifically affects merchants who:
- Use Shopify

- Use the Google & YouTube app within Shopify

- And have active Google Shopping or Performance Max campaigns.

If you do not use the Google & YouTube app, you are generally not affected by this specific product ID migration issue.

## Understanding the Shopify Merchant API shift
Before exploring preventative measures, it is good to understand exactly what is changing within your data pipeline.

### Key Definitions

- **Content API for Shopping**: The legacy data pipeline used by apps and platforms to pass product attributes directly from eCommerce stores to Google Merchant Center.

- **Merchant API**: Google’s redesigned, updated API ecosystem built to replace the Content API, offering redesigned data workflows and sub-API structures.

- **Shopify Google & YouTube app**: The native Shopify plug-in that automates product syncs directly into Google Merchant Center.

The transition between these systems does not directly affect or modify the internal product or variant IDs inside your backend store admin dashboard. Instead, it updates the automated string format used to construct the **Shopify product IDs** sent over to Google Merchant Center. 

<table style="border: none; table-layout: fixed; width: 100%;">
<tbody>
<tr>
<td style="border: none; border-bottom: 1px solid #cccccc;">**ID Attribute**</td>
<td style="border: none; border-bottom: 1px solid #cccccc;">**Current connection format**</td>
<td style="border: none; border-bottom: 1px solid #cccccc;">**New Merchant API format**</td>
</tr>
<tr>
<td style="border: none; border-bottom: 1px solid #cccccc;">**Structure type**</td>
<td style="border: none; border-bottom: 1px solid #cccccc;">Country-specific notation</td>
<td style="border: none; border-bottom: 1px solid #cccccc;">Universal notation prefix</td>
</tr>
<tr>
<td style="border: none; border-bottom: 1px solid #cccccc;">**Example layout**</td>
<td style="border: none; border-bottom: 1px solid #cccccc; word-break: break-word;">shopify_NL_123456_789012</td>
<td style="border: none; border-bottom: 1px solid #cccccc; word-break: break-word;">shopify_ZZ_123456_789012</td>
</tr>
<tr>
<td style="border: none;">**Google Ads Impact**</td>
<td style="border: none;">Recognized historical item</td>
<td style="border: none;">Treated as a new product</td>
</tr>
</tbody>
</table>

When **Shopify Google & YouTube app** automatically updates its app connection, it replaces country codes (like NL or DE) with a universal ZZ code or general prefix. Because Google Ads relies entirely on exact string matching for [product IDs](https://support.google.com/merchants/answer/6324405?hl=en&sjid=3834270609313270975-EU#minimum_requirements), this subtle rewrite breaks the connection to your historical performance data.

**Note**: Once you've assigned an ID to a product, don't change it. The ID you choose, in combination with target country and language, identifies the product, helps Google to retrieve any product-specific information, and is used to track the product's performance history in Merchant Center and Google Ads. If you change the ID, you'll overwrite your product and its history.

## Why this automated transition impacts ad performance

If your account updates automatically without your intervention, the consequences for live ad campaigns can be disruptive:

1. **Permanent performance data loss**: All accumulated historical data, such as clicks, conversions, and quality scores tied to individual product IDs, could be lost. This historical data cannot be restored once the old IDs are removed.

2. **Algorithm context reset**: Without historical context, your Performance Max and standard shopping campaigns are forced back into a "learning phase". This often leads to drops in sales volume and a spike in customer acquisition costs.

3. **Broken feed optimizations**: Third-party performance labels, segmented feed rules, custom titles, and optimizations (such as Labels, Title Optimizer, or Products AI) will stop working because they no longer match the modified IDs.

Merchants on the [Shopify Community forum](https://community.shopify.com/t/did-i-lose-all-of-my-google-ads-data/607412) have shared instances where their native sync suddenly stopped altogether. Reinstalling the Shopify Google & YouTube app simply pushes a brand-new feed without conversion history, forcing automated campaigns to start entirely from scratch. This performance crash can be avoided if you map performance labels to your new product IDs using a centralized feed solution.

## Proactive auditing and the Channable solution
Marketers shouldn't wait for a drop in sales volume to realize an automatic migration has occurred.

## How to audit your migration status
Check your current setup inside Google Merchant Center under **Products > Feeds > Data Sources**. If the active primary input reads "**Merchant API**" or "**Shopify App API**" while the legacy **Content API for Shopping** line is marked inactive, your store has already been migrated. To verify this visually, review the Product ID column in the All Products tab; transitioned stores will show country codes rewritten into the universal shopify_ZZ_ structure.  

## Already migrated? Turn a reset into a future-proof strategy
If you have already been transitioned, your historical performance history is lost and cannot be recovered. However, because your campaigns have already taken the algorithmic hit and entered a resetting "learning phase", modifying your feed parameters right now will have virtually no additional negative impact on your live ads.
  
This migration is actually the ideal "housekeeping" moment to break free from automated platform constraints and move to your own independent ID structure using a feed management solution like Channable. Taking control right now yields vital long-term advantages:  

- **Platform independence**: Insulate your marketing setup from future backend updates rolled out by third-party platforms.

- **Future-proof ID routing**: Establish a permanent tracking baseline that stays consistent regardless of how marketplace APIs evolve down the road.

- **Uninterrupted optimizations**: Reclaim your ability to safely link supplemental data sources, optimize titles, and map custom performance metrics (like [performance segmentation](https://www.channable.com/products/channable-insights/segmentation)) without relying on restrictive native formats.


## Preventing data loss with Channable
If your store has not been migrated yet, routing your catalog through Channable lets you maintain complete control over the string format sent to Google. By setting up a secure Google Shopping feed or API channel via the native Shopify Connector, you can utilize built-in Channable rules to preserve your original format.
 
The rule template forces the legacy country-coded structure (e.g., combining values into shopify_NL_[parent_id]_[id]), allowing you to replicate your original layout perfectly.

Once established, changing the sync setting in the **Shopify Google & YouTube app** to manual stops it from sending unoptimized attributes and overwriting your layout.

### Full technical setup instructions available
To maintain a clean overview, our step-by-step walkthrough detailing how to configure these rules, link supplemental data sources, map optimization labels, and safely adjust Google Ads campaign settings has can be found on the [Channable Help Center](https://helpcenter.channable.com/css/readme/how-to-safeguard-your-performance-data-from-shopify-x-google-and-youtube-app-changes#deactivate-shopify-app-sync). 

## Need help securing your eCommerce feed?
Don't let unexpected API updates impact your search campaign performance. For more information on upcoming transitions, you can check official updates via the Google Merchant API Transition Hub or review technical documentation through the Shopify Developer Changelog.

Set up your secure Google Shopping channel inside Channable today to protect your campaign history.

Shopify Google & YouTube App: Fix the merchant API migration

If you sell online and the US isn't already on your radar, it probably should be. The market is massive, maturing fast, and — despite the headlines about tariffs and economic uncertainty — still growing at a pace most markets can only envy.

But "big market" is table stakes information. The more useful question is: what's the state of US eCommerce right now, and what does it mean for how you sell?

Here's a grounded look at the US eCommerce market in 2026: the numbers, the shifts, and what you need to think about.

## Key Takeaways

- Social commerce now accounts for 15.2% of global eCommerce
- 46% of resale discovery now happens outside dedicated resale platforms through social feeds and creators on mobile devices, and in-person browsing
- 43% of secondhand shoppers have purchased via social commerce or livestream formats
- Consumer influence and peer reviews generate the highest positive sentiment among shoppers
- In-app checkout removes the single biggest drop-off point in social purchase journeys: the redirect to an external site
- Structured product data is the foundation of a seamless online shopping experience; tags, catalogs, and dynamic ads all depend on it being accurate and complete

## The US eCommerce market: Size, share, and growth

The average revenue per US online shopper is estimated at **$4,100** — the highest in the world.

According to the [US Census Bureau's Quarterly Retail eCommerce Sales report for Q1 2026](https://www.census.gov/retail/mrts/how_surveys_are_collected.html), US retail eCommerce sales hit **$326.7 billion** in the first quarter of 2026. That's a **9.8% increase year-over-year**, compared to just 3.9% growth in total retail sales over the same period last year. eCommerce now accounts for **16.9% of total US retail sales**, up from 16.0% at the start of 2025.

According to [Statista](https://www.statista.com/outlook/emo/ecommerce/united-states), revenue in the US eCommerce market is projected to reach **$1.22 trillion in 2026**, with a CAGR of 6.07% through 2030 — putting the projected market volume at $1.55 trillion by the end of the decade. User penetration stands at 87.2% today and is expected to hit 96.1% by 2030.

## The American online shopper: Who they are and what they spend

The US has one of the most developed digital buyer bases in the world, but knowing that alone won't help you sell to them. To drive US sales, start by understanding who drives purchase volume, what they buy, and how their spending habits shift by device, age group, and category. Here's what you need to know about the US eCommerce market size and shape.

### How many Americans shop online, and what they buy

According to the [Business Sweden & Business Finland US eCommerce Market Report](https://ecommerce-academy.se/wp-content/uploads/2022/10/US-Retail-E-commerce-Market-Entry-Report-2022.pdf), **millennials aged 25-34 represent the largest group of digital buyers**, accounting for 20% of the US online shopper base. The second-largest group is 35-44-year-olds at 17%. But it's the **45-54 age group that spends the most per transaction** — a detail worth factoring into your pricing and channel strategy if you're targeting mid-to-premium categories.

**American men outspend women online**, though the proportion who shop online is the same between genders.

What are they buying? According to [Capital One Shopping's research](https://capitaloneshopping.com/research/online-grocery-shopping-statistics/), US online **grocery sales reached $327.7 billion in 2025**, up 27.3% from the year before, with projections pointing to $363.8 billion in 2026. **Food is now the fastest-growing eCommerce category in the US**. Same-day delivery infrastructure, subscription models from Amazon, Walmart, and Kroger, and the 148.4 million Americans who now shop for groceries online at least occasionally have made this a permanent behavioral shift.

The **US fashion eCommerce market generated $233.7 billion in 2025**, but growth slowed to the 0-5% range year-over-year, according to [ECDB](https://ecdb.com/resources/sample-data/market/us/fashion).

**Consumer electronics remain high-volume but mature**. Competition is intense, Amazon's presence is dominant, and price comparison happens in seconds. Sellers competing here effectively win on listing quality, fulfillment speed, and the trust signals that move a shopper from browsing to buying.

### Mobile devices and the shift to smartphone-first shopping

Data from [Soax](https://soax.com/research/mobile-ecommerce-stats) shows that smartphones now account for **77% of eCommerce site visits** but only **68% of orders**. Desktop, by contrast, drives just 22% of visits but 30% of all completed orders.

In dollar terms, the gap is meaningful. In Q3 2021, the average order value from a desktop purchase was $177, compared to $126 from mobile — a 40% difference, per the Business Sweden & Business Finland report. That spread has narrowed, but desktop still leads on AOV.

US mobile commerce sales are projected to reach **$744.71 billion in 2026** and cross **$856 billion by 2027**, according to Soax. To capitalize on this growth, you have to **optimize for mobile-first as a browsing and discovery surface**, then make sure your **desktop checkout experience is frictionless**.

### What online shoppers expect before they hit buy

The top reasons US consumers choose to shop online are **home delivery at 54%, avoiding crowds at 53%, and general convenience at 46%**, according to the Business Sweden & Business Finland report. Price matters too. 45% cite lower prices as a factor, but it's not the primary driver. That's useful if you're a brand that doesn't want to compete on margin alone.

Trust concentrates around familiar platforms. US consumers tend to feel safer buying from domestically registered companies — a preference rooted in familiarity and trust rather than any legal requirement. Foreign sellers can operate in the US without local incorporation, but that doesn't neutralize the trust gap.

## 5 trends reshaping US eCommerce in 2025–2026

The US eCommerce market doesn't stand still. Consumer behavior is shifting, new digital channels are maturing, and the technology transforming how people discover and buy products is changing fast.

These five trends are the ones with the most direct implications for how you compete in 2026.

### 1. Social commerce and the rise of new marketing channels

Facebook and Instagram together account for [55.8% and 32.5%](https://s3.amazonaws.com/media.mediapost.com/uploads/State_of_Social_Commerce_Report_2023.pdf) of all social commerce purchase intent clicks in the US. But TikTok is gaining ground. The video-focused social media platform jumped from 7th to 3rd in social commerce traffic share in a single year, per MikMak's State of Social Commerce Report, and [58% of shoppers aged 18-29 report discovering and buying products directly via TikTok](https://www.shopify.com).

Each platform has its own logic, its own audience, and its own content expectations — what works on TikTok won't transfer directly to Facebook, and vice versa.

### 2. Generative AI and the future of the shopping journey

AI is changing how US consumers discover and evaluate products, with nearly [60% of US shoppers](https://www.statista.com/topics/11640/artificial-intelligence-and-extended-reality-in-e-commerce/) now using ChatGPT or Gemini to research and shop online.

The **AI retail market is forecast to reach $31 billion by 2028**. According to Statista, **63% of shoppers understand that retailers use AI to recommend products** they might be interested in, and their expectations are rising to match. The top desired AI feature globally is **virtual try-on** — relevant for any brand selling apparel, footwear, or accessories.

If your product data is thin, inconsistently structured, or poorly optimized, AI-powered search surfaces and recommendation engines are **less likely to surface your products accurately**. And because of this, the quality of your **product feed is becoming a discovery variable**.

That's where [Channable's AI features](https://www.channable.com/products/ai-product-listing) come in. With [AI-enriched attributes](https://www.channable.com/products/ai-product-listing/attributes) and [AI product categorization](https://www.channable.com/products/ai-product-listing/categorization) built into the platform, you can keep product data structured, fill missing values, and match items to the most likely category before they reach a channel. Clean product data improves listing quality, discoverability, and channel performance.

### 3. Live commerce increases its market share

Live commerce is still an early-stage channel in the US, but the trajectory from markets ahead of the curve makes it worth paying attention to now. [According to McKinsey's State of Fashion 2026 report](https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20fashion/2026/the-state-of-fashion-2026_feb.pdf), about **two-thirds of consumers in China and India engaged in live shopping events in 2025**. In those markets, live commerce is already a mainstream sales channel for fashion. The trend is gaining traction in Western markets, and the US is following — *slower*, but following.

If you're planning your channel mix for 2026 and beyond, live commerce is worth a pilot, particularly if your products lend themselves to demonstration or have a community around them.

### 4. Category growth: Consumer electronics, fashion, and everyday essentials

After a slow 2025, eCommerce [growth is rebounding in 2026](https://www.emarketer.com/content/us-ecommerce-by-category-forecast-2026). This is driven largely by food and beverage (the second-largest retail eCommerce category), which continues to make notable gains, per eMarketer's US eCommerce by Category Forecast 2026. [Digital Commerce 360's State of American eCommerce Report](https://www.digitalcommerce360.com/product/state-of-american-ecommerce-report/) puts Food & Beverage growth at 13% in 2025.

Fashion is entering a more competitive phase. Following a slowdown in 2025, eCommerce growth in apparel, footwear, and accessories is [expected to rise to 6.5% in 2026](https://www.emarketer.com/content/us-fashion-ecommerce-2026), with total sales nearing $250 billion.

Consumer electronics remain large but slower-moving. AI-enabled sales are driving outsized gains in the category, according to Digital Commerce 360, but the electronics market overall is still maturing. In a market where Amazon dominates and price comparison is one click away, the sellers competing effectively are winning on listing quality, fulfillment speed, and trust.

### 5. Sustainability expectations reshape online purchases

Statista's analyst opinion for the US eCommerce market identifies sustainability as a growing driver of purchase decisions, with **shoppers increasingly seeking eco-friendly brands** and products as a reflection of a **broader cultural shift toward environmental consciousness**.

eCommerce brands that build sustainability credentials into their product listings, packaging, and supply chain story are better positioned as this expectation hardens into a purchase criterion.

---

## Strategies to gain a competitive edge in US eCommerce

Based on the market dynamics covered above, competing in the US comes down to three operational priorities: how you show up on mobile, how you use customer data, and how you manage presence across channels. Each one is addressed below.

### Winning on mobile and optimizing your online store

Smartphones account for 68% of online orders in the US, according to Soax/Statista, but desktops drive a disproportionate share of revenue, with a significantly higher average order value per transaction. **Both surfaces carry commercial weight, and both need to be optimized accordingly.**

Mobile is where the majority of purchases are made, so load speed, navigation, and checkout flow need to work without friction. **Desktop is where higher-value purchases are completed**, so the experience there deserves equal attention.

### Leveraging data to personalize the customer experience

According to a [PowerReviews survey](https://www.powerreviews.com/the-complete-guide-to-ratings-reviews/) of over 21,000 US consumers, **95% of shoppers regularly read product reviews** as part of their shopping journey, and **96% said ratings and reviews were the most influential factor** in their purchase decisions. In fact, online reviews ranked higher than Google results, Amazon search, and personal recommendations.

Only 43% of survey participants said they would buy a product with zero ratings or reviews. If your listings are going live without reviews, you're starting at a significant disadvantage — regardless of how strong your product or pricing is.

The data advantage goes further than reviews. **Tracking performance at the SKU level across channels** tells you which products are driving margin versus just volume, which channels are acquiring new customers versus retaining existing ones, and where drop-off in the purchase funnel is costing you the most. That granularity is what separates sellers who scale efficiently from those who grow revenue while quietly eroding profitability.

### Competing across physical stores, marketplaces, and brand websites

[According to Marketplace Pulse](https://www.marketplacepulse.com/articles/amazon-and-shopify-are-now-half-of-us-e-commerce), Amazon generated roughly $440 billion in US sales in 2025, representing a **35.7% share of the total US eCommerce market**. Shopify claimed a 14% share in its Q4 2025 earnings call, up from 12% the year prior. Together, they account for nearly 50% of all US eCommerce.

Moreover, eMarketer reports that 57% of US adults start their product research on Amazon, using it as a **price reference and discovery tool** regardless of where they ultimately buy. Brands that aren't selling on Amazon often still need to monitor it closely for that reason.

Beyond Amazon, the platform landscape is varied. eBay suits smaller sellers and unique or secondhand products. Walmart Marketplace, now the second-largest US eCommerce platform, offers access to a massive customer base but restricts third-party sellers to 35 product categories. Etsy remains the right channel for handmade, vintage, and craft goods. Target Plus is invite-only.

The tension most multichannel sellers navigate is between platform reach and data ownership. Selling on Amazon gives you access to a massive audience; selling through your own store gives you the customer relationship and the data. Most successful US brands run both, **using marketplaces for acquisition and owned channels for retention and lifetime value**.

## Why Channable is the strategic choice for US eCommerce in 2026

Operating across Amazon, Walmart, Google Shopping, and social channels simultaneously creates a product data problem that compounds as your catalog grows. Every channel has its own feed format, content requirements, and optimization logic. Managing that manually, or through a patchwork of separate tools, introduces errors that cost you listings, conversions, and margin.

With [Channable](https://www.channable.com), you can [centralize your entire product data operation](https://www.channable.com/products/product-feed-management-tool) with one platform. Your catalog becomes a single source of truth: structured once, mapped to each channel's specifications, and updated automatically as inventory, pricing, and product details change. Rules let you apply IF/THEN logic to reformat, filter, or optimize data for each channel without touching it manually.

With Channable, you can also build and manage performance-based PPC campaigns for Google and Amazon directly from your product feed, so your ads stay synchronized with your inventory in real time. When a product goes out of stock, its ad pauses. When a price drops, the campaign reflects it immediately; you stop paying for clicks that can't convert.

For US sellers managing large catalogs across multiple channels, getting this infrastructure right early separates growth that compounds from growth that creates constant operational drag. And we know which we'd prefer.


The state of eCommerce in the US: Statistics, trends & strategies

Social shopping is not just a trend. Your potential customers are probably watching a founder demo a jacket on TikTok Live or hunting for vintage finds through Instagram or Pinterest boards that feel more like editorial than advertising.

The purchase consideration and the purchase itself are now happening in the same scroll. It's called social commerce or social shopping, and it's gaining retail market share as you're reading this. Maintaining a strong social media presence is essential for brands to capture this attention.

The opportunity is clear, but it requires some planning. This guide covers what it takes to build a social shopping strategy:

- Social media shopping tactics that online retailers should prioritize to boost sales
- A breakdown of the most popular social shopping networks
- The social commerce trends reshaping the space
- How to set up the product data infrastructure needed for implementing social shopping

Keep reading to find out how you can turn scrolls into sales.

## Key takeaways

- Social commerce now accounts for 15.2% of global eCommerce
- 46% of resale discovery now happens outside dedicated resale platforms through social feeds and creators on mobile devices, and in-person browsing
- 43% of secondhand shoppers have purchased via social commerce or livestream formats
- Consumer influence and peer reviews generate the highest positive sentiment among shoppers
- In-app checkout removes the single biggest drop-off point in social purchase journeys: the redirect to an external site
- Structured product data is the foundation of a seamless online shopping experience; tags, catalogs, and dynamic ads all depend on it being accurate and complete

## Social shopping in 2026: An overview

Social shopping refers to **purchasing products directly through social media platforms**, integrating the social interaction of these platforms with the convenience of online shopping. It accounted for 15.2% of total global eCommerce in 2026, with social commerce sales forecast to reach nearly $586 billion, up 16.5% year-over-year. **Leading the adoption are China, Thailand, India, Peru, and Colombia**, where roughly nine in ten internet users made purchases through social networks in 2024. This trend is a core component of modern social media marketing.

[According to McKinsey & Company's State of Fashion 2026 report](https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20fashion/2026/the-state-of-fashion-2026_feb.pdf), shopping via livestreams and social media apps is growing significantly in Asia, with the trend gaining traction in Europe and the U.S. In China and India specifically, about two-thirds of consumers engaged in live shopping events in 2025. Western markets are still maturing, but the trajectory is pretty clear already.

**Social shopping is also reshaping secondhand discovery** in ways that matter for any fashion brand with a resale or circular strategy. [ThredUp's 2026 Resale Report](https://www.thredup.com/resale/) found that **46% of resale discovery now happens outside dedicated resale platforms**, through feeds on social shopping sites, creators, and in-person browsing. And 43% of secondhand shoppers have purchased via social commerce or livestream formats. Among Gen Z and Millennials, that adoption rate is nearly triple that of older generations.

Social shopping isn't new, but what's changed is where the friction appears in the buying process. For years, social commerce meant clicking a tagged product in a post and getting redirected to a product page to complete the purchase. That redirect is where brands were losing conversions, as it disrupts the online shopping experience and adds extra checkout steps to the process. Consequently, shoppers who discovered something in a feed rarely completed the purchase once they left the app.

That gap is now closing with in-app checkout on Meta, TikTok Shop, and Pinterest, which has moved the entire purchase journey — discovery, consideration, and transaction — inside the platform. **Now, the customer never has to leave an app to check out.**

## 4 ways to drive revenue with social shopping platforms

If you're not in on it yet and don't know where to start, here are four strategies you can use with key social shopping tools and platforms.

### 1. In-app checkout and frictionless conversion

Redirecting a shopper from Instagram to a product page, then to a cart, then to a checkout screen is a sequence of unnecessary hurdles. Each step loses people who were ready to buy.

According to the Journal of Retailing and Consumer Services, **around 75% of online shoppers abandon their carts at the final stage of purchase.** The culprit is usually a goal impediment — a disruption that breaks the shopper's momentum right before they buy.

**In-app checkout removes that sequence entirely.** Meta's checkout, TikTok Shop, and Pinterest's direct purchase integrations let shoppers go from discovery to payment confirmation without ever leaving the platform.

For this to work, **your product catalog needs to be clean, structured, and synced in real time.** Pricing, inventory, and variant availability all need to be accurate at the moment a shopper decides to buy. An "add to cart" that returns an out-of-stock error is its own form of goal impediment, stopping sales even more effectively than a redirect does.

### 2. Shoppable content across every touchpoint

Shoppable content turns passive browsing into an active purchase path. Tagged products in feed posts, shoppable video overlays, product stickers in Stories and Reels, and buyable Pins on Pinterest all create **low-friction entry points to your catalog from content a shopper was already engaging with**.

The key is making sure your product data is complete enough to populate these formats correctly. A tagged product with a missing image, an incorrect price, or a vague title performs far worse than one with rich, accurate data.

For brands running [dynamic product ads](https://www.channable.com/products/product-feed-management-tool) on Meta or TikTok, the same principle applies. Dynamic ads pull directly from your catalog, so the quality of the underlying product data determines the quality of every ad unit generated.
![Three colorful toy cameras in pink, yellow, and blue representing product variants connected to a product feed table, flowing through social and search channel logos including Google, Meta, Amazon, and TikTok.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmqsed5aw4o2b07w4iopja7g6)
### 3. Live shopping formats that build urgency and community

The McKinsey State of Fashion 2026 report identifies **live commerce as one of the defining shifts** in how categories like fashion are sold in Asia, and brands operating in Western markets are starting to see the same engagement dynamics.

**Facebook Live remains the leading live commerce platform in the U.S. by revenue**, but TikTok Live is growing faster, particularly with younger audiences who treat it as entertainment first and shopping second.

Unlike static content, live commerce creates **real-time social pressure**. Brands can host live shopping events to leverage scarcity and build community. When a host shows a limited-edition colorway and 200 people are watching the same stream, **scarcity and demand become visible**.

Before you start selling on social media channels, there are two big boxes you need to tick:

- Products you feature during a stream need to be immediately purchasable, either through in-app checkout or a link that goes directly to the right product page, not your homepage
- You need to manage inventory in real time so you're not selling stock you don't have

Miss either one, and the sale falls through.

### 4. Social proof with user-generated content (UGC) and influencer marketing

Research analyzing nearly 400,000 Reddit posts noted that **peer reviews and online communities create stronger purchase pressure than expert voices**, often outweighing brand-led messaging entirely.

For brands running Creatives at scale, [Channable's dynamic image editor](https://www.channable.com/products/dynamic-image-editor) can help generate on-brand product visuals that integrate well alongside UGC in paid social placements.
![how Channable's dynamic image editor maps product feed fields including logo, product title, badge, image link, price, discount, and price cut to their corresponding positions in a generated ad creative.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmqsea2ya4rio07uo4ww4gp6e)
## Where to focus social commerce efforts: A platform-by-platform breakdown

Not every platform works the same way for your audience or for your product category. A 2025 survey of more than 1,500 consumers by Constructor and Shopify found that social shopping is now universal, but **preferred platforms vary by generation.**

Getting your social media platform mix right starts with knowing which generation is buying what you sell. Let's explore this further.

### 1. Meta

**Instagram (38%) and Facebook (37%) are the two largest social discovery sources across all generations,** according to the Constructor/Shopify survey. Among Gen X and Boomers specifically, 38% and 30%, respectively, **buy directly through Facebook**.

MikMak's State of Social Commerce Report found that **Instagram shoppers had the highest average annual purchase intent value of any platform at $158**, with Facebook second at $133. For fashion brands selling at mid-to-premium price points, that spending power matters.

Facebook and Instagram together accounted for 55.8% and 32.5% of all social commerce purchase intent clicks. **Facebook Live also drives the most live commerce revenue in the U.S.**, making it the strongest starting point for brands testing shoppable formats.

For catalog-based advertising, Meta's dynamic product ads pull directly from your [Facebook product feed](https://www.channable.com/integrations/facebook-product-feed), making feed quality the single biggest lever on ad relevance and performance.

**Strong fit for:** Brands with large catalogs, retargeting-heavy strategies, and audiences in the 25–45+ demographic.

### 2. TikTok

TikTok's trajectory in social commerce is unlike any platform before it. The MikMak data shows it **jumped from 7th to 3rd in social commerce traffic share in a single year**. The Constructor/Shopify survey tells us **58% of shoppers aged 18–29 report discovering and buying products directly via TikTok**.

[TikTok Shop](https://www.channable.com/integrations/tiktok-shop) allows brands to list products directly, tag items in videos, run shoppable livestreams, and let affiliate creators sell on their behalf through the platform's creator marketplace. The content format **rewards authenticity over production value**.

The platform skews **Gen Z and younger Millennials**. If that's your core buyer, TikTok is where the discovery starts. For more on TikTok Shop's commerce mechanics, see [Channable's TikTok Shop guide](https://www.channable.com/blog/tiktok-shop-marketplace-social-commerce-growth).

**Strong fit for:** Brands targeting Gen Z and younger Millennials, products with a strong visual or narrative angle, and teams willing to invest in creator partnerships.

### 3. Pinterest

Pinterest is where intent lives. Users actively search for style ideas, outfit inspiration, and home aesthetics, which means purchase intent is higher at the point of discovery than on platforms where shopping is passive. The platform's **shoppable Pins connect directly to product pages**, and its visual search tool lets social media users find products by photographing items they already own or see out and about.

The MikMak basket size data found that **Pinterest shoppers averaged 3.52 items per basket — the highest of any platform tracked**. Shoppers arrive with a project in mind, creating genuine opportunities for complementary product discovery and increased order values.

For fashion brands with a resale or secondhand angle, Pinterest's community is particularly receptive. ThredUp's data shows **resale discovery increasingly happening through social feeds and creator content rather than platform search**, and Pinterest's curation-heavy environment is well-suited to that shift.

[Channable's Pinterest integration](https://www.channable.com/integrations/pinterest) supports catalog-based marketing campaigns and product tag management.

**Strong fit for:** Lifestyle and fashion brands, brands with strong visual assets, and those with resale or sustainable fashion positioning.

### 4. Snapchat

Snapchat reaches an audience that spends significant time in the app but is often underserved by brands focused entirely on Meta and TikTok. Its shopping tools — Dynamic Ads, Shoppable AR lenses, and product catalog integration — give it genuine differentiators. The standout is AR try-on, which lets users virtually try on shoes, glasses, and accessories, reducing return rates and increasing purchase confidence.

MikMak's data shows that **Snapchat shoppers had an average annual purchase intent value of just $21, the lowest of any platform tracked.**

That makes Snapchat **less useful as a direct revenue driver and more valuable as an upper-funnel awareness channel**, particularly for reaching **under-25 target audiences with high future lifetime value**. The audience's receptiveness to limited-time, exclusive-feeling offers matches the platform's ephemeral content format well.

**Strong fit for:** Brands with strong product visualization opportunities (footwear, eyewear, accessories) and those building awareness with under-25 audiences.

## How Channable supports social shopping at scale

Getting social shopping to work operationally hinges on product data that's accurate, complete, and formatted correctly for every platform you're selling on. That's harder to maintain than it sounds when you're managing hundreds of SKUs across Meta, TikTok Shop, Pinterest, and Snapchat simultaneously.

With Channable's [product feed management tool](https://www.channable.com/products/product-feed-management-tool), you import your catalog once and use rules to adapt it for each social channel's specific requirements. Titles, descriptions, image formats, category mappings, and variant-level availability all get handled per-channel from a single source. When inventory changes or prices update, those changes propagate across every platform automatically.

For paid social specifically, Channable supports catalog-based dynamic ad campaigns on [Meta](https://www.channable.com/integrations/facebook-product-feed) and [Instagram](https://www.channable.com/integrations/instagram), with feed rules that keep ad creative aligned with what's actually in stock and correctly priced. Combined with [Channable's dynamic image editor](https://www.channable.com/products/dynamic-image-editor), you can generate on-brand product visuals at scale directly from your feed — useful for brands running high-volume dynamic ad campaigns across multiple social platforms.

If you're selling on social, Channable makes sure your product data is ready for it.

<center><p style="text-align: center;"><a style="display: inline-block; padding: 12px 24px; border: 0; border-radius: 3px; font-weight: bold; letter-spacing: .0625em; text-transform: uppercase; background: #e54692; color: #fff; text-decoration: none;" href="https://www.channable.com/signup">Try Channable for free</a></p></center>

## Sources

- Statista: Social Commerce Share Worldwide
- McKinsey & Company: The State of Fashion 2026
- ThredUp: 2026 Resale Report
- Journal of Retailing and Consumer Services: "Cart abandonment and goal impediment in online shopping"
- Aydin, G. et al.: "What consumers really think about sustainable fashion: A computational analysis of online discussions," Journal of Global Fashion Marketing, 2026
- Constructor & Shopify: 2025 State of Ecommerce
- MikMak: State of Social Commerce Report 2023


How to drive sales and customer engagement with social shopping

In 2020, livestreaming shopping events generated over [$5.5 billion in sales in the United States](https://www.xliveglobal.com/marketing/early-learnings-shoppable-livestreams-hit-us-market-holidays){nofollow} alone — and those numbers are projected to reach a cool yearly $25 billion by 2023. That means that livestream sales could make up a stunning [20% of all eCommerce sales](https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/its-showtime-how-live-commerce-is-transforming-the-shopping-experience){nofollow} by the second half of this decade.


A huge spike in eCommerce was instantly noticeable at the start of the pandemic — soon followed by the massive resurgence of livestream shopping. Due to the subsequent lockdown measures, livestream shopping became the next best thing to the in-person experience. Livestream shopping allowed people to watch others try stuff out in real-time and provide instant feedback. That’s why livestream shopping hasn't gone away once the pandemic has subsided.


## What is livestream shopping?
If the term “live shopping” doesn’t instantly ring a bell, the Home Shopping Network probably does. Now, imagine that — but streaming live on the Internet, across all devices and platforms. Websites, mobile phones, and even Instagram; all of them are ripe for the next phase of social commerce.



But to truly understand livestream shopping, we need to go back a couple of decades — to the live shopping networks of the late 70s and 80s. The likes of the Home Shopping Channel and QVC took North America by storm first and, soon enough, the entire world. In a couple of years, regionalized versions of these channels would spring up globally.


They specialized in selling a couple of key product niches — beauty, fashion, and home goods. And just like any other channel, they had their recognizable hosts, occasionally joined by celebrity guests who would pitch their own products directly to consumers.

![Livestream-shopping](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/nV14kJboSmGN08zoPett)

Essentially, livestreaming shopping is almost identical to this — the format of the content is pretty much the same, but we’re watching it in different places. Social media platforms are there to take the place of TV networks, mobile phones are the go-to devices instead of televisions — and of course, “Buy Now” buttons that lead to the ecommerce portion of the experience have replaced the “Call Now” hotline prompts.


However, the crux of social selling remains identical — buyers still have a real-time feedback loop where they watch product demonstrations and reviews with the opportunity to ask any questions in real time. This digitization of the concept behind HSN and QVC is a huge business opportunity for any product-oriented company — and it’s about to transform the world of ecommerce.



## How did livestream shopping start?
The current iteration of livestreaming shopping was [popularized by ShopShops](https://www.modernretail.co/retailers/shopshops-founder-liyia-wu-qvc-china-livestream-shopping-fashion/){nofollow} — a platform created in 2016 by Liyia Wu, a Chinese American entrepreneur. Her knowledge and experience in the worlds of fashion, retail, and business led her to this extremely lucrative format, originally intended for Chinese travelers. Soon enough, her company would bring life to a $60 billion industry that's showing signs of rude health and robust growth. 


And once COVID-19 hit the Northern Hemisphere, it created the perfect storm for the adoption of livestream shopping among European and North American consumers. ShopShops has been at the center of this innovation, having expanded to various platforms like Instagram and reaching US buyers.
By the end of 2020, platforms like Shopify and Facebook Shops would enter the newly discovered market as well.

## Benefits of livestream shopping
Today’s world is more social than ever, thanks to the constant communication and content sharing we all enjoy through social media platforms. And this lifestyle has made livestream shopping the perfect conduit for online merchants looking to approach their target audience in a more personal, direct way.



[Data from Shopify](https://www.shopify.com/research/future-of-commerce/future-of-ecommerce){nofollow} has shown that the number of their merchants that have installed some kind of app for livestream shopping in 2021 was 61% larger than in 2020. And this lightning-fast rate of adoption is set to grow even more by the end of 2022.

All brands that rely on ecommerce are looking to invest in social commerce in one way or another — and in 2022, that pretty much means all brands, period. So, considering all of this — why is livestream shopping so hot right now? And why do so many business decision-makers believe it's the future of ecommerce?

![Livestream-shopping Data](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/IRZ34ghgQOKS12OZXhWG)

### Higher engagement and conversion rates

In all honesty, the jury is still out on how effective livestreams are at getting viewers to actually buy something. The most successful livestream shopping events capture up to 20% of the audience — but this depends on the quality of the demonstration and the product. [Some retailers](https://www.washingtonpost.com/business/2021/07/08/live-stream-shopping/){nofollow} aren’t getting the sales they expected from livestreaming just yet — but there’s a catch.

Even though the original iteration of live shopping comes from North America, right now, livestream shopping is still very much a niche in the western world. However, we can look to China for predictions on how the trend might grow in the future. It started out as a niche there as well, more than half a decade ago — but today, conversion rates among the core audience are absolutely huge; as high as 40%.


And even though we’re not sure about the conversion rates in Europe and North America just yet, one thing is certain — livestream shopping generates huge engagement rates, regardless of location. In fact, it’s becoming one of the best ways to entice social-media-focused Gen Z shoppers.

The [shoe retailer Aldo](https://retail-insider.com/retail-insider/2021/06/aldo-pilots-livestream-shopping-as-the-asian-trend-expands-into-canada-expert-commentary/){nofollow} is a prime example — they noticed a 300% engagement rate in just five days following a 2021 livestream shopping event. And a year before, Walmart piloted their own livestream shopping content on TikTok — [increasing their follower base](https://techcrunch.com/2021/03/09/walmart-to-host-a-new-live-stream-shopping-event-on-tiktok-following-successful-pilot/){nofollow} on that platform by 25% almost overnight.

### Low return rates

Return policies are one of the biggest hurdles in ecommerce — with the lack of a brick-and-mortar infrastructure, they’re a much bigger problem for online-only businesses.


Returns can be a huge drain on profit margins, destroy conversion rates, and in the end, threaten entire businesses. That’s why it’s important to note that one of the biggest upsides of livestream shopping events is a [much lower return rate](https://www.retailtouchpoints.com/topics/digital-commerce/livestreaming-update-coresight-debunks-5-common-myths){nofollow} compared to other online purchases. So, even if fewer people convert to paying customers — they’re still a more secure sale, and far less likely to return their purchased products.

The reason for this is simple — livestream shopping events provide the unique opportunity to educate the target audience in immense detail. Unlike someone that just looked at a couple of pictures on a product page and read the short description, livestreaming customers know exactly what they’re buying.

## How to leverage livestream shopping
As a brand, there are tons of ways you can start getting into livestream shopping right now. One of the most direct ways is to start hosting your livestream shopping events on your online storefront, if you have one. [Retailers like Nordstrom](https://nordstromrsvp.com/nlive){nofollow} have opted for this route — they now have their own livestream shopping channel, with experts and founders from famous brands like Giorgio Armani and Tom Ford.


Plus, besides giving you opportunities for valuable data capture and branding, self-hosting also means having the opportunity to replay the event as a “rerun” sometime down the line and generate new sales or repurpose the content in another way.

Naturally, harnessing the power of livestream shopping as a brand has its challenges as well. Today, most eCommerce companies use a variety of channels to advertise and sell a vast number of products — and while livestream shopping is an important channel, it’s not the only one.


In light of that, well-maintained data feeds are becoming increasingly important for eCommerce companies that want to stay effective, efficient, and ultimately — competitive. That’s why [product feed management tools](https://www.channable.com/products/product-feed-management-tool){nofollow} have become popular with brands that want an easy way to bring their data from various channels together into a coherent whole.


![Livestream-shopping-article-3.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/3jbHYx8mTReJsFNerTU7)

### Going social

There’s no social shopping in 2022 without social media — which is why using the built-in livestream shopping features of the major players like Instagram and Facebook is important. And that’s a great idea even if you have a self-hosted platform of your own — you can still livestream the events on Facebook and Instagram as well to maximize viewership.

Of course, YouTube is leading the way here — but Facebook, TikTok, Instagram, and even more niche websites like Twitch are getting into livestream shopping as well. For instance, [Instagram Live Shopping](https://business.instagram.com/blog/instagram-live-shopping-reach-customers){nofollow} is now a built-in option for US-based creators and brands with business accounts — and Facebook Live Shopping works in a similar way.

### Leveraging different formats

Any successful livestream shopping event has two key elements: audience interaction and product demos. However, the rest of the details are up to individual brands — which opens up plenty of opportunities for unique and engaging content.

Home Depot has started livestreaming DIY tutorials — and beauty brands can do the same with makeup. Also, brands that rely more on influencer marketing can host Q&As and interviews. 


Just keep one thing in mind: no matter how the content is presented, it still needs to be entertaining. And that’s the main difference between livestreaming shopping and the home shopping networks of the 70s.


Today, audiences have dozens of cable channels to choose from when they watch TV — not to mention the infinite avenues of online entertainment.

So, they won’t watch something that’s not entertaining, regardless of their affinity towards a specific brand. If you’re going to captivate today’s short-attention-span audiences, you will need to create content that informs and entertains.

**Keeping it personal**

Even if a livestream is being watched by a million viewers, the people presenting your products should still keep it personal and treat the format as if they were speaking to a single individual. Addressing the viewership directly, with a lot of “you” is the way to go in the age of social media and personalized content.


Nike is an excellent example of this with its iconic “Just do it” tagline and its constant direct addressing of its customers.

Of course, the focus is still on the content itself — if you’re selling a beauty product, you need to paint a picture of what it's like to use it in everyday life. But it should be about how the viewer would feel; not about what the presenters are feeling at the moment.

## The future of eCommerce
Ecommerce is convenient and easy — but the lack of a human element and interaction means the experience still leaves something to be desired. 


However, livestream shopping fixes all of that by bringing people and the way they use the advertised products back into the center of online marketing. It gives just the right dose of human contact in an otherwise somewhat lifeless buying interaction.


Because of this, in the post-COVID era, livestream shopping and its future iterations will become one of the central pillars of ecommerce.

Livestream Shopping: Is it the future of eCommerce? 

***Video Shopping Ads aren’t currently available in all markets. Please check with TikTok if you are eligible to launch VSAs.***

Video Shopping Ads have replaced Dynamic Showcase Ads (DSAs), with TikTok taking the chance to add a number of improvements for advertisers along the way.

Don’t worry if you’ve never created dynamic product ads, or a product catalog before; Channable makes it easy for advertisers to set up, optimize, and integrate them into the TikTok Ads platform.

We’re going to explain what Video Shopping Ads are, how they work, and why Channable is the best solution for advertisers who want to take advantage of the [world’s fastest-growing social media platform](https://myva360.com/blog/fastest-growing-social-media-platforms).

## TikTok advertising: What are TikTok Video Shopping Ads (VSAs)?

TikTok’s Video Shopping Ads (VSAs) are customized video ads that are shaped around a user’s preferences and behavior. They’re created in real-time and are based on TikTok’s customizable ad templates. 

Templates are automatically filled with product information from a product catalog created, maintained, and updated by the advertiser.

VSAs can be described as TikTok’s approach to dynamic product ads. If you’re unfamiliar with dynamic ads, they’re a type of social ad popular among advertisers who use them to promote large product portfolios. Dynamic product ads can be used in apps and social media platforms, including [Facebook](https://www.channable.com/integrations/facebook-product-feed), [Instagram](https://www.channable.com/integrations/instagram), or [Snapchat](https://www.channable.com/integrations/snapchat).

VSAs are a key part of TikTok’s full-service eCommerce solution. It comprises an array of ad formats and tools designed to provide businesses with the opportunity to capture the full power of TikTok's influence on purchase decisions.

On TikTok, authenticity is crucial, says Rochelle White, CEO of a Gen Z-focused digital marketing agency that works with clients including Adidas, Asos, Skoda, VW, and more.

> “Consumers see through polished content and even fake content. Users on TikTok use the platform for 3 key things: education, entertainment, and inspiration.” 

“If you're fake, your content won't resonate with any of your target audience.” It’s why advertisers are turning to VSAs.

## What are the benefits of Video Shopping Ads?

Typically, advertisers use VSAs to build awareness and drive app downloads. They achieve this by promoting products and retargeting potential customers to increase purchase intent – and it works!

**There are three main benefits of running TikTok Video Shopping Ads:**

### 1. Advertise a large product portfolio at scale

TikTok ads are based on templates, which are automatically filled with information from a product catalog. This makes them a powerful and effective solution to advertise large product portfolios at scale but in a personalized way.

Everything’s done automatically, saving marketers the cost and expense of manually creating thousands of individual ads.

### 2. Create highly personalized content

VSAs make It easier than ever for advertisers to create personalized content. The adaptability and optimization of product catalogs in real time (for example, filtering out-of-stock products) enable you to (re-) target relevant products to audiences showing a specific behavior, or interest. 

TikTok’s advertising formats and creative templates blend seamlessly with content created by users, so ads appear more native – this can make them more appealing and authentic to customers, and effective for advertisers.

### 3. Target customers across devices

VSAs can target customers who’ve shown interest in an advertiser's products, showing them ads across platforms and devices. Advertisers can target an interested visitor who initially browsed a website on a desktop computer and later re-visits it on a mobile device. 

Retargeting this way means ads are served across platforms, maximizing opportunities to see.

## How do Video Shopping Ads work? 

Video Shopping Ads use a [product catalog](https://ads.tiktok.com/help/article/catalogs?lang=en). This is a data file containing all of your product information. You can list thousands or even millions of products in your catalog, as long as they have a unique SKU.

You’ll need to ensure that your product catalog contains all the information TikTok needs. You can learn more in its guide to [Catalog Product Parameters](https://ads.tiktok.com/help/article/catalog-product-parameters?lang=en).

The product catalog is connected to TikTok’s Ads Manager, where the ad template pulls the product information from the feed to create the final ad. It’s critical that this feed is constantly updated and optimized to make VSA’s as effective as possible. 

Video Shopping Ads can be targeted to two types of audiences:


### 1. Potential new customers

TikTok allows advertisers to specify a custom audience at the ad group level, specifying who should see what ads.

### 2. Retargeting audience

One of the most interesting – and effective – ways of using VSAs is through retargeting. Your ads will be displayed to any user interested in a brand or product on an app, a website, or TikTok.

TikTok tracks customer behavior via a [pixel](https://ads.tiktok.com/help/article/tiktok-pixel?lang=en) (essentially a piece of code added to your website)or an SDK for apps. Marketers can use this data to build a better picture of customers, learn more about their behavior, and make more intelligent business decisions. 

Advertisers can create certain ‘events’ to improve targeting. These events essentially tell TikTok what type of behavior and products to cross-reference with the uploaded product catalog to serve an ad for the same product again.

## 4 reasons to consider TikTok advertising right now

![Tiktok mobile.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Q0RJ0qxRbubZc9PTaJVO)

TikTok is a social media behemoth with over [1 billion active users](https://www.statista.com/topics/6077/tiktok/). Some of the world’s biggest brands and best marketers have quickly realized the unique advantages of the platform.

Here are 4 reasons why brands, retailers, and digital marketers should advertise on TikTok:


### Reach Gen Z

According to [Statista](https://www.statista.com/statistics/1095186/tiktok-us-users-age){nofollow}, TikTok’s main audience is Generation Z (those born in the late ‘90s to 2010). 

This demographic makes up an impressive one-quarter of its users (25%). Late Millennials (those born in the early to mid ‘90s) are second, almost 22% of the platform’s total users.

The lesson? TikTok and Instagram are the only social platforms that reach this many young adults and teenagers. If you want to target adults aged 18-35, TikTok is a channel you can’t afford to miss.

The impact of advertising on TikTok for a brand can be massive, says White. She describes working on the benefits of TikTok ads for a well-known drinks brand. “Building a brand that can freely express itself without having to fight the algorithms or fit in with anyone else is refreshing.

“This provides a new way for brands to be creative, tell their story, and for users to engage and discover new products,” she says.

Getting the right ad approach has had incredible results for White and the brand she was working with. In just six months, the team achieved incredible results, including:

- 1.7m advert views
- 13.7k on organic content 
- Increased followers from 12,567 to 222.9k 
- 33.5k account likes 

The brand decided to run TikTok ads alongside Instagram Reels but had to adjust its approach for the audience to appeal to their needs.

Brands advertising on TikTok should ensure they’re authentic in their messaging and ethical in their approach, says Ian Spencer at content marketing agency 42group. 

“Gen Z customers want to buy from brands with a purpose beyond simply making money. We recommend that clients investing in TikTok advertising spend time understanding the opportunities and adjust their tone and approach accordingly.”

![Statista graph.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/dQ3XiN7RRuWHawBjebUv)

### High engagement rates

According to [The Verge](https://www.theverge.com/interface/2020/6/10/21285309/tiktok-2020-user-numbers-revenue-smash-hit-mea-culpa), the average TikTok user spends 52 minutes per day using the platform. 

These are impressive numbers compared to other platforms, with users spending just [28 minutes on Instagram](https://techjury.net/blog/time-spent-on-social-media/#gref) and [30 minutes on Snapchat](https://techjury.net/blog/time-spent-on-social-media/#gref).

[The majority](https://influencermarketinghub.com/tiktok-stats/) (68%) of users watch, like (63%), and follow (63%) other people, which enables ads and videos to spread organically, which can lead to huge exposure for campaigns. This can be amplified by using TikTok’s full advertising capabilities, like hashtag challenges and live streams.

Engagement on the platform can be broken down as follows:

![ACTIONS WHILE USING TIKTOK.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/4yE2Ag1JT8gisgwxnxE2)

### TikTok users (really) like to shop - and buy on impulse

According to research by [GWI](https://blog.gwi.com/trends/tiktok-new-social-media/), more than 80% of TikTok users are more likely to cite a “buy button” on a social media platform as a purchase driver than users on other social networks.

[TikTok](https://newsroom.tiktok.com/en-sg/tiktok-is-the-platform-where-content-and-commerce-converge-helping-consumers-discover-and-make-their-next-purchase-sg) says its users are 1.7x more likely to have purchased a product they discovered from the TikTok app than any other social media platform.

However, only 14% actively research products on TikTok (compared to 28% of other social networks). This highlights the impulsive nature of TikTok shoppers. Users who see it want to buy it – and they tend to purchase immediately. 

TikTok worked with athletics brand Aerie to boost sales among a female audience. Using dynamic product ads, the brand automatically targeted users with thousands of different products. 

They achieved a 7.88 return on advertising spend (ROAS), with a 78% more efficient cost-per-purchase than the initial goal.

### TikTok is great at increasing awareness and top-of-funnel communication 

GWI’s research illustrates how successful brands are currently advertising on TikTok. Top-of-funnel communication (such as creating brand awareness by sharing marketing messages) is a key objective for over a third (33%). Just a quarter (26%) of campaigns aim to achieve a direct sales lift.

“All the ad campaigns we’ve run on TikTok have been tested to work out the effectiveness of future promotions,” says Kristian Sturt, owner and lead influencer marketing agency [Colossal Influence](https://www.colossalinfluence.com/){nofollow}. “What we worked out in this time is that as of today TikTok tends to offer better value than IG and Youtube when done correctly (their native ad platform).”

TikTok advertising is highly cost-effective, says Sturt. 

> “Brands often use TikTok to promote to Gen Z in short-form content. As of today, it tends to offer decent value when compared to its counterparts on social media because comparatively it’s a new platform and so price points are still being formed/being kept lower to entice companies.”

![Why brands use TiKTok (1).png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/g3Oh6bYCQrqkZxDSu2nG)

For a broader multichannel perspective, our [Selling on Kaufland internationally](https://www.channable.com/blog/selling-simplified-kaufland-global-marketplace) podcast episode looks at how marketplaces like Kaufland complement social commerce strategies.

## 6 Steps to create and run TikTok VSAs with Channable

In 2024, advertising on TikTok is critical for retail brands and businesses who want to connect with Gen Z. Setting up campaigns on TikTok is simple – if you know what you’re doing. 

Channable makes it as easy as possible for all advertisers to create campaigns that increase awareness and drive engagement among hard-to-reach customers.

Here are 6 steps to create and run TikTok VSAs with Channable.

### 1. Create a Channable TikTok Product Feed

It’s now easier than ever to have your source feed updated, optimized and ready to go for TikTok’s Video Shopping Ads. Channable enables you to create, manage and evaluate social selling campaigns that target Gen Z. 

Simply [upload your products to Channable](https://www.channable.com/how-channable-works) and create a [TikTok feed channel](https://helpcenter.channable.com/hc/en-us/articles/4409210680210-Setting-up-a-TikTok-feed). This is the simple way to categorize your products.

You can use Channable’s rules to enrich and optimize the product information and map all relevant fields to match TikTok’s requirements.

Want to know more about online marketing? Read our [Social Commerce in 2022 guide](https://www.channable.com/downloads/social-commerce-2022 to learn how to drive conversions across TikTok, Instagram, Snapchat, and more.

![Step 1 copy.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/kE2aZjmVTGi2y6wdT8cz)

### 2. Create a Product Catalog on TikTok Ads Manager 

Enter TikTok’s Ad Manager to create a product catalog within the platform.

![STEP 2.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/4caK4GCQR3bcy4Nwpwbq)

### 3. Connect the product feed to the Product Catalog

Use the URL generated in the “feed setup” step in Channable to integrate your updated product feed into the TikTok product catalog. 

![Step 3.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/bCnVMzbmSeaXN0BtLSsW)

Once a catalog is created, you can connect Channable’s product feed to the platform by inserting the Feed’s URL. TikTok automatically loads all products into your catalog and keeps the product file up to date. You can manage the feed completely within Channable. Any updates will be updated on TikTok in less than an hour.

![Step 3.3.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/pX7iq9raTv2YE4hXt7mH) 

### 4. Generate one or more video templates for your catalog

![Step4_generateVideoTemplates (1).png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/J1SEKkcYQ6Oi3h0dYT4s)

This is the fun part. TikTok provides a huge range of ad templates in the same style as user content. You can adapt, adjust, and customize these to suit your brand.

There are some limitations. For example, each Catalog has a limit of 20 video packages.

### 5. Integrate Events

![Step 5.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cplRK84XQL6iv1aoWBMS)

If you want to retarget specific users that have performed an action on your website or app, you’ll need to install the pixel and set up “events”. TikTok then tracks this behavior and matches it with your product catalog. 

Creating events gives you even greater control over advertising, and provides greater opportunities for targeting specific users.

### 6. Choose your audience and launch your campaign  

You’re almost done! Here you can set up campaigns, ad groups and ads. At the [ad group](https://www.channable.com/blog/blog-difference-between-ad-campaigns-and-ad-groups-ppc-advertising) level you are able to select your catalog and product sets as well as choose the audience. 

At ad level you can specify your video ad design and (deep) link your ads to your preferred destination.

![Step 6.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/5j4YvRmdQ7LNXc74e6MQ)

## Create TikTok video shopping ads with impact

One thing is certain: Social media advertising is changing. TikTok users don’t want generic ads; they want personalization - and delivering it pays. “In most cases, they’ll give authentic content a shot. As long as it's displayed as an ad, no rules are being broken,” says Sturt. 

Using VSAs is a shortcut to better click-through rates (CTR), engagement and overall, higher return on ad spend (ROAS).

VSAs enable you to create a brand with personality, and that's powerful, says White. “Building a brand that can freely express itself without having to fight the algorithms or fit in with anyone else is refreshing,” she says.

Channable makes it simple to generate thousands of ads in an instant, connecting you with Gen Z consumers more efficiently and effectively than ever before.

If you’re a Channable customer, you can trial TikTok VSAs in your existing Channable account.

Not signed up? Contact us today for your [free trial](https://www.channable.com/signup).

All you need to know about TikTok’s Video Shopping Ads and how to set them up with Channable

The potential of Swiss marketplaces is enormous. To conquer the unique Swiss ecommerce market, you need to understand its specific characteristics and adapt your marketplace strategy to local conditions. Here is everything you need to know about the **top 12 platforms and what it takes to sell successfully in Switzerland**.

Key Takeaways
-------------

*   Demand on Swiss online platforms is growing rapidly, especially for cross-border trade.
*   Galaxus and Digitec remain the leading platforms, followed by Amazon, Zalando, and others.
*   You must adapt your product data linguistically and technically to Swiss requirements.
*   Tools like Channable enable efficient integration, feed optimization, and categorization to perform optimally.

Swiss ecommerce market: Local marketplaces vs. international big players
------------------------------------------------------------------------

Ecommerce revenue in Switzerland grew from 7.1 billion CHF in 2015 to **14.9 billion CHF** in 2024, representing an increase of nearly 110 percent (Source: [Handelsverband](https://handelsverband.swiss/news/schweizer-online-konsum-waechst-im-jahr-2024-erneut-um-3-5-prozent-groesste-gewinner-ch-marktplaetze/)). Local giants like Digitec Galaxus continue to show strong growth. However, they face **increasing competition from abroad**. Zalando leads the [2025 Carpathia ranking](https://insights.carpathia.ch/) of the highest-grossing B2C online shops in Switzerland. Digitec Galaxus AG follows closely in second and third place. International heavyweights like Amazon, Temu, and AliExpress also secure spots in the top 10.

What EU merchants need to know about Swiss ecommerce
----------------------------------------------------

Expanding into Switzerland pays off for EU merchants. You should look beyond the well-known international platforms. Swiss shops promise a Swiss quality guarantee. As a foreign merchant, you must pay close attention to the **unique characteristics of the market**.

Cross-border trade into Switzerland involves specific rules for VAT, customs clearance, and logistics. Partnering with **logistics providers** who specialize in custom-fit solutions often makes sense.

Here are the key points to consider before launching on a Swiss marketplace.

### Language

Multilingualism is a defining feature of Switzerland. The country has four official languages: German, French, Italian, and Romansh. You gain a massive advantage in the Swiss market by translating your product data into at least the two most widely spoken languages, German and French.

### Currency and payment methods

You must list the prices of your goods and services in Swiss Francs (CHF). Payment methods are just as important as pricing. Alongside PayPal, credit cards, and purchases on account, the Twint smartphone app is extremely popular and widely used.

### Customs and shipping

Importing products requires you to fill out a customs declaration with the item value in CHF for every package. An import and value-added tax applies to each package. You can find all the details on the [Federal Office for Customs and Border Security website](https://www.ezv.admin.ch/ezv/de/home/information-firmen/waren-anmelden/einfuhr-in-die-schweiz/postversand--interneteinkauf--kurierverkehr.html). To avoid the hassle, you can use specialized logistics solutions. These partners pick orders directly from your European warehouse and handle the entire import customs process. You do not need a warehouse or corporate office in Switzerland to offer customers the same convenience as local sellers. You also receive a refund on import duties for returns. Some platforms, such as Digitec Galaxus AG, even offer their own logistics solutions for foreign merchants.

### VAT

The standard VAT rate is 8.1 percent. A reduced rate of 2.5 percent applies to items like food, books, magazines, or medicine (as of January 1, 2024).

Top 12 Swiss marketplaces at a glance
-------------------------------------

*   **Galaxus and Digitec:** The platforms [galaxus.ch](https://galaxus.ch) and [digitec.ch](https://digitec.ch) jointly dominate the ranking of the largest Swiss online platforms with 27 million monthly visitors. Merchants benefit from high reach, commission-based billing, and the EU hub for smooth customs clearance.
*   **Amazon:** Amazon Switzerland offers access to a global product range, including shipping options for Swiss customers. A dedicated [Amazon integration](https://www.channable.com/integrations/amazon-marketplace-integration) lets you synchronize your product data efficiently and manage it automatically.
*   **Zalando:** This platform leads the fashion segment and enjoys strong customer trust. You can list your items through their partner program.
*   **Ricardo:** Switzerland's largest auction platform offers massive reach. You can list products for free.
*   **AliExpress:** This international platform has a growing presence in Switzerland. It is highly attractive for price-conscious buyers.
*   **[MediaMarkt](https://www.channable.com/de/integrationen/mediamarkt):** Combining an online shop with a physical store network, this is particularly relevant for consumer electronics and tech products.
*   **[eBay](https://www.channable.com/de/integrationen/ebay):** eBay Switzerland connects you to a global customer base. It remains highly popular for second-hand and niche products.
*   **[Manor](https://www.channable.com/de/integrationen/manor-marketplace):** This multichannel retailer focuses on lifestyle and homeware. It provides access to a target group with strong purchasing power.
*   **[La Redoute](https://www.channable.com/de/integrationen/la-redoute-marktplatz):** A French platform with a strong Swiss presence. The focus lies on fashion, interior design, and family needs.
*   **[Conrad](https://www.channable.com/de/integrationen/conrad-marketplace-api):** Specializes in tech, electronics, and industrial supplies. This is a great niche for highly specialized merchants.
*   **[Decathlon](https://www.channable.com/de/integrationen/decathlon):** A sporting goods giant with a powerful Swiss online shop. Listing here makes perfect sense for the sports segment.
*   **[Google Shopping](https://www.channable.com/integrations/google-shopping):** While not a traditional marketplace, it is essential for product visibility. It works ideally in combination with your other marketplace strategies.

Multichannel expansion on Swiss marketplaces
--------------------------------------------

Channable offers direct [marketplace integrations](https://www.channable.com/de/produkte/marktplaetze-und-order-syncs) to major platforms in Switzerland, such as Digitec Galaxus AG and Ricardo, alongside integrations with many other relevant sales channels. You can use our tool to adapt your data feed to the requirements of the sales platforms. With [AI powered product attributes](https://www.channable.com/de/produkte/ai-product-listing/produktattribute) you can translate your product data into eight languages and automatically list your products across all channels.

**Tip:** Find a complete overview of all available connections here: **[Discover all integrations](https://www.channable.com/de/integrationen)**

Are you ready to start selling on the most important Swiss platforms? [Discover Channable for free](https://www.channable.com/de/anmelden) or schedule a [personalized demo](https://www.channable.com/de/demo) with our sales team.

[![FR_Marketplaces campaign FR_Blog banners-01.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmnslle2nd6m207w2b8pltx4e)](https://www.channable.com/multichannel-marketplace-management)

How to conquer the Swiss online market

With a combined eCommerce volume of over **€115 billion**, the DACH region (Germany, Austria, Switzerland) represents one of the most lucrative opportunities in global commerce. However, successfully navigating the **DACH region's marketplaces** requires more than just translating your product listings into German.

The landscape is diverse: While Germany is an eCommerce heavyweight dominated by international giants, Switzerland operates by its own rules with strong local heroes, and Austria offers a unique blend of cross-border habits and local preferences. This overview breaks down exactly where you need to be to succeed in the heart of Europe.

## Key Takeaways

- **Germany is [Amazon](https://www.channable.com/integrations/amazon-marketplace-integration)-first but not Amazon-only**: To reach the full market volume of €88.8 billion, you must diversify into strong local platforms like [OTTO](https://www.channable.com/integrations/otto) and [Kaufland](https://www.channable.com/integrations/kaufland).

- **Switzerland is a premium fortress**: With the highest per capita spending in the region, local player Galaxus beats Amazon here.

- **Austria requires localization**: While many Austrians shop on Amazon.de, platforms like Zalando.at and local versions of [eBay](https://www.channable.com/integrations/ebay) and Otto are crucial for deep market penetration.

## The DACH eCommerce landscape
The DACH region is not a monolith. While the language unites these nations, their eCommerce habits differ significantly. Germany stands as the volume driver, being the largest market in Europe. Switzerland, on the other hand, punches above its weight with the highest per capita eCommerce revenue in the region (€2,667). Austria sits in the middle, benefiting from German infrastructure while developing its own distinct digital identity.

## Germany: The heavyweight champion
Germany is the undisputed engine of the region. According to ECDB data, the market volume reached **€88.8 billion** in 2024, making it a mature and highly competitive battleground.

### The generalists: The big four
If you want volume in Germany, you cannot ignore the generalist platforms.

- **Amazon.de**: The default baseline. It is the starting point for most product searches and essential for visibility.

- **OTTO**: A German institution. Unlike Amazon’s open nature, OTTO is a curated marketplace. It targets a slightly older, brand-conscious demographic and demands high-quality product data.

- **Kaufland.de**: Known for its rapid growth and immense reach. It is particularly strong in the non-food sector and offers excellent visibility on price comparison sites.

- **eBay.de**: Remains a powerhouse for specific categories like automotive parts, refurbished electronics, and collectibles.

**Note on disruptors**: Chinese platforms like Temu are rising fast in Germany. While they face skepticism regarding quality, their aggressive growth makes them a factor to watch, especially for lower-priced consumer goods.

### The specialists: Category kings
To truly penetrate the German market, you need to look beyond the generalists.

- **Fashion**: Zalando is the undisputed leader here, indispensable for fashion and lifestyle brands.

- **Electronics**: MediaMarkt and Saturn dominate the tech landscape, enjoying high consumer trust.

- **DIY & Home**: German DIY chains discovered the marketplace game late, but they are now catching up with interesting concepts. The offline market leader, OBI, offers the most promising approach: It smartly connects its marketplace with powerful Retail Media options and gradual integration into its physical stores (POS).

## Austria: More than just a neighbor
With an eCommerce market volume of **€10.5 billion**, Austria is often treated as an extension of the German market. While this works for logistics, it often fails in marketing and trust-building.

### The market leaders

- **Amazon**: Interestingly, Amazon does not operate a dedicated .at domain. Instead, Austrian consumers primarily shop via **Amazon.de**. Prime benefits and logistics are seamlessly integrated across the border.

- **The Power of ".at"**: Despite Amazon's dominance via Germany, other major players operate dedicated Austrian versions that are highly relevant. **Zalando.at**, **Kaufland.at**, **Otto.at**, and **eBay.at** are essential for localized marketing and showing Austrian customers that you care about their specific market.

### Logistics alert: The border trap
Don't underestimate shipping costs just because the destination looks close on the map. Shipping a package from Munich to Salzburg covers a much shorter distance than from Munich to Hamburg. However, due to the border crossing, shipping fees can be up to three times higher. Smart logistics planning is essential here.

### Emerging trends
Austria is seeing a massive surge in popularity for Asian marketplaces. **Temu** and **Shein** are gaining significant traction, particularly among younger demographics, challenging established players in the low-price segment.

## Switzerland: High rewards, special rules
Switzerland is the "special case" of the DACH region, generating **€16.1 billion** in online revenue. It is not in the EU, uses the Swiss Franc (CHF), and has four national languages. However, for sellers willing to adapt, it offers the highest price levels in Europe.

### The local heroes defeating Amazon
Unlike in DE and AT, Amazon is **not** the market leader here.

- **Digitec Galaxus**: This local giant is the undisputed ruler of Swiss eCommerce. The combined revenue of **Digitec** (electronics) and **Galaxus** (general merchandise) reached CHF 3.23 billion recently. They offer a trusted environment and a fiercely loyal customer base.

- **Zalando.ch**: The leader in fashion, with a Europe-wide reach that translates effectively to the Swiss market.

### The non-EU challenge (and opportunity)
Selling to Switzerland requires mastering logistics and customs.

- **Customs & DDP (Delivered Duty Paid)**: To compete, you must ensure a seamless experience. The customer should not be bothered with customs fees upon delivery. Using the DDP Incoterm is virtually mandatory for a good customer experience.

- **Pricing Power**: Switzerland boasts the highest price levels in Europe. Combined with a low Value Added Tax (VAT) of only 8.1%, this allows for attractive margins that often justify the extra logistical effort.

## The path to DACH market expansion
The DACH region offers a diverse mix of volume (Germany) and high-margin potential (Switzerland). Success requires a granular approach: leveraging the reach of Amazon.de for Germany and Austria, while strictly adhering to local preferences and customs rules for Switzerland's lucrative market.


The most relevant eCommerce marketplaces for the DACH region

[U.S. online fashion revenue is on track to surpass $159 billion in 2025](https://www.statista.com/topics/3481/fashion-e-commerce-in-the-united-states/#topicOverview), climbing toward $219 billion by 2029. And this trend isn't just U.S.-specific. In Europe, the UK alone generates $40 billion in annual online fashion sales, with Germany and Italy contributing around $20 billion each.

The opportunity within the fashion industry is obvious. What's *less* obvious is how fast recent trends are changing the fashion eCommerce market. In 2026, fashion eCommerce trends include:

- AI shaping where shoppers start their search
- Value-conscious consumers buying secondhand at record rates
- Social platforms becoming real purchase channels
- Sustainability claims getting fact-checked in real time

If you manage product data, feeds, or performance marketing for fashion eCommerce brands, here's what 2026 looks like and what to do about it.


## Key takeaways

- Product data quality now directly affects AI discoverability
- The global secondhand apparel market is growing nearly 4x faster than traditional retail
- According to eCommerce fashion statistics, social commerce accounts for 15.2% of total global eCommerce in 2026, with live commerce leading the charge
- Fashion accounts for roughly 20% of total U.S. eCommerce sales — the highest-revenue vertical per visit
- Sustainability messaging only builds trust when it's backed by specific, verifiable product data
- Feed quality, structured content, and multichannel consistency are now core competitive advantages

![5 fashion eCommerce trends shaping 2026 showing US online fashion revenue of 159 billion in 2025 projected to reach 219 billion by 2029 representing 20 percent of total US eCommerce sales.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmqrwtmgo1leh07usvbi3wl3e)
## 1. AI shopping is transforming fashion discovery
![AIRESH~1.JPG](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmqrwu9uq1lfs07usavmbxf4x)
According to [McKinsey & Company's State of Fashion 2026 report](https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20fashion/2026/the-state-of-fashion-2026_feb.pdf), shopping-related searches on generative AI platforms grew 4,700% between July 2024 and July 2025. Nearly a quarter of global consumers now use generative AI as their **primary discovery starting point**. Among U.S. consumers who used generative AI for search in Q2 2025, 53% also used it to shop.

The report also tells us that **41% of consumers say they trust generative AI results more than paid search ads**, and 85% of U.S. consumers who shop via generative AI report a better experience than with traditional methods. That signals a genuine shift in where attention and conversions flow.

The real-world traffic impact is already measurable. SimilarWeb data cited in the same McKinsey report shows **ChatGPT drove 16% of Zara's inbound traffic and 8% of H&M's** between June and August 2025. None of that is paid; it is earned entirely by **how structured and credible their content looks to AI models** doing the retrieval.

### How retailers can optimize product feeds and metadata for AI discovery

Unlike search engines that return ranked links, large language models like ChatGPT, Gemini, and Perplexity synthesize information and **surface products based on contextual relevance, structured content, and third-party signals** like reviews and editorial mentions.

**Your product data needs to be rich enough for an AI model to interpret your catalog and return it as a credible recommendation:**

- Product titles and descriptions need to be specific and accurate
- Metadata tags covering material, fit, occasion, and color family need consistent population across your entire catalog
- Structured data (schema markup for products) needs to be implemented correctly on your site
- Reviews and third-party editorial mentions are worth actively encouraging, as AI models weigh these heavily as credibility signals

The McKinsey report also highlights the **rise of agentic commerce**: AI agents that complete purchases on behalf of consumers. OpenAI has already struck deals with Shopify and Etsy to enable in-ChatGPT purchases. Amazon's "Buy for Me" feature lets consumers buy from third-party retailers inside the Amazon app. **Agentic commerce could be worth $3–5 trillion by 2030**, assuming adoption mirrors mobile commerce in the 2010s.

The brands best positioned for that shift are those with clean, structured, machine-readable product data today. With [Channable's feed management tool](https://www.channable.com/products/product-feed-management-tool), you can enrich and distribute that data across every channel from a single place, so when AI agents go looking, your products show up.


## 2. Fashion consumers are prioritizing value over luxury, changing how retailers price and position
![Value over luxury showing pricing visibility is now a differentiator and that outdated pricing wastes ad spend while unavailable inventory sends shoppers to competitors.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmqrwv7tv1lju07usobzmwuny)
The luxury boom of the early 2020s has cooled. **Shoppers are holding off on full-price purchases and hunting for value across every price tier**. McKinsey's State of Fashion 2026 report uses the term *value migration* to describe shoppers moving away from mid-market fashion businesses toward either premium products they genuinely believe are worth the price or aggressively-priced alternatives. The brands being squeezed hardest are stuck in the middle: not valuable enough to justify a premium, not cheap enough to win on price.

As such, **pricing visibility has become a real differentiator**. Shoppers compare prices more actively than they did three years ago, and promotional events like Black Friday drive outsized traffic spikes with very little margin for error. This means your **product feeds need accurate, real-time pricing and stock data** to ensure you're not paying for clicks that dead-end on unavailable products or mispriced listings. Outdated pricing wastes ad spend; unavailable inventory sends shoppers to competitors.

Aside from your homepage, **value signals also need to be included in your product data**. If a product offers durability, versatility, or a strong warranty, those attributes need to be mentioned in your product descriptions and feed fields. Doing this will help you get your products surfaced in search results, AI recommendations, and marketplace listings.

To compete on promotions without eroding margin, you also need precise audience segmentation. With [Channable's segmentation tools](https://www.channable.com/products/channable-insights/segmentation), you can apply rules that adjust bids, visibility, and promotional pricing by product category, margin band, or inventory level, helping you avoid running blanket discounts that cannibalize your best-performing SKUs.


## 3. Resale and circular fashion continue to grow
![GLOBAL~1.JPG](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmqrww0su1hs807w4h3mhj0b3)
The [ThredUp 2026 Resale Report](https://www.thredup.com/resale/) valued the global secondhand apparel market at $257 billion in 2025, and projected it to reach $393 billion by 2030. In the **U.S., online resale grew 19% in 2025** — nearly four times more than the broader retail clothing market (3.6%).

The driver is economic, not just ethical. The same ThredUp report found that:

- 72% of consumers say **rising prices are directly impacting their apparel spending**
- 27% of consumers say they plan to **increase their secondhand purchasing** to offset further price increases

So, this is an affordability story as much as a sustainability one. And retailers are taking notice, with 36% now viewing resale as a hedge against inventory and supply chain volatility, keeping revenue flowing even when new stock is delayed or demand shifts unexpectedly.

### How brands are integrating resale into eCommerce

The most effective approaches treat **resale as a complementary channel** instead of a separate business. Branded resale programs like Patagonia Worn Wear and Levi's SecondHand **capture value from pre-owned products while reinforcing durability credentials.**

Marketplace integrations let you list certified pre-owned inventory alongside new products on the same channels. Take-back and trade-in schemes create new acquisition touchpoints and **feed product back into owned resale inventory**.

Resale does introduce real product data complexity, with unique product identifiers for individual items and variant-level inventory management at scale. Your feed management setup needs to handle those attributes cleanly, especially if you're syndicating resale inventory on channels like eBay.


## 4. Omnichannel and social commerce are expanding
![SOCIAL~1.JPG](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmqrwww3t1hv507w4fufzhtvu)
Fashion's visual, aspirational, and shareable nature makes it one of the categories most naturally suited to social discovery. According to eCommerce fashion statistics by Statista, **social commerce accounted for 15.2% of total global eCommerce in 2026**, with global social commerce revenues forecast to reach nearly $586 billion, up roughly **16.5% year-over-year**.

With shoppers spending more and more time browsing on social media, **Instagram Shopping, TikTok Shop, and Pinterest's shoppable pins have become active purchase channels**.

Live commerce is accelerating this further. In 2025, approximately **two-thirds of consumers in China and India engaged in live shopping**. Western adoption is still maturing, but more purchase decisions are being made in-feed, in-stream, and in-app every quarter.

And the omnichannel reality for **U.S. fashion shoppers is that they're buying from marketplaces more than from branded websites**. Shein, Walmart, Amazon, and Macy's rank as the top four online fashion destinations in the U.S. by sales. If your product data isn't optimized for those platforms, you're leaving traffic and revenue behind.

### What shoppers now expect from mobile fashion experiences

Across both U.S. and European markets, shoppers consistently rank accurate product images, real-time inventory availability, and clear delivery information as their top priorities. Free shipping moves conversion, and social proof shapes decisions.

Mobile-first product experiences require data optimized for small screens, with concise titles that don't truncate, high-quality images in the right aspect ratios for each platform, and variant-level availability that prevents add-to-cart failures.


## 5. Sustainability is shifting from marketing message to business requirement
![SUSTAI~1.JPG](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmqrwx8k51k6207ursxrhow8v)
Consumers are scrutinizing sustainability claims harder than ever, and they're finding plenty to doubt. Research published in the Journal of Global Fashion Marketing analyzed nearly 400,000 Reddit posts and found that while overall **sentiment toward fashion sustainability is predominantly positive, waste management and material sourcing attract the least positive reactions among consumers**. That's customer frustration with greenwashing coming through in organic conversation.

The same research identified six themes dominating sustainability discussions:

- Product lifecycle and waste reduction
- Material choices
- Size and fit
- Quality and price
- Consumer influence
- Social responsibility

Technical circular **design concepts like modularity and disassembly were almost absent** from what shoppers actually talk about, which means the fashion eCommerce industry's narratives around circularity are still disconnected from real consumer thinking.

A separate study on sustainable eCommerce attitudes confirmed that **sustainability doesn't yet function as a dominant purchase trigger**. Product quality and price still lead.

Shoppers say they care about a brand's environmental impact, but **price sensitivity and convenience shape what they buy.** That attitude-behavior gap is real, and it has direct implications for how you should communicate.

### How retailers can communicate sustainability credibly

Specificity is what builds credibility.

For example, *"made from 60% recycled polyester, certified by Bluesign"* earns trust. *"Eco-friendly"* doesn't.

The Journal of Global Fashion Marketing research also found that the language resonating most in organic consumer conversations uses words like *"durability"* and *"longevity"*, not *"sustainable"* or *"green"*. Your product descriptions should **match that vocabulary**.

Sentiment data from the same study shows **social responsibility language consistently outperforms environmental language**. Ethical sourcing, fair wages, and labor conditions generate stronger positive responses than waste or carbon messaging. Put simply, lead with what you can substantiate.

For product feeds, populate sustainability attributes (material composition, certifications, and country of origin) as standard fields. Both Google Shopping and Zalando surface these to shoppers, and they influence ranking and relevance.


## How Channable can help fashion retailers stay competitive in 2026

New channels, shifting consumer habits, and growing catalog complexity make it harder for fashion eCommerce brands to stay visible and efficient at the same time. Here's how Channable helps you keep up.

### Manage product feeds across marketplaces, social channels, and search

Fashion and apparel brands manage a lot of moving parts, from hundreds of thousands of SKUs and variants to channel-specific requirements that differ across every online store and advertising platform. With Channable's [product feed management](https://www.channable.com/products/product-feed-management-tool), you import your product data and use rules to adapt it for channels like [Google Shopping](https://www.channable.com/integrations/google-shopping), Amazon, Meta, and other marketplaces and advertising channels. Every platform gets the right data, without the manual overhead of managing feeds one by one.

Rules help you set up categories, refine fields, and structure your data so it matches what each eCommerce platform actually requires. You can also use [Creatives](https://www.channable.com/products/creatives) to generate optimized, on-brand product images at scale, including user-generated content formats, useful when you're managing inventory across a high-volume catalog on multiple social media platforms.

### Improve product visibility with better product data and automation

With [Channable Insights](https://www.channable.com/products/channable-insights), you get **product-level performance data** from connected platforms. That gives you a clearer picture of what's driving retail sales, where your average order value is strongest, and where your marketing strategy needs adjusting to meet online shoppers' expectations.

For Google Ads, Channable supports [feed-based Performance Max campaigns](https://www.channable.com/blog/performance-max-campaigns) built directly from your product data. You can split asset groups by categories, brands, or promotions to keep campaigns organized and easier to optimize across the entire online shopping journey.

### Scale international fashion campaigns more efficiently

The global fashion eCommerce space spans markets with different platform preferences, catalog standards, and consumer expectations. From Gen Z shoppers discovering fashion on social media to brick-and-mortar retailers building their first online store, no two markets look the same.

Centralizing feed management means fewer errors, stronger brand perception, and more time focused on growth rather than data maintenance.

With [Channable's +3000 marketplace integrations](https://www.channable.com/products/marketplace-integrator), eCommerce brands handle it all from one interface, creating channel outputs for different markets and keeping product data organized with shared rules and mappings.

<center><p style="text-align: center;"><a style="display: inline-block; padding: 12px 24px; border: 0; border-radius: 3px; font-weight: bold; letter-spacing: .0625em; text-transform: uppercase; background: #e54692; color: #fff; text-decoration: none;" href="https://www.channable.com/signup">Try Channable for free</a></p></center>


## Start preparing your fashion eCommerce strategy for 2026

Fashion brands that manage to stay on top of these fashion eCommerce trends are not necessarily *spending* more. But they *are* working with cleaner product data, consistent distribution across sales channels, and a feed setup that meets online shoppers wherever they are — social media platforms, online marketplaces, or in Google search results.

If your online stores are running on manually managed, inconsistently populated, or slow-to-update feeds, that's the place to start. Get your product data right, and discoverability, marketplace performance, and customer loyalty follow.

<center><p style="text-align: center;"><a style="display: inline-block; padding: 12px 24px; border: 0; border-radius: 3px; font-weight: bold; letter-spacing: .0625em; text-transform: uppercase; background: #e54692; color: #fff; text-decoration: none;" href="https://www.channable.com/signup">Start with Channable</a></p></center>


## Sources

- McKinsey & Company: The State of Fashion 2026
- ThredUp: 2026 Resale Report
- Statista: Fashion E-Commerce in the United States
- Statista: Fashion E-Commerce in Europe
- Statista: Social Commerce Share Worldwide
- Aydin, G. et al.: Journal of Global Fashion Marketing
- Journal of Sustainability Research


5 Fashion eCommerce trends in 2026: What online fashion retailers need to prepare for

To gain a more comprehensive understanding of how best to use your ad dollars, you should also track return on ad spend (ROAS).

Let’s explore what these two metrics are, how each is calculated, and how they can be used together to more strategically assess your performance and adapt your marketing campaigns.

## The difference between ROI and ROAS

One of the more common mistakes marketers make when it comes to tracking ad performance is treating ROI and ROAS as interchangeable. In fact, these two metrics measure different things.

ROI is the ratio between your net income and your total investment, while ROAS determines the revenue earned for every dollar spent on advertising. 

In other words, ROAS asks: How many sales dollars does one advertising dollar generate for your business? 

To calculate ROI, you subtract the initial cost of an investment from its ultimate value, then divide this figure by your total cost. Finally, you multiply the result by 100 to express the final figure as a percentage.

![Roi_v1-01.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/IArSsC4lTgmrpM0XfdiK)

While the similarity of these equations might support the idea that ROI and ROAS are comparable, they actually illuminate different aspects of your digital marketing strategy. 

ROI is best used to get a general understanding of a campaign’s success and how it will impact your profits in the long term. 

ROAS yields a more immediate, short-term view of how distinct ads or campaigns are performing.

## Identifying the ideal ROI or ROAS

Here’s where it gets more complicated. While aiming for a [ROAS of 400% or higher](https://www.webfx.com/blog/marketing/roas/) and an ROI [of 10% or higher](https://www.indeed.com/career-advice/career-development/what-is-a-good-roi) is considered good practice, the ideal number will vary from business to business and depend heavily on the market and your unique profit margins.

![Roi_v1-06.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/atoOF8YSJiBgQix3aUP0)

Rather than focusing on an ideal percentage for either ROI or ROAS, your organization can benefit from tracking how each relates to and impacts different campaign goals. 

This will help strengthen your marketing strategy in areas like target setting, segmentation, and more.

## The benefits of tracking ROI and ROAS

- **More actionable insights** 
By tracking both ROI and ROAS, you can see how individual campaigns are impacting your bottom line and adjust accordingly. For example, you can choose to reduce ad spend on products with low engagement and reallocate those funds to higher-performing items.

- **Strategically segmented campaigns**
Monitoring ROI and ROAS will allow you to be more intentional about how you execute your marketing plans and diversify how you scale your campaigns. Rather than investing ad dollars solely based on intuition, you can segment your products or services based on how much revenue they generate and customize your strategy for each item or category.

- **Opportunities to build conversion revenue**
Counterintuitively, a higher ROAS isn’t always better. In certain situations, you might want to incur a lower ROAS to increase the converted value or revenue from ads. The table below illustrates how a higher ad spend can lead to a lower ROAS but ultimately produce more revenue. 

![Roi_v1-07.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Mf26t9WfTUmeYQgF58Ev)

- **Better evaluation models**
By factoring in CLV, you gain a better perspective on the ROI range you can expect, which in turn helps you decide on the ROAS you’re comfortable with. For instance, services with subscription pricing models tend to require lower initial ROAS targets, because they generate a higher CLV. On the other hand, luxury goods demand higher upfront ROAS targets, because their CLV potential is ultimately lower.

## How ROI and ROAS elevate your marketing strategy

For practical examples of how ROI and ROAS work together to inform successful marketing strategies, consider two of Channable’s customers. 

For instance, Toppy uses integrated metric tracking to implement their innovative marketing plans.
 
Toppy‘s business model is highly seasonal. Using Channable’s fully integrated product suite, they track both their ROI and ROAS to analyze conversions and compare sales across different time frames. 

This allows them to recalibrate their ROAS targets to offset any seasonal dips in revenue.

![Roi_v1-08.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/421sW7RJS5iqI6L5cMU9)

Similarly, Suitable, a longstanding merchant of sustainable quality menswear, calculates their ROI and ROAS [across multiple points of sale](https://www.channable.com/success-stories/suitable-retail-use-case-channable-insights) and automatically aggregate all of that data into a single sales metric. 

They can then make quicker, more informed decisions about where their digital ad dollars go.

This is where the value of tracking these metrics really lies. It’s not all about achieving a fixed, ideal ratio of ROI or ROAS, but being able to modify your strategy quickly and effectively to meet the evolving dynamics of today’s eCommerce marketplaces.

## The bottom line

ROI and ROAS aren’t interchangeable, but they can work together to help you build more powerful, productive, and personalized digital marketing campaigns.
 
By considering these two metrics in tandem, you’ll not only get a more holistic view of your ad performance, you’ll be able to tailor your ad spend to your—and your customers’—specific needs.

## Discover the value of ROI and ROAS with Channable

Check out our integrated, customizable [Insights & Analytics tools](https://www.channable.com/products/channable-insights), and learn how you can empower your eCommerce growth through smarter, data-driven marketing. 

Or [sign up](https://www.channable.com/signup) for a free account to explore our solutions and chat with an expert digital marketing professional today.

How ROI and ROAS can impact your digital marketing strategy

Any business with a strong digital marketing strategy will know the importance of personalization. By working with user data, companies can deliver tailored messages and experiences that help to attract and retain customers. [90%](https://www.thinkwithgoogle.com/future-of-marketing/creativity/marketing-personalization-statistics/) of the best marketers have said that personalization improves profitability.

However, consumers are increasingly wary of companies that collect and use their personal data without their consent. These concerns have led to more stringent privacy regulations, such as GDPR and Google’s plan to end third-party cookies on Chrome. Businesses have to be careful to follow these regulations and make their customers feel safe and valued.  

Striking a balance between personalization and privacy is, therefore, a crucial part of any digital marketing strategy as more and more business takes place online. Whether you're a small business owner or a marketer at a large corporation, learning how to find the common ground will let you develop effective strategies that respect your customer's privacy.

## Why are privacy and personalization such big issues for companies?

Every business that works online, from software services like [PDFPlatform](https://www.pdfplatform.com/) to eCommerce advertisers, has to consider how to protect their customers' data. At the same time, however, data collection techniques such as cookies and tracking pixels have become integral to digital marketing strategies, with personalization used for a better competitive edge.

User data allows adverts and marketing messages to be tailored specifically to the customer. Whether this means that they directly address the user through bespoke content or a target demographic that is more receptive to certain marketing, modern digital marketing strategies have to take personalization into account. 

However, with high-profile data breaches and scandals making headlines, consumers are more cautious about who they share their personal information with. Companies need to be transparent about how they collect and use data or risk losing consumer trust.

There are also legal implications for companies that fail to protect user privacy. Many countries have enacted data protection laws requiring businesses to obtain user consent before collecting data and to allow users to opt out of data collection. Failure to comply with these laws can result in hefty fines and reputational damage.

As well as this, there is a risk of consumer backlash if companies are perceived to be using personal data in an intrusive or unethical way. This can lead to negative reviews, social media backlash, and even boycotts, which can harm a company's reputation and bottom line.

Therefore, it's more important than ever that you find the right balance between the demands of privacy and personalization. But how can you do this in your digital marketing campaigns?

## How to strike a balance between privacy and personalization

Having the right company mindset is invaluable in finding the right middle ground between privacy and personalization. You have to be sure that protecting customer privacy is at the center of every action involving user data.

However, there are three key principles that will ensure that you can see the [benefits of personalization](https://www.channable.com/blog/understanding-ecommerce-personalization) in your marketing campaigns while also prioritizing privacy:

![Privacy-p3.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/wORLuQoOQL4PO2RYcEfA)

### Start preparing for the end of third-party cookies

In an attempt to address rising concerns about privacy Google will be ending the use of third-party cookies on Chrome in 2024. This will help put consumers at ease, but will make personalization that much harder.

Without the use of third-party cookies to guide the way, companies will have to find other methods to attract and retain customers. This may mean relying on first-party cookies to improve site optimization or gather data on user experience or it could mean getting to grips with Google’s Topics API which will form part of their Privacy Sandbox.

Consider adapting your strategy now to prepare for the change. Think about setting up enhanced conversions for web with Google, encouraging user accounts to help you collect data, as well as things like newsletter creation. Get your team together and start brainstorming ideas.

Whatever strategy you choose, it’s important to get ahead of the change and start putting things in place now. This way your business will be best placed to continue to deliver a personalized service while protecting your customers’ data.

### Be transparent with customers

Customers want to know what data you collect about them and how you will use it. By being transparent, companies can build trust with their customers and reassure them that their personal data is being used ethically and responsibly.

You should provide clear and concise explanations of your data collection practices on your website and your marketing materials. This could include details about what data you are collecting, how it is collected, and how you'll use it. However, keep this simple, short, and snappy!
 
Say, for example, that you offer free downloads of a [settlement letter template](https://www.pandadoc.com/settlement-agreement-template/) and ask for an email address to send it to. You should be upfront about if you will use that email address in the future. A customer who receives unexpected marketing emails after a simple download might become frustrated and unlikely to use your platform again.

###  Put your customers in the driving seat

As well as being transparent, you should give customers full control of how much data they want to share with you. You can do this by allowing customers to access, edit, and delete their data, as well as opt out of data collection altogether.

While [personalized PPC adverts](https://www.channable.com/blog/create-personalized-ppc-ads-improve-ctr-roas) can be effective, some customers can find them unsettling; it is good practice to include a visible opt-out button in these marketing materials. This demonstrates your commitment to privacy while it also improves customer experience.

By giving your customers control over their data, you’ll be able to both improve your own data privacy practices and visibly demonstrate how much you value privacy to your customers.

As well as this, you should provide regular updates to customers on their data usage policies and any changes that may impact users' privacy. This could be done through email notifications, blog posts, or other communication channels.

Transparency is key to building trust with customers. By being transparent about data collection practices, companies can balance personalization and privacy to ensure their customers feel comfortable sharing their data.

## Keep optimizing your personalization

![Privacy-p2.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/2CNf6NIvTXuOeAQkjAmX)

You should always test your marketing strategies and find areas to improve. As well as helping to improve your marketing success rates, this will ensure that you are using customer data effectively.

Marketeers should use data analysis to identify areas where they may be collecting unnecessary data and adjust their practices accordingly. Similarly, you could find out what level of personalization is most effective for your customers. This allows you to avoid using personal data when it isn't leading to positive interactions.

## Privacy and personalization: a reconcilable set of demands

Finding common ground between personalization and privacy may seem challenging. While personalization can enhance the customer experience and improve marketing success rates, businesses must also ensure they respect customer privacy. Failure to do so can result in loss of trust, legal repercussions, and reputational damage.

However, you can reconcile these important demands of any digital marketing strategy. The three key principles of transparency, customer control, and continuous optimization can help companies strike the right balance between personalization and privacy.

By keeping these in mind when designing your digital marketing campaigns, you can build trust with your customers, respect their privacy, and deliver personalized experiences that will keep them coming back.





Privacy And Personalization: How to Find Common Ground in Your Digital Marketing Strategies

Channable is now available in Poland, giving eCommerce retailers and digital advertisers a single, easy-to-use platform for managing product feeds across all online channels and marketplaces.
 
This announcement is good news for Poland’s thriving eCommerce market, where beloved local retail platforms like Allegro, Ceneo and OLX compete head-to-head with international giants like Amazon, AliExpress, Google Shopping, Meta and more.

Read on to find out why Channable is such a great fit for the Polish eCommerce market. Spoiler alert: it’s all about the marketplaces!

## Key takeaways:

- Channable’s Multichannel Platform for eCommerce is now available for retailers and digital marketers in Poland.

- Poland is Europe’s fastest-growing eCommerce market and a hotspot for local online marketplaces like Allegro, Ceneo, OLX and more.

- Channable offers 2,000+ marketplace integrations that will help Polish retailers and marketers automate, optimise and manage product feeds more efficiently, all from a single dashboard.

## Poland: A hotspot for online marketplaces
Poland is already the world’s [17th-largest eCommerce market](https://www.asendia.com/asendia-insights/poland-a-booming-e-commerce-market-you-cant-ignore) and still growing fast. Nearly 8 out of 10 shoppers in the country now buy online. 

With all the buzz around Poland’s dynamic eCommerce market, it’s no wonder international retailers are eager to launch here. And with all the brands and choices now available to them online, Poland’s shoppers are more selective than ever. 

They love to browse carefully and compare products before making the right choice, at the right price. That’s why marketplaces have become the go-to choice for shopping online in Poland.

### Top online marketplaces in Poland
It's not just Amazon, eBay and Google. Poland is home to a diverse ecosystem of homegrown marketplaces like Allegro, OLX and Ceneo, each catering to a specific niche and segment of the eCommerce market.

The [top 5 eCommerce marketplaces in Poland](https://pro.similarweb.com/#/digitalsuite/markets/webmarketanalysis/mapping/E-commerce_and_Shopping~Marketplace/616/3m?webSource=Desktop) are: 

1. Allegro

2. OLX

3. Temu

4. AliExpress

5. Amazon

In addition to international marketplaces like eBay, Zalando and Shein, some other major online retail platforms in the country include: 

- Ceneo

- Kaufland Global Marketplace

- Vinted

- Morele

- Empik

- Srpzedajemy
![Poland Annoucement 02_Image.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmev9ddu90opd0dwab3lx6d6y)

Social media platforms are also a fast-growing outlet for digital advertising and sales in Poland. [Nearly half of Polish adults](https://ecommerce-europe.eu/news-item/growth-of-polish-e-commerce-driven-by-omnichannel-mobile-and-cross-border-shopping/) say they have been influenced to make a purchase after seeing a product advertised on their favourite social media outlet.

This wide selection of platforms, ranging from general to highly specialised markets, gives eCommerce retailers and advertisers lots of choices for reaching Polish online shoppers. Selling via popular local platforms is a smart choice for building trust while growing your customer base.

If you’re considering expanding beyond local Polish platforms, our [Selling on Kaufland internationally](https://www.channable.com/blog/selling-simplified-kaufland-global-marketplace) podcast episode explores how to scale on Kaufland across European markets.

### Selling via Polish marketplaces
In short, if you’re an eCommerce retailer looking to make it big in Poland, marketplaces could be your quickest path to success. And why stop with just one? The more Polish marketplaces you sell on, the greater your reach.

There’s only one catch: each marketplace uses different rules and formats for managing product feeds. Maintaining separate feeds by hand across each different marketplace is time-consuming and often results in errors that make your products less visible.
 
For example, Allegro requires specific category mappings, product attributes and compliance with local VAT labelling rules. If your product titles or shipping details don’t match their exact standards, your listings can be rejected or buried in search results, costing you valuable sales opportunities.

## Channable: Smart Multichannel Platform built for Polish marketplaces
To make multichannel selling fast and efficient, Polish retailers and advertisers can now use Channable. Our tool lets you manage and optimize all your product and ad feeds from a single, intuitive dashboard.

Below, we’ll cover some of the most useful features that simplify multichannel eCommerce, so your products perform better on Polish marketplaces.
![Poland Annoucement 01_Image.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmev9ddtq0oap06w7gtkf8aea)

### Marketplace integrations
Channable offers over 2,000 tailored marketplace APIs, including our [Allegro marketplace integration](https://www.channable.com/integrations/allegro) and integrations for other major marketplaces in Poland. These tools enable you to automate and optimize your product listings, sync orders with your inventory management system and manage all your product feeds in a single place, instead of having to switch to separate systems for each one.

### Consolidated inventory management
All the marketplaces you connect to Channable are automatically updated in real time with the latest stock information from your back-of-shop system. This helps prevent stockouts or wasted ad spend on out-of-stock items.

### Rule-based feed management
Use Channable to set custom “if” / “then” rules for how and when to display ads, including filtering products based on their performance, stock level or other factors.
![Poland Annoucement 03_Image.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmev9ddtv0op30dwa7nsilw6i)

## FAQs:
**Q1:** Can I use Channable in Poland?
**A1:** Yes! Polish eCommerce retailers and advertisers can use Channable to manage their feeds inside and outside of Poland. And international retailers and advertisers can use Channable to manage feeds on Polish marketplaces. It’s the smart solution for scaling across borders and streamlining your multichannel selling.

**Q2:** Which Poland marketplace integrations does Channable offer?
**A2:** We offer over 2,000 marketplace integrations, including popular Polish platforms like Allegro, Olx, Ceneo and Kaufland Global Marketplace, not to mention all international platforms, like Amazon, Google, Meta, TikTok, Facebook, Zalando and eBay.

**Q3:** How does Channable simplify multichannel eCommerce for retailers and marketers in Poland?
**A3:** Channable lets you manage all your product feeds from a single dashboard. This simplifies multichannel selling and enables you to list products in minutes instead of hours. It also helps you keep a clear overview of all sales and ad performance, synchronise order & inventory management and pool your multi-channel data into a single, seamless system.

## The easy way to sell on Poland’s marketplaces
The Polish eCommerce market is booming. Whether you’re an established retailer in Poland or an international brand ready to enter the local market, it takes a solid marketplace-focused strategy to win here. With Channable, managing multiple product feeds is easy. We’ve got the APIs and expertise to simplify even the most complex multi-channel mix, and start consolidating your data into clear, actionable insights to improve how you operate.
 
Learn more about our [marketplace integrations](https://www.channable.com/products/marketplace-integrator) and [feed management solutions](https://www.channable.com/products/product-feed-management-tool).

Ready to try our powerful APIs for Allegro and other popular Polish marketplaces? [Start your free trial today](https://www.channable.com/signup).

Simplify Poland marketplace feed management with Channable

## Even though the U.S. is currently navigating a period of economic uncertainty, there’s no doubt about it; eCommerce continues to grow 

In Channable’s latest report, [The State of eCommerce for Agencies](https://reports.channable.com/agency-insights-2023/), we shared that social media ad spend is expected to reach a global, record-breaking high of [$262 billion](https://www.statista.com/). Consumers are still buying, and marketing efforts are accelerating to grab their attention. 

In order to stay flexible and adaptable, agencies need to be smarter than ever about their digital marketing strategies. 

Below, we explore the biggest eCommerce challenges they’re experiencing and some best practices they can put into place. 

## Key learnings

- eCommerce continues to grow despite economic uncertainties, presenting opportunities for digital marketing agencies to overcome eCommerce challenges.

- Digital marketing agencies face challenges in navigating consumer diversification across multiple channels, marketplaces, and formats in the eCommerce landscape.

- Navigating different selling requirements across channels is crucial for digital marketing agencies to address eCommerce challenges and capture consumer attention.

- Managing omnichannel selling for multiple clients is a complex eCommerce challenge that requires adaptation to changing consumer preferences and behaviors.

- Measuring campaign success is an important aspect of overcoming eCommerce challenges, with the need to shift metrics and utilize advanced tracking systems.

- Understanding GA4 eCommerce and its implications is essential for digital marketing agencies to tackle eCommerce challenges and leverage new opportunities.

- Best practices play a significant role in addressing eCommerce challenges, including optimizing product data, catalogs, and feeds, and enhancing customer trust and reducing friction in the shopping experience.

- Automation is a valuable solution for digital marketing agencies to overcome eCommerce challenges, offering time and resource savings while improving campaign management and results.

## eCommerce challenges for digital marketing agencies 
Today, digital marketers are facing distinct eCommerce challenges. Consumers continue to diversify their attention and preferences across an ever-growing number of channels, marketplaces, and formats, and inflation has impacted the number of available marketing roles and the size of digital marketing teams. 

> Across the board, marketers are expected to do a lot more with less resources.

### 1. Navigating different selling requirements 
On average, a consumer interacts with [20 channels](https://internetretailing.net/as-shoppers-interact-with-brands-on-20-different-channels-marketers-struggle-to-keep-up-study-finds-23106/) before making a purchase. If your clients choose not to promote on a certain channel—or you don’t have the resources or capabilities to offer them the opportunity to promote on that channel—it’s a lost chance to snag the consumer’s attention. 

The more channels where a brand establishes a presence, the greater their chances of conversion. 

But each of those channels has its own set of selling requirements, making the process of building and managing multiple channel connections technically difficult and time-consuming. 

For example, [Amazon](https://www.channable.com/integrations/amazon-product-feed) has a very complex product taxonomy, which is different from [Walmart’s](https://www.channable.com/walmart-api) or [eBay’s](https://www.channable.com/integrations/ebay). 

If the product data doesn’t meet the requirements, then the listing won’t be readily visible to consumers. This becomes even more complex when you’re dealing with large inventories. 

![eCommerce Marketing.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Qo4sEdxETUDnam94WZMp)

Digital marketing agencies manage individual channels across brands with thousands of stock keeping units (SKUs). That’s a lot of manual labor and a greater potential for errors to occur. 

It's easy to lose track of order management because of the sheer volume of data to process, including ever-changing variables like price, inventory, and promotions. 

### 2. Managing omnichannel selling for multiple end clients 
In addition to tackling the different selling requirements, agencies also have to manage feeds for multiple clients. Imagine keeping all the requirements straight, then turning around and having to repeat the process for dozens and dozens of clients. (**It’s complex!**)  

Meanwhile, with the rise of social commerce continuing to drive audience diversification, Gen Z and Millennial consumer preferences are changing. 

They’re seeking out more personalized experiences and prefer video content on [newer platforms like TikTok](https://www.channable.com/blog/tiktok-dynamic-showcase-ads-setup-channable), where personalization is emphasized. In fact, the number of TikTok users is expected to rise to over [1 billion by 2025](https://www.statista.com/statistics/1327116/number-of-global-tiktok-users/). 

Omnichannel strategies always need to include new, different social media platforms to reach diverse audiences, amplify brand awareness, tap into viral marketing potential, and cater to individual platform preferences. 

Otherwise, agencies risk losing out on key customer segments which, in turn, could put their own client revenue at risk.

### 3. Measuring campaign success
Even the measurements of success are becoming more complicated. Most companies who used to rely on return on investment (ROI) as a basis for success started to focus more on return on ad spend (ROAS), which yields a more immediate, short-term view of how distinct ads or campaigns are performing. Now, companies are shifting again—away from ROAS and towards profit on ad spend (POAS).

POAS takes both cost and order combinations into account allowing more visibility into the total conversion value of the customer lifecycle. 

However, this metric requires a more advanced tracking system that is capable of attributing profits to specific ads or campaigns, in addition to a team that is knowledgeable about these metrics and feels confident in their calculations.

eCommerce marketers have also been preparing for the transition to GA4 by [exporting data](https://developers.google.com/analytics/devguides/reporting/core/v4) and setting up [eCommerce events](https://support.google.com/analytics/answer/12200568) in the Google Tag Manager container. 

GA4 will have codeless event tracking and enable marketers to have a unified view of website and mobile data in the same property, but the switch from UA to GA4 is still a structural overhaul. Understanding GA4 eCommerce will require different approaches to the data sets, plus the time and resources spent on the new learnings, setup, and implementation. 

## Top 5 best practices for  eCommerce challenges 
![Top 5 best practices for  eCommerce challenges .jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/PSrwchzkRgiENr3BH72E)

As we’ve demonstrated, managing multiple eCommerce feeds across multiple channels and marketplaces is a daunting task, but there are best practices to guide you. 

First and foremost, it's essential for products to be accurately listed across channels and marketplaces. Optimizing product data, product catalogs, and product feeds helps you develop a more effective approach to overall campaign optimization. Each of these elements play a critical role in your campaigns’ success.

By understanding the differences between them, you can better allocate your time, resources, and efforts. 

Automating the creation and optimization of ad campaigns is another way your team can quickly scale their efforts, optimize campaigns based on real-time performance data, and personalize campaigns based on consumer behavior, preferences, and demographics—all while continuing to cut back on manual tasks. 

### 1. Increase customer trust, drive sales, and improve product discoverability through optimized product data
Optimizing product data is all about paying attention to the details and helps improve the accuracy of product information, which can drive more sales and improve product discoverability. 

Here are some tips: 

- Use descriptive and accurate product titles that include relevant keywords people are using to search for the product.

- Provide complete and detailed product descriptions including features, benefits, and specifications such as size, color, material, and any other relevant information.

- Use high-quality product images that are clear, well-lit, and show the item from multiple angles.

- Keep pricing information consistent across all channels and clearly communicate any discounts or promotions.

### 2. Increase customer trust and reduce friction in the shopping experience
Optimizing the product catalog is all about organization. This ensures a user-friendly, intuitive shopping experience that helps increase consumer loyalty and retention. Below are some tips for optimizing product catalogs: 

- Ensure that products are categorized correctly and all relevant attributes are included to help consumers find your products when they’re filtering search results. 

- Use a hierarchical structure, such as subcategories, to make the catalog easier to navigate.

- Include consumer reviews and ratings on the product pages to help potential buyers make informed decisions about quality and suitability.

- Make sure the product catalog has a mobile-friendly design and fast load-times.

- Continuously test and refine your categorization as you track consumer behavior and identify areas of improvement.

### 3. Improve product visibility and performance
Optimizing product feeds is all about requirements. It involves preparing and formatting product data so it’s compatible with the rules of different channels and marketplaces to increase product visibility and performance. Check out some tips for optimizing product feeds: 

- Regularly review and update the product data to remove any out-of-stock items, update pricing information, and add new products.

- Use standardized product identifiers, such as global trade item numbers (GTINs), to help improve the accuracy of feeds.

- Localize product feeds if your clients are selling products in multiple countries or regions by providing translations of the product data. 

- Consider using a [feed management tool](https://www.channable.com/products/product-feed-management-tool) to switch to a dynamic feed setup and streamline the process with product data mapping, feed formatting, and channel-specific optimization.

### 4. Automate the creation of advertising campaigns
Using a feed management platform to automate the creation of your ad campaigns provides your team with more reliable data, greater ability to track more complex metrics like POAS, and more time to focus on strategy instead of manual tasks. 

For example, a pay-per-click (PPC) solution allows you to automate the creation of campaigns in one place across different formats like responsive search ads (RSAs) and dynamic search ads (DSAs), while adhering to the rules of different channels and marketplaces. 

You’re also able to utilize reporting and optimize the campaigns on an as-needed basis by: 

- Automating bidding strategy
 
- Ensuring you have proper audience segmentation 

- Utilizing all ad placements 

- Retargeting based on real-time performance data 

## 5. Take a realistic approach to automation
While dynamic feed setup can offer more flexibility and customization options for campaigns, digital marketing agencies may first need to invest some dedicated time and resources to fully leverage these capabilities. 

But the benefits of automation result in so much time- and resource-savings that—simply put—it’s more than worth it in the end. 

For example, [once Savvy Revenue started using](https://www.channable.com/success-stories/automation-enables-ppc-strategy-savvyrevenues-ad-campaigns) a dynamic feed setup and PPC automation solutions, they saw a 50% decrease in campaign creation time and a 50% decrease in monthly hours achieved for eCommerce stores with more than 10,000 SKUs.

Likewise, Roots Network established a multi-market PPC strategy for their client Otrium, an online fashion outlet that sells hundreds of thousands of products across nine markets throughout the U.S. and Europe. 

Once the PPC strategy was put into place, Roots Network went from allocating eight full-time employees to manage Otrium’s feeds to only two full-time employees and saved approximately 50% of their time on feed maintenance across their client base.

Those are just two examples of the many [success stories](https://www.channable.com/success-stories) digital marketing agencies have with a dynamic feed setup. 

## Put best practices into action with Channable
At Channable, we’re a partner that understands the unique challenges of digital marketing agencies. [Sign up](https://www.channable.com/signup) for a free demo account today, and [subscribe to our newsletter](https://share.hsforms.com/1oUSMiLQXSQOi4b1EM8iiJw2g6hv) and stay up to date on the latest eCommerce news and trends. 


eCommerce Marketing: Navigating the Challenges and Opportunities for U.S. Agencies

Inflation is running at almost [9% in Europe](https://ec.europa.eu/eurostat/documents/2995521/14675415/2-18082022-AP-EN.pdf/03725c05-b76b-8faa-b9b9-2d867781e735?t=1660739117989#:~:text=The%20euro%20area%20annual%20inflation,%2C%20the%20rate%20was%202.5%25) and shows no signs of slowing down. Driven by the conflict in Ukraine and increasing competition for natural resources, inflation can significantly impact our disposable incomes and influence our purchasing behavior. 

Businesses worldwide are worried about the impact of inflation on their bottom line, but what’s the reality? 

First, let’s look at what inflation is, why it matters, and its impact on consumer behavior.

## What is inflation, and why does it matter?

As you’ll know, if you’ve bought gas or shopped for groceries, prices are rising for almost everything. 

[Inflation](https://www.imf.org/external/pubs/ft/fandd/basics/30-inflation.htm){nofollow} is a collective measurement of price increases over a set period. In Europe, inflation in Europe is running at 8.9% at the moment, compared to 2.5% in 2021. That means that during the past year, prices for goods have risen an average of 8.9% across Europe. Some inflation is OK (in fact it’s desirable), but too much inflation can damage an economy very quickly. 

Some countries have seen higher levels of price rises than others. You’ll also notice that some items have increased in price much more than others. That’s because inflation is an average that reflects the increase in costs of a specific set of goods that reflect national spending habits.

Inflation is measured according to the [Consumer Price Index](https://www.ons.gov.uk/economy/inflationandpriceindices/bulletins/consumerpriceinflation/july2022){nofollow}, which reflects the housing costs of the average person. 

It’s important to understand that inflation will affect us all differently. Some people, particularly those on lower incomes, will be affected more than those with larger incomes, for example. Those who drive will be hit harder than those who cycle.

On the surface, higher levels of inflation should translate into lower sales across the board. But that’s not the case. Here are three things every business and brand needs to know about the impact of inflation on our spending habits.

## Consumers don't stop spending immediately

Inflation may see our spending power reduced, but people that doesn’t mean we stop spending. 

Instead, we’re more discerning about where we spend our money and on what. The lesson? During levels of high inflation, there are winners and losers.

One example is sales of groceries that actually increase during periods of high inflation.

Why is this the case? George Rogers Clark, Professor of Management and Marketing at Yale explains [this phenomenon](https://insights.som.yale.edu/insights/how-does-inflation-change-consumer-behavior) with a simple example: 

> "When people start eating out less at restaurants, they spend more on food products they’ll consume at home. Since I’m not spending $20 on fish at a restaurant this week, I can go to the store and buy not the cheapest fish, but one of the better fish.”

This anecdote is supported by [PWC](https://www.pwc.com/gx/en/news-room/press-releases/2022/global-consumer-insights-pulse-survey.html){nofollow}, who found that 75% of respondents expect to maintain or even increase current levels of spending across most categories in the next six months. While prices will rise, the willingness to pay them remains the same. Economists call this "inelasticity", which means price changes don't affect consumer purchasing behavior. 

The important takeaway here is that inflation provides opportunities for some eCommerce players and threats to others. It depends on what you’re selling and who you are selling to. 

## If consumers change their shopping habits, they do so usually in five ways:
![4 habit changes copy.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/wTFlYcRQe6l6bH6WGAOj)
If consumers change their spending habits during economic downturns, they usually engage in what economists call "trading down" behavior. It means finding a cheaper and (subjectively) lower-valued alternative to a product they have previously purchased. 

A simple example is swapping your regular Starbucks coffee for a homebrew. The coffee beans and milk you buy at the grocery store, are substitutes for the more expensive Starbucks coffee. As a result, you’ve traded your coffee consumption down. 

## During inflation, trade downs operate in five ways:

### 1. Choosing lower prices or lower quantities

[McKinsey](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-great-uncertainty-us-consumer-confidence-and-behavior-during-inflationary-times){nofollow} estimates that the most respondents (60%) who said they will "trade down" are doing so by reducing their quantities or pack sizes. The lesson is, they won’t stop spending on a product or category, but will spend less.

Retailers have quickly jumped on this trend. They’re using a selling method some call "*increasing the whole of the donut*". Essentially, you’re charging the same price for a smaller product. Imagine your favorite potato chips. The pack price is the same, but instead of getting 150g, you get 130g.

Have you ever picked up a chocolate bar and remembered it being bigger? It’s probably because it was bigger years ago. Same price, smaller product. Slimming down portion sizes may seem underhand, but for [Cadbury’s](https://www.theguardian.com/business/2022/mar/28/cadbury-family-size-dairy-milk-bars-get-10-smaller-but-price-stays-the-same){nofollow} at least, it hasn’t affected sales. 

### 2. Switch to private labels and lower priced brands

A more extreme form of "trading down" involves substituting brands for lower-tier products. This particularly affects the luxury and premium goods industry, but also the entertainment and fashion sectors.

[An Ipsos survey](https://www.ipsos.com/en-us/knowledge/consumer-shopper/How-Inflation-is-Changing-Consumer-Behavior){nofollow} found that 35% and 33% respectively will buy cheaper brands, private labels or in-house brands from larger retailers. The cited McKinsey survey found that "only" 26% of respondents will change to cheaper priced brands or private labels.  

Procter and Gamble and Unilever, which offer generally premium brands have recognized this trend and responded by introducing cheaper, lower-tier products across many categories. 

In [a recent Reuters article](https://www.reuters.com/business/retail-consumer/procter-gamble-quarterly-sales-beat-market-expectations-2022-04-20/){nofollow}, Proctor and Gamble executives said that “for now consumers were switching to better-value premium products such as single-dose detergents or higher-priced diapers, adding they would focus marketing efforts on such offerings.”

### 3. Customers go after promotions and discounts

Customers are more willing to spend on goods with discounts and promotions during inflation. 

Professor Georg Rogers explains: 

> "One very clever thing Costco does is to offer a few cents discount on gas. People hate to pay for gas, so when gas prices go up a lot, they go to Costco more and end up buying a lot of other stuff." 


### 4. Shoppers will be more selective and research more

[FullStory](https://www.prnewswire.com/news-releases/fullstory-second-annual-us-digital-experience-survey-reveals-consumer-behavior-shifts-due-to-inflation-301570881.html){nofollow}, the digital experience intelligence company, and Ipsos have found that customers are researching products in more detail than ever before purchasing. Over half (51%) say they’re getting into the details for every purchase, to ensure they’re getting the best deal. 

Most of the research consumers do is aimed at cutting costs. 42% search online for coupons or discount codes. 33% are researching lower-priced alternatives, including discount brands.

Consumers also spent time checking out different retailers and stores to find the lowest prices. But is it a strategy that will work? 74% of 18-24 year-olds believe some retailers are doing a better job in managing increasing prices than others. 

![Header (1).png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/XdvALwFfTcGpZCDQwacS)

### 5. Delay purchases or buy in bulk

A significant portion of consumers are delaying purchases, says Morning Consult. Where they may have made impulse purchases in the past, they’re waiting – even if their incomes haven’t immediately been hit. The most affected sectors are, understandably, luxury/premium goods, dining out, entertainment, and fashion, says [PWC](https://www.pwc.com/gx/en/news-room/press-releases/2022/global-consumer-insights-pulse-survey.html){nofollow}.

Almost two-thirds of US consumers (64%) are very concerned about their spending, and it’s influencing our consumer decisions. We’re less likely to load the credit card with debt, instead making considered purchases and searching for the best value.

Customers are seeking strong value signals from brands they chose, which means online retailers must adopt new pricing strategies, says [McKinsey](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/five-ways-to-adapt-pricing-to-inflation){nofollow}. Instead of losing customers altogether, brands must build new relationships, addressing pain points while preserving customer value. 

## High-income millennials are top spenders during inflation
![Millenials top spenders.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/19ZYqGR6SHeg0NIA1OwT)

Ipsos, PWC, McKinsey, EY all agree that during times of high inflation consumers will increase their spending on necessities, such as groceries, and decrease spending on discretionary goods, such as electronics and fashion. 

Inflation will have a differing impact, depending on the age and income levels of customers. Millennials, who earn more than $100000 per year are willing to increase spending across all categories and are optimistic, says McKinsey. 

However, Millennials, Gen X, and Boomers with an income below $5,000 are most likely to cut back spending to the bare essentials. 

## What can businesses do?

It’s critical that businesses understand that inflation will have an impact on demand, but that demand will still be there. During times of high inflation, brands must react and refocus their offer to customers.

Strategies could include cutting prices, promoting lower-cost options or increasing information so customers can compare alternatives. It’s also important to[ reflect changes in products](https://www.channable.com/blog/how-to-recession-proof-ecommerce-business) in your advertising strategies and creatives.

The key for every business is to find a strategy that continues to deliver customers. We can’t predict the future with any certainty, but those businesses who can ride out the tough times are best placed to embrace the benefits when inflation recedes and the recovery kicks in.

Channable provides digital retailers with the tools to rapidly create, roll out and manage product feeds across thousands of channels. Learn more about the potential of Channable to inflation-proof your digital marketing strategy.

Understanding inflation and its effects on consumer behavior

Valentine's Day has surpassed Easter as the biggest eCommerce event in the beginning of the calendar year. And it is still growing in importance - especially for online marketing. The perfect V-Day purchase in 2020 will be made last-minute but it will have a personal touch. Catering to such a dynamic, heartfelt market is no problem with data feed management and PPC automation. Learn how to equip your online shop and lead the way towards the perfect Valentine's experience for your customers.

![Infographic](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Iop9j6vBQ5uUpGX2YQag)

[center][button link="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/N74xii6iRvqRQGs21tUw"]See full infographic[/button][/center]

V-Day is not only for lovers [infographic]

# How to stand out from the crowd?

## 1. Make use of user-generated content
Your customers can turn into your **best brand ambassadors**, so you should put a spotlight on them. Ask them to tag your brand on social media when posting pictures wearing your items; highlight it on the corresponding product page; showcase customer reviews; provide feedback on items; and more. Bottom line: **let your customers hype up your brand**.

## 2. Offer a crystal clear and flexible return policy
No one likes to see a product get returned, and yet - **offering a clear and free-of-charge return policy is key** and can definitely make the difference. According to Web Retailer, 88% of consumers surveyed rate [free return shipping as “important” or “very important”](https://redstagfulfillment.com/best-practices-e-commerce-returns/) to their purchase decisions. So while not offering free returns might save you money, it will also cost you, customers.

## 3. Diversify your online advertising channels
Now that you’ve put a lot of thought into website optimization, it’s time to **spread the word about your brand** and generate traffic to your site. Fashion retail is filled with opportunities to gain online exposure, whether your goal is to build brand awareness or increase conversions. Listing your brand on **fashion marketplaces** is a great way to benefit from the marketplace’s popularity among a large customer base, but there’s so much more you can do. Spend time enriching a marketing strategy that’ll support your business objectives. From **display** to **comparison websites** and **shopping ads**, there is a perfect advertising channel for each of your goals.

## 4. Brush up on your Social Media marketing skills
Rest assured - we didn’t ignore social media! And, as a fashion brand, you shouldn’t either. Especially if you’re looking to engage with younger customers. According to a global poll conducted by Ipsos, **67% of 18-24-year-olds and 60% of 25-34-year-olds [used Instagram at least once a day last year](https://blog.hootsuite.com/instagram-demographics/#General_Instagram_demographics)**. 

When it comes to fashion,** it’s all about being inspirationa**l. If you’re a lesser-known brand, it’s up to you to find users, not the other way around. Create appealing content and **power up your paid social ads** on Instagram, Snapchat, Pinterest, or TikTok. Have some extra budget to spend? Consider investing in **influencer marketing** to build strong brand advocates, but keep in mind that having a lot of followers on social media doesn’t always necessarily guarantee the best ROI. Think **quality-over-quantity**.

## 5. Automate your marketing efforts
Last but not least: **automation**. If you want to step up your marketing game and boost your productivity, you need to **equip yourself with the right tools**. [91% of marketers say marketing automation is very important](https://review42.com/resources/marketing-automation-statistics/) for the overall success of online marketing. 

There is a multitude of marketing automation tools. The most popular tools are usually related to email marketing and chatbots. But these tools do not offer solutions for some of the most time-consuming processes in eCommerce: listings integration with marketplaces, catalog management to create product ads for social media or price comparison websites, order management, or creation of relevant text ads; just to mention a few.

In order to help you to overcome all of these technical and tedious challenges, we have created the guide: “**Fashion & E-commerce in 2021: How to stay relevant and ahead of your competition**”. In this guide, you will find inspiration through relevant success stories, best practices, tips, and testimonials from some famous fashion brands. We hope this guide will help you implement marketing automation in your omnichannel strategy to get the best out of your fashion eCommerce.

<br><br/>
[form id="27e74810-2abb-47f0-a764-a5d299cf99cd"]



Fashion & eCommerce:5 Tips to help skyrocket your online visibility

If we've learned something from the past couple of years, it’s that change is the only constant— this is true of strategies we assumed we’d stick to, expectations we have of our workflows, and the way consumers shop, buy, and interact with brands. 

So, how are brands adjusting to these new changes in an ever-evolving digital-first world? And what’s trending in the world of retail to embrace this shift?

Here at Channable, we’re always looking for the latest strategies, insights, and trends that shape the retail world.

This is why a couple of months ago, we attended [Shoptalk](https://shoptalk.com/){nofollow} in Las Vegas, US, one of the world’s biggest e-commerce events. Shoptalk is where thousands of retail changemakers come together every year to create the future of retail. 

The Shoptalk agenda covered the latest technologies, trends, and business models, as well as the rapid transformation of what consumers discover, shop for and buy—everything ranging from apparel and electronics to beauty and grocery. 

What did we learn from the event and how can European brands and agencies benefit from these up-and-coming ways of selling online? Read on to learn all about it. 

## Trend #1: Exploring new forms of digital selling 

As a brand, **staying on top of the latest forms of digital selling will be pivotal to your success **in the coming years. This is why being where your customers are shopping for products and services is essential. Here’s what you can expect in terms of formats:


### Social commerce

Social commerce is the strategy you can tap into to market and sell your products via social media platforms. Sales through social media channels worldwide are expected to nearly triple by 2025 so this is definitely an opportunity many brands should leverage. 

To get started, you can use platforms like Instagram, Meta, Pinterest, and [TikTok](https://www.channable.com/blog/tiktok-dynamic-showcase-ads-setup-channable) as each of them offers a unique set of features to place your products in front of potential customers. 

A Statista study shows that 30% of e-commerce companies are already selling on social media and 12% plan on selling on social media platforms in 2022. 

![Untitled-1.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/e8ZH5RpQXWFIazN7Xndb)

While online marketplaces and shopping sites are created as shopping spaces, **social networks also provide an opportunity for brands to create a community**.

As influencers engage with their online communities, they are leading the way in this regard. As a result, e-commerce companies are increasingly collaborating with them to market their brands.

This is particularly true for Gen Z, who expect a convenient shopping experience catered to their digital lifestyle. 
![Untitled-2.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/KqIrGw2mQRuXChzbXLX4)

Experts in marketing and retail talked about this topic at Shoptalk, focusing on understanding consumers’ preferences and behaviors, and how they shape product and marketing decisions. 

### Live commerce

Already well-established in Asia, live commerce, also known as live shopping, is now predicted to become more prominent across other regions including Europe. **Live commerce enables brands to sell their products online through live video while shoppers interact with them in real time**. 

The movement has been pioneered by the Chinese retail giant Alibaba in 2016 when they launched Taobao Live, opening a new chapter in retail. 

While the Asian market is already advancing quickly in this space, it’s important to look at how retailers like Alibaba have managed this innovative approach – they simply linked up an online livestream broadcast with an e-commerce store to allow viewers to watch and shop simultaneously.

Ever since, live commerce has quickly established itself as a key tactic in sales campaigns for key events like Valentine’s Day or Singles’ Day—major shopping events in China—and, as a reliable way for increasing customer engagement and online sales. 


“In 2020, the first 30 minutes of Alibaba’s Singles’ Day pre-sales campaign on Taobao Live generated an impressive $7.5 billion in total transaction value. Today, the value of the Chinese live commerce market is expected to reach $423 billion in sales by 2022,” states McKinsey.

Similarly, Amazon Live is also using the same model through their free live streaming app that’s aimed at brands and influencers who want to interact with shoppers in real time. 

![Untitled-4.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Fc0UPvgQ5OISGPdVAiSq)

We already know that [videos](https://www.wyzowl.com/video-marketing-statistics/){nofollow} are a key format in the buying process: 96% of users turn to videos to learn more about a product, while 88% of users are convinced to make a purchase after watching a video. Combine that with an influencer or personality with an established community, and you’ve got yourself an engaged audience for the right market. 

If you’re keen to experiment with this format, [livestream shopping](https://www.channable.com/blog/livestreaming-shopping) events are already mainstays on platforms like Amazon, TikTok, and Meta.

For instance, in 2020, Walmart streamed their “[Holiday Shop-Along Spectacular](https://corporate.walmart.com/newsroom/2020/12/17/you-can-now-shop-walmart-on-the-hottest-place-on-the-internet-tiktok){nofollow}” on TikTok in collaboration with 10 popular creators. The event had a bigger audience than expected and helped the retailer increase its TikTok follower base by 25%.

What does this mean for other regions in the world? 

Tapping into live shopping while continuously using deep learning through social media listening, data analyses, and behavior tracking can really create a new “[phygital](https://www.forbes.com/sites/forbesbusinesscouncil/2021/06/30/phygital---what-is-it-and-why-should-i-care/?sh=45bc7723587a){nofollow}” experience, where there is no longer just a physical or digital world, but a completely connected one. 

### Visual search and video shopping

The reason why many brands continue to move their marketing budgets in this direction is simple — digital advertising offers a scalable and direct way to reach consumers online.

So as a marketer, you’re presented with a challenge: How do you benefit from the reach provided by digital advertising without disrupting your potential customers’ shopping experience?

This is why **retailers are looking to incorporate even more video content into their marketing and advertising strategies in 2022**. 

At Shoptalk, Connie Chan, General Partner at Andreessen Horowitz referred to this phenomenon as “[Shoptainment](https://www.bloomberg.com/news/videos/2022-03-28/shoptalk-2022-retail-s-future-is-on-social-video){nofollow},” the overlap of videos on social media made to entertain and an opportunity to make a purchase.

On the other hand, Google is also betting big on this trend. Google sees YouTube and Google Shopping as their most important shopping platforms to provide an immersive and seamless shopping experience. 

In the future, it’s most likely that text ads won’t get priority anymore as Google will focus more on putting visual, image, and live video shopping and advertising at the forefront. 

The bottom line? As the online consumer journey will get longer and will include more touchpoints, managing this whole journey will be more effective if it’s done in a more automatic way. 

## Trend #2: The cookie-less future is (almost) here 

As Google states, [cookie tracking](https://blog.chromium.org/2020/01/building-more-private-web-path-towards.html){nofollow} has become more and more invasive.

But first, what are cookies, really? According to WIRED, the technology in question is called [FLoC](https://www.wired.com/story/google-floc-privacy-ad-tracking-explainer/){nofollow}, or Federated Learning of Cohorts. It aims to give advertisers a way of targeting ads without exposing details on individual users by grouping people with similar interests together.

**Third-party cookies have always been crucial as they serve personalized ads, and retargeting, and enable advertisers to conduct a detailed analysis**. While they are not perfect, they offer an easy way to capture usable data. Losing cookies will have massive consequences on audience sizes and targeting ability. 

As third-party cookies deprecate in 2023, marketers face many challenges in creating hyper-targeted, measurable digital marketing campaigns.

But retailers are experimenting with how to replace cookies, and there are alternatives outside of Google's Floc. 

In the future, Google intends to use artificial intelligence (AI) modeling to understand users, identify the ads with the highest conversion level, and identify which users are the most valuable.

AI modeling, however, requires a lot of information. Google will need more “signals” to identify users and conversions. And the most valuable signals will be each customer’s personally identifiable information (PII). This consists of customers’ last names, email addresses, and physical addresses.

What does this mean, practically? 

A Hubspot article explains: “If someone looks for your product on Google, then clicks on your ad, and goes to your website, Google now has all the information it wants. However, without cookies, it’s no longer possible to store the anonymous identifier for that user. If that same user returns to your website later and converts, there’s no way to connect the original ad viewed to the conversion.”

With Google pushing back the implementation of its privacy changes to 2023, advertisers will have time to start planning and testing alternatives. In general, there seem to be six major alternatives considered by advertisers: 

- [Google's Sandbox environment](https://ahrefs.com/blog/google-sandbox/){nofollow}

- First-party data from other sources such as physical stores, your own website, etc

- Location and contextual targeting 

- Traditional media channels like the TV will play a bigger role

- Blockchain

- AI technology like building your brand’s marketing strategy on proprietary post-purchase question streams


## Trend #3: - Creating highly personalized customer experiences

We’re heavily experiencing a culture of change for many retailers who’ve long held a mentality anchored only in brick-and-mortar shops. 

**As a retailer, you need to create an interwoven journey that’s relevant to your target consumer **— and define your channel ecosystem, in a way that provides a personalized experience along that journey. 

For instance, Care/of, a subscription service that delivers a portable package of high-quality daily vitamins to its customers, has come up with a lifestyle quiz for their customers in which they receive a personalized list of daily vitamins and water-soluble supplements. 

![Untitled-3.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/2iyleoFHQxueNU9x1pVt)

Care/of presents detailed information regarding the reasons behind its vitamins and supplement recommendations in an entertaining, personalized, and engaging way, but the final decision about the consumption amount always stays with the clients.

**Start creating personalized experiences that speak directly to your audience** – think quizzes, on-site interactions, and other snackable formats – that can help you get to know your audience better and offer them the experiences they want. 


## Trend #4: - Retail Media

Retail media advertising provides a straightforward way to shop, especially when the ads are relevant to consumers’ interests and purchase behavior.

Retail media is becoming increasingly relevant today. Not only is it growing rapidly but it’s also estimated to account for 25% of all digital spending by 2026 (=$100B). Retail media dollars will be shifted or generated from: 

- Organic growth in digital ($24B)

- A shift from other digital channels (11B)

- A general shift in trade ($21B)

**Retail media is experiencing significant growth across the US, EMEA, and APAC** because it fits perfectly what a retailer wants, what a consumer wants, and what an advertiser wants – all in one package. And for advertisers, retail media also gives access to first-party data owned by the website owner.

Take Walmart, for example. Walmart’s retail media network is second only to Amazon’s in terms of volume and revenue, with 150 million customers visiting either Walmart or its online portal every week. 

According to Walmart Connect, 35% of shoppers research items on their website before buying them in a physical store. Their omnichannel approach, which closes the loop between the app and physical stores, enables brands to accurately attribute in-store conversions to digital campaigns. 


## Trend #5: - Managing product data is essential

Providing a personalized and localized (visual) shopping experience is key, and social platforms already allow brands to do this. For that, however, [managing your product data](https://www.channable.com/industry/retail-ecommerce) is important.

Combining different types of data will become highly important to provide a truly personalized and localized experience (e.g product, behavior, and COVID data). 

When you start advertising through third parties, such as comparison sites and affiliate networks, you will notice that compared to what you have on your webshop, these platforms require your product information in various formats. 

This is why modifying your product feed information to match requirements is key. However, if you want to make use of several third parties, this requires multiple, different product feed configurations. This can become overwhelming so ensure that the product data you manage is always done in an automatic way. 

From improving productivity and scalability to reducing mistakes and getting your products to market as soon as possible, being on top of your data will be a key strategic element to look out for this year and beyond.

## Takeaways 

The dimensions of e-commerce are increasing fast – and implementing these up-and-coming strategies will play a key role in keeping up with this momentum.

Instead of banking on ads alone, leading companies are investing in more interactive activities to create a more engaging relationship with their customers.

At the same time, the consumer journey is no longer linear either – what starts online can end up in-store and the other way around. Therefore, understanding and defining your omnichannel approach will become increasingly vital as we move through 2022 and beyond. 

With these strategies, you can start increasing your revenue and retention and impact your brand awareness by always staying top of mind. 

Want to create more engaging shopping experiences for your customers and learn the latest strategies in the industry? We’re always sharing articles and insights on the blog. Check it out! 


Exploring new forms of digital selling: 5 ways that are reshaping retail

The word that best encapsulates this past year—both in eCommerce and beyond—is “**transition**.”

Not only have we begun to adjust to a largely post-COVID world, but we’ve also had to adapt to a number of social and political changes. The wake of the pandemic has left widespread economic uncertainty, rising costs, and volatile labor markets. 

Rising global tensions and the outbreak of war in Ukraine have led to international trade disruptions and shaky supply chains. 

And a general demographic shift—as members of Gen Z increasingly join the workforce and flex their new buying power—has spurred renewed reflections on how consumers value and evaluate preferred brands.

![Ecommerce_v2-03.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NN09jFGlTG5PitADQEyJ)

Together, these transitions have landed us in a charged eCommerce landscape where it’s difficult to predict what’s just around the corner. 

Rather than trying to steer this ship through unfamiliar waters, the wisest voices in our industry are taking cues from consumers themselves and letting buyer behaviors and expectations take the helm.

So, what does this mean for the coming year—and how can retailers and marketing teams prepare to weather any potential storms? Below are four top eCommerce insights and observations to ease the way into 2023.

## 1. The division between online and offline shopping is breaking down.

Going into 2022, [many eCommerce giants](https://www.bloomberg.com/news/features/2022-10-11/amazon-amzn-wayfair-w-online-shopping-bets-aren-t-paying-off?leadSource=uverify%20wall) bet big on digital, predicting that the elevated online shopping numbers of the early COVID-19 era would hold. That hasn’t necessarily come to pass.

It’s true that eCommerce [sales surged](https://www.census.gov/library/stories/2022/04/ecommerce-sales-surged-during-pandemic.html#:~:text=E%2DCommerce%20Boom&text=More%20than%2020%20years%20later,to%20%24815.4%20billion%20in%202020.) at the height of the pandemic, thanks to stay-at-home orders, consumer stimulus payments, and reduced opportunities to spend on experiences like dining out. 

![Ecommerce_v2-04.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/zz4b4mbzRyaavyiHrB3i)

This trend drove many brick-and-mortar shops to [bring their goods and services online](https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/how-covid-19-has-pushed-companies-over-the-technology-tipping-point-and-transformed-business-forever) on an accelerated timeline that shattered all records and forecasts. 

On the whole, interest and activity in eCommerce has since stayed strong, and the industry itself has [continued to grow](https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/e-commerce-at-the-center-of-profitable-growth-in-consumer-goods).

And yet, as many analysts have pointed out, reports on the death of in-person shopping have been [greatly exaggerated](https://www.forbes.com/sites/stevendennis/2022/03/31/what-we-often-get-wrong-about-e-commerce-and-why-it-matters/?sh=69c355e11bfb). Purchases at physical stores still account for [almost 90%](https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf) of all retail sales.

> It turns out that eCommerce and in-person commerce aren’t at odds after all. In fact, the boundaries between these two shopping experiences are growing increasingly thin.

With more small, local businesses adopting digital transformation—and, conversely, digital-native companies like Allbirds and Warby Parker opening physical retail stores—many brands are finding that online and offline initiatives can work in tandem to fuel their growth.

The most forward-thinking among them, including Bonobos and Starbucks, are tweaking their omnichannel marketing strategies to build a hybrid model, ensuring their online and offline customer experiences fit seamlessly together. 

That way, they don’t have to choose between remote and in-person audiences and experiences—they can channel the best of both.

## 2. The rise of Gen Z means more social selling and more social consciousness.

Members of Gen Z—the segment of the population born between 1997 and 2012—are now coming into their own, with an estimated [$360 billion](https://www.bloomberg.com/news/articles/2021-11-17/gen-z-has-360-billion-to-spend-trick-is-getting-them-to-buy?leadSource=uverify%20wall) in collective disposable income.

There are several characteristics that set Gen Z apart as consumers. For one thing, they tend to rely on [social media platforms](https://www.statista.com/statistics/1252593/global-social-media-product-discovery-by-generation/) more than search engines to discover new products, and they’re [far likelier than any generation before](https://www.statista.com/statistics/1260868/social-media-influence-on-shopping-by-generation-us/) to purchase a product after seeing it on a social channel.

That means, for today’s marketers, social selling isn’t just quicker, cheaper, and more accessible than traditional advertising, it’s also the best way to connect with the next generation of buyers.

![Ecommerce_v2-05.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/9Y5h8u8GQiWah4IRL2Cb)

Another key consideration with Gen Z is their heightened commitment to social and environmental causes. That extends to the way they shop, with a substantial number willing to [boycott brands](https://www.forbes.com/sites/jefffromm/2022/07/20/as-gen-zs-buying-power-grows-businesses-must-adapt-their-marketing/?sh=7fd2029b2533) that don’t meet their ideological expectations. 

One [recent Deloitte survey](https://www2.deloitte.com/content/dam/Deloitte/at/Documents/human-capital/at-gen-z-millennial-survey-2022.pdf) shows that 64% of Gen Z consumers are willing to pay more for an environmentally sustainable product, versus a cheaper but non-sustainable alternative.

## 3. For businesses, recession-proofing is key.

While it’s too early to say that a recession is a sure thing, it’s not too early for eCommerce retailers and business owners to heed the warnings and get their profit margins in order. A few [basic tips and strategies](https://www.channable.com/blog/how-to-recession-proof-ecommerce-business) can help merchants along the right track, including:

- **Keep operations as efficient as possible**: This includes looking for opportunities to automate key workflows with tech-forward tools and optimizing any and all ad campaigns.

- **Market intentionally**. For example, use [data and analytics](https://www.channable.com/products/channable-insights) to define an ideal audience, track shopping and spending habits, cut products that aren’t hitting desired margins, and boost products that are. Prioritize channels that offer a higher return on ad spend.

- **Take full advantage of available marketplaces**: This also means finding smaller, niche marketplaces that cater to a specific, dedicated audience and, importantly, take a smaller cut from each sale.

- **Keep teams nimble and up to speed**. Fast-evolving technology, paired with the effects of the Great Resignation and a dearth of qualified labor, are leaving many eCommerce and marketing teams scrambling to keep up. Lean on industry experts and tech partners that offer [built-in learning resources](https://www.channable.com/channacademy), intuitive platforms, and hands-on customer support.

Among other things, a looming downturn means that a race to the bottom with pricing is no longer sustainable. Now is the time to be strategic.

## 4. Breakthroughs are coming.

If there’s a silver lining to all this talk of recession, it’s that economic hardship tends to be a breeding ground for new ideas and inventions. One strongly suggested New Year’s resolution for eCommerce professionals is to embrace them.

There’s a tendency during uncertain times to take a conservative approach, protect existing assets, and avoid any form of risk. 

But research has found that encouraging entrepreneurship and experimentation not only helps build a [thriving business culture](https://hbr.org/2020/03/building-a-culture-of-experimentation), it also [yields better business results](https://www.forbes.com/sites/chuckswoboda/2020/06/22/in-business-as-in-life-the-greatest-risk-is-doing-nothing/?sh=6406774f1828). 

The key is to experiment with the right kind of advanced technology at your back and to use concrete data and intelligence to your advantage.

![Ecommerce_v2-06.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/rcktfrFtQ2iwPRSSVHFP)

There’s a wealth of cutting-edge eCommerce solutions already on the market and an untold number on the horizon. Keep an eye out for those that will drive efficiency and effectiveness—and maybe even stimulate ideas of your own.

## The bottom line

As we navigate a growing number of transitions and uncertainties heading into 2023, make them work for you and your business. Use the tools at your disposal to ensure you’re listening to your customers—and building strategies that meet their needs.

## What does 2023 hold for Channable?

This coming year, Channable is going all in on innovation. We’re investing in a team of creative thinkers and mapping out new products and features that will help eCommerce marketers thrive.

[Sign up for a trial account](https://www.channable.com/signup) to explore our platform and learn more about our emerging solutions—or [browse our open positions](https://jobs.channable.com/?&_ga=2.145258231.231850655.1671033140-2099800567.1660231302) to join our growing team and help bring them to life.

What to expect from eCommerce in 2023

With the growing focus on safer and more transparent eCommerce, the EU has introduced the Digital Services Act (DSA) and the General Product Safety Regulation (GPSR) to enforce new standards for online sellers. These regulations mandate that marketplaces and sellers share specific information about product safety and accountability, aiming to protect consumers and streamline responsibilities.
 
For online businesses, this means adapting to new requirements for uploading product and operator information—yet the specific compliance steps vary across marketplaces. Here’s a breakdown of what the DSA and GPSR require and how Channable is working to support businesses in staying compliant.

## What is the Digital Services Act (DSA)?
The [DSA](https://digital-strategy.ec.europa.eu/en/policies/digital-services-act-package) introduces strict measures to combat illegal content, promote transparent advertising, and curb disinformation on online platforms. For online sellers, this means ensuring that detailed contact information of a responsible economic operator within the EU is available to consumers.
 
This information includes the operator's name, address, phone number, and email, making it easier to track product accountability. Sellers on platforms like social networks, app stores, and marketplaces are required to ensure this information is complete and accurate.

## What is the General Product Safety Regulation (GPSR)?
The [GPSR](https://commission.europa.eu/business-economy-euro/doing-business-eu/eu-product-safety-and-labelling/product-safety/general-product-safety-regulation_en), effective from December 13, 2024, replaces the previous General Product Safety Directive for non-food products, introducing new packaging and online listing requirements.
 
When selling online, businesses need to include certifications and documents showing compliance with safety standards for specific product categories. This can involve uploading certifications like CE marks or images showing product safety labels, allowing marketplaces to easily verify safety standards before products reach consumers.

## How marketplaces handle DSA and GPSR compliance
Not all marketplaces are implementing the changes the same way. Here’s a look at two main approaches:

1. **Direct datamodel integration**: Some marketplaces, such as Amazon, OTTO, Allegro, and Zalando, have chosen to add fields directly in their datamodels to capture the DSA-required information. This includes fields for manufacturer/importer contact details, which can be filled with static values or set to vary by item. In Channable, these fields are available in the Build step, allowing sellers to easily manage compliance for each product.

2. **Creating an economic operator profile**: Other marketplaces, like Miravia and bol, ask sellers to create a profile for the economic operator within their seller environment. This profile, which includes essential contact information, receives a unique ID that can be linked to products. For sellers using Channable, this ID can be added in the Build step, streamlining the process through Channable's rule engine.

## GPSR compliance and safety documentation
To comply with GPSR, sellers need to provide category-specific safety documents and product labels on marketplaces. These safety files, such as CE certifications or product safety warnings, appear as fields within Channable’s Attributes section.
 
This simplifies compliance by integrating safety labels and certifications directly into product listings, ensuring visibility and accessibility for buyers across multiple platforms.

## Current challenges and ongoing support from Channable
While some marketplaces are well-prepared for DSA and GPSR requirements, others are still defining their processes, leading to variations in implementation. Channable’s team is actively tracking these updates and adapting our platform accordingly.
 
For those marketplaces that have clarified their requirements, Channable provides tools for users to manage compliance with minimal friction. As we learn more about how marketplaces like TikTok Shops and others plan to support these changes, we’ll update our platform to ensure users can maintain compliance efficiently.

## Navigating compliance with Channable: Simplifying DSA & GPSR requirements
Adapting to new regulations like the [DSA and GPSR](https://helpcenter.channable.com/hc/en-us/articles/22175644897042-Staying-compliant-with-DSA-and-GPSR-regulations-with-Channable) may seem daunting, but with the right tools and support, online sellers can ensure compliance and build trust with consumers. Channable is committed to providing users with solutions that simplify these processes, from data model integration to seamless profile management.
 
As we continue monitoring marketplace changes, our goal remains to support sellers in navigating these evolving requirements—empowering businesses to focus on growth while meeting the latest standards in product safety and transparency.

DSA & GPSR explained: Essential compliance for online sellers

Have you ever gone to Reddit to discover new products, weigh the pros and cons of different options, and get validation from like-minded people before making a purchase? You’re not the only one. 4-in-5 social media users rely on Reddit conversations to make confident decisions about a product.

That’s why Reddit recently introduced [Dynamic Product Ads](https://www.business.reddit.com/advertise/ad-types/dynamic-product-ads) to connect high intent shoppers with relevant products as they explore, discuss, and decide on purchases.

What does this mean for eCommerce advertisers? Well, it allows you to get your products in front of Reddit visitors who are primed to buy. 

In this article, we’ll cover everything you need to know about Reddit Dynamic Product Ads, including what they are, the key features, how to set them up, and some tips for success. 

## What are Reddit Dynamic Product Ads? 
Reddit Dynamic Product Ads automatically create ads from your product catalog, showcasing the right product to the right user at the right time in the right context. Dynamic Product Ads combine user shopping signals with machine learning and advertiser product catalogs to deliver “the most relevant products to convert high user intent into action by connecting people with the products they’re looking for, at the very moment they’re looking for them.” 
![Reddit Blog - Image 1.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/M4kQUW7tSLq9qGsMlDJz)

### Reddit Dynamic Product Ads key features and benefits 
Reddit advertisers who want to launch Dynamic Product Ads can benefit from the following features: 

1. **Instant campaign creation**: The ads are dynamically populated with up-to-date product imagery, pricing, and details directly from your product catalog.

2. **Two targeting options**: Retargeting displays ads based on previous website interactions, while Prospecting shows relevant products based on Reddit or advertiser site engagement. 

3. **Support across the purchase journey:** Engage Reddit users throughout the discovery, consideration, and decision-making phases using feed and conversation placements, as well as single image or carousel ad formats.

Reddit Dynamic Product Ads offer a streamlined way to serve relevant products to the right people at the perfect moment. Let's dive into how to create them.

## Setting up Reddit Dynamic Product Ads in 3 steps
Before you can start creating your Reddit Dynamic Product Ads campaign, you need to [set up a product catalog](https://business.reddithelp.com/helpcenter/s/article/catalogs). In the Reddit Ads dashboard, go to ‘Catalogs’ and either upload a CSV file of all your products or sync it with an existing data feed. Additionally, make sure that you’ve installed the Reddit Pixel so that you can accurately track your conversions and measure the effectiveness of your advertising campaigns. 

### Step 1: Create your campaign 
In the Reddit Ads dashboard select ‘Create Campaign’. Next, name your campaign with something easy to identify such as “DPAs Prospecting Q3 2024”. Select ‘catalog sales’ and click ‘continue’.

### Step 2: Create your ad group  
Reddit recommends creating two ad groups, one for prospecting and another for retargeting, with a similar budget, as well as splitting ads between feed and conversation placement to reach users across different purchase journeys. 

Once you’ve named your ad group, select the product catalog that you want to advertise. If this is your first DPA campaign, select ‘all products’ when asked to choose a product set. Enable the ‘Dynamic ads’ toggle before choosing your audience type. Select ‘Prospecting’ if you want to find new people interested in your products or ‘Retargeting’ to target people who’ve previously shown interest in your products on your site. 
![Reddit Blog - Image 2.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/quIhB563QoWefW805b5d)

### Step 3: Create your dynamic product ads 
Once you’ve created your ad group, you’re ready to create your ads. Here’s how:

1. Give a name to your ad, e.g. “Spring / Summer Collection” 

2. Select your post type. Choose ‘image’ to advertise a single product or ‘carousel’ to advertise multiple products. 

3. Add a headline that’s under 300 characters. This will appear above or next to your products. 

4. Select whether to display the product’s description or price in your ad’s bottom caption. If you include sale prices, users will see the sales price and the original price striked out. 

5. Choose whether to use the destination URL from your catalog or override it with a custom URL. 

6. Select a call-to-action. 

7. Select ‘Review’ and then ‘Publish’. 

## Reddit Dynamic Product Ads: Best practices 
Reddit Dynamic Product Ads offer a powerful way to reach potential customers and drive sales. Here are three tips to set up your DPA campaigns for success: 

### Optimize and maintain your product feed
As DPAs are automatically generated based on your product feed, it’s crucial to make sure that your product catalog is up-to-date with accurate product titles, descriptions, images, pricing, and availability. This prevents redditors from seeing out-of-stock items or incorrect prices in ads.

It’s also important to provide as much detail about your products as possible, including size, color, material, and other relevant attributes. This helps Reddit's algorithm show the most relevant products to users.

***Tip**: Upload high-resolution images that are at least 500x500 pixels. Reddit recommends uploading an image that displays your item in front of a white background.*


### Use product sets to organize your catalog

While Reddit recommends selecting ‘All Products’ in your catalog when first getting started, after the first 30 days you can start to create product sets. Product sets allow you to specify which products are served in your Dynamic Product Ads. For example, you might create a category product set to drive conversions to a new collection, or create a promo product set based on items that are on sale to create sale-specific ads.

## Increase your Reddit Dynamic Product Ad conversion rates with Channable

Maintaining an up-to-date product catalog is crucial for succeeding with Reddit Dynamic Product Ads. Channable’s [Feed Management tool](https://www.channable.com/products/product-feed-management-tool) keeps your product information up-to-date and consistent across all of your platforms. 

With Channable, you can save time and resources by creating and managing all your product feeds in one place. 

By seamlessly connecting product data with image templates and using an advanced rules engine, Channable enables automatic updates to ads based on specific conditions like sales or product launches. 

This solution addresses the challenges of managing extensive product catalogs by ensuring personalization and consistency at scale, reducing manual effort. 

[The Dynamic Image Editor ](https://www.channable.com/products/dynamic-image-editor)enhances marketing outcomes by embedding product information, highlighting discounts, and customizing visuals, leading to improved engagement, click-through rates, and conversions.

Want to learn more about Channable? [Sign up for a free trial account](https://www.channable.com/signup). 



Reddit Dynamic Product Ads: What you need to know

The fashion industry is hugely lucrative, with global revenue predicted to reach [$770.9 billion in 2024](https://www.statista.com/outlook/emo/fashion/worldwide). But while this figure continues to be made up of sales from established high street names and their glossy brick-and-mortar stores, it is also driven by businesses with a significant digital presence.

Of course, fashion industry marketing strategies vary significantly depending on the type of product being sold, competitor analysis, pricing, and more. Whether sales are predominantly digital or physical will also have a huge bearing on your fashion marketing strategy. Whatever approach they take, marketing for fashion brands remains hugely important. In fact, it is crucial if they want to secure a piece of the growing eCommerce market. 

The fashion industry is currently one of the biggest players in the eCommerce business. As consumer behavior continues to evolve, eCommerce has grown to play an increasingly prominent role for retailers. Whether it’s across mobile devices or desktop computers, [fashion and eCommerce](https://www.channable.com/blog/fashion-ecommerce-tips-improve-online-visibility) appear to be growing in tandem with one another. Today, almost 21% of worldwide fashion sales are the result of eCommerce transactions.  

The reasons for the growing importance of eCommerce to the sector are numerous. From the rise of [eCommerce personalization](https://www.channable.com/blog/understanding-ecommerce-personalization) to enhancing [data-driven performance](https://www.channable.com/blog/blog-analytics-insights-for-better-performance), there are several reasons why fashion brands are increasingly devoting resources to their online sales channels.

## Digital and other developments
Getting your fashion industry marketing strategies right depends on you remaining abreast of the latest trends and developments in the sector. ECommerce shoppers and those who visit physical stores behave differently - so engaging with them and getting them to convert also requires brands to act differently. 

Below, we’ve outlined some of the major trends we’ve identified around eCommerce and fashion - and how you can take advantage of them:

### Personalization: 
Fashion consumers are craving personalization from retailers. [Research by Accenture](https://www.accenture.com/content/dam/accenture/final/a-com-migration/pdf/pdf-166/accenture-retail-fashion-personalization-pov.pdf) has found that 81% of shoppers are interested in personalized products but, aside from luxury brands providing personal shopping assistants, this has proven difficult for most retailers to deliver - until now.

ECommerce in fashion has created a multitude of opportunities for fashion brands to tap into the personalization trend. For example, data pertaining to your customer’s location, time and past shopping habits can all be incorporated within your fashion marketing strategy. Retailers can leverage real-time [insights & analytics](https://www.channable.com/products/channable-insights) so their website and product recommendations are more engaging to customers on a personal level. 

This is all made possible at scale with automation. With a data feed management solution, you can highlight top sellers, manage ad spend, dynamically [segment based on performance](https://www.channable.com/products/channable-insights/segmentation) or update descriptions and prices, to optimize your sales and engagement.

### Sustainability:
Another noticeable trend within the industry is sustainability. Many shoppers are asking for more environmentally and socially sustainable fashion options, with [51%](https://retailnext.net/blog/retail-impact-europes-move-towards-sustainable-fashion) of shoppers willing to pay up to 10% extra for items sustainably made or shipped.
![Image_01 (7).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/QxcHyYFdSCq9ioCDN1A5)
ECommerce can help the fashion industry to embrace this trend. With eCommerce product listings, it becomes easier to place the sustainability credentials of your clothing and other apparel at the front and center of your product listings. This can also be incorporated within other elements of your fashion marketing strategy. For example, if your potential customers care about sustainability, consider whether you can [optimize your keyword strategy](https://www.channable.com/blog/final-url-keyword-level-dynamic-keyword-insertion) so your fashion ads reflect this.

### Mobile shopping: 
The rise of fashion eCommerce doesn’t mean that shoppers are only looking for items using their laptops and desktop computers. Increasingly, mobile is playing a prominent role for consumers, with research by AI platform, Syte, finding that [81%](https://www.syte.ai/ebooks/product-discovery/state-of-ecommerce-discovery-2023/) of fashion shoppers used their mobile devices to complete transactions.

Check whether your eCommerce site or payment gateway is working effectively on the smaller screen. Also, are your ads optimized to reach them via mobile devices? Whatever the product, eCommerce now depends on [omnichannel and multichannel marketing](https://www.channable.com/blog/omnichannel-and-multichannel-marketing). That’s why we included adopting a mobile-first approach as one of our key tips for [how to optimize your return on ad spend](https://www.channable.com/blog/return-on-ad-spend).

### Innovation:
ECommerce in fashion has moved beyond simply having an online portal for shoppers. In the current market, consumers expect cutting-edge solutions to be a part of their shopping experience, from [AI](https://www.channable.com/blog/ai-ecommerce-trends-to-know) to augmented reality. 
![Image_02 (5).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/QsJF47DHQPs7g26V2gM5)
Although it may be possible for fashion brands to employ some of these innovations in their brick-and-mortar stores, eCommerce platforms represent a natural fit for many of these solutions. Virtual try-ons, social media integration, and more can all be employed by retailers exploring more innovative fashion industry marketing strategies.

## eCommerce fashion industry marketing strategies: Our top tips

Fashion retailers hoping to boost sales with their eCommerce marketing should do more than simply be aware of the latest trends. That’s why we’ve put together the below tips to help you with your fashion industry marketing strategies. 

### 1. Explore all relevant marketplaces
You might have your own website, but is that the only place your eCommerce sales could come from? Might they be driven by [Amazon Ads,](https://www.channable.com/blog/amazon-sponsored-products) [Google Shopping Ads](https://www.channable.com/blog/google-shopping-ads), or an entirely different marketing channel? Ensure you are advertising your fashion items across all relevant channels. Missing out on engaging with customers, means missing out on sales.

### 2. Maintain an overview of your ads
While it’s a good idea to post marketing materials on all relevant channels, this does present a challenge for fashion brands. How can they manage all these ads? The right third-party solution can help. With Channable’s [PPC tool,](https://www.channable.com/products/ppc-tool) for instance, brands can boost their visibility and maintain an overview across ads and campaigns to save time and scale.


### 3. Use high-quality images
Visuals are important for any product - but this is especially true for the fashion industry. Good-quality images can add trust and credibility to your brand - while convincing customers to convert. [Dynamic creative optimization](https://www.channable.com/products/dynamic-image-editor?utm_term=product%20image&utm_campaign=uk-ie-search-en-generic-prospecting+%5Bppc-tool%5D&utm_source=google&utm_medium=cpc&hsa_acc=9335244591&hsa_cam=21133291670&hsa_grp=158968278223&hsa_ad=694831436879&hsa_src=g&hsa_tgt=kwd-299056558709&hsa_kw=product%20image&hsa_mt=b&hsa_net=adwords&hsa_ver=3&gad_source=1&gclid=CjwKCAjwnei0BhB-EiwAA2xuBopMvZgfbhIFuXhyNlfHO6NBQ-6aImrtj9b0Idja9MnKApFKU06QOhoCYSoQAvD_BwE)can also align the visuals and text you use to ensure your ad has an even greater impact.

### 4. Understand your customer
Every customer is different - it’s important for fashion marketing strategies to reflect that. Recently, [multichannel eCommerce solutions](https://www.channable.com/blog/multichannel-ecommerce-solution) have been blurring the lines between search, commerce, and social. Where is the best place to direct your advertising spend in this new digital-first landscape? Where and how can your customers be reached?

Make sure that your fashion product ads are directed to the right customers and via the right channels. The fashion industry is highly competitive and the eCommerce landscape is increasingly complex. Make sure you leverage data and third-party tools to gain a real understanding of what your customers want and how best to engage them.

## Use Channable's multichannel eCommerce platform to reach fashion consumers today

Amid the many different fashion industry marketing strategies around today promising to boost your sales, only our eCommerce solution combines the power of cross-channel listing, advertising, and insights to engage with your customers on their dynamic, multichannel buyer journey. 

Are you looking to better market your fashion products to consumers? Channable could be the right fit. 


Fashion industry marketing strategies: eCommerce trends and tips

As you probably already know, Responsive Search Ads (RSAs) have [replaced Expanded Text Ads (ETAs)](https://www.channable.com/blog/responsive-search-ads) in Google Ads campaigns. While Google Ads will still serve your Expanded Text Ads, you’re no longer able to create new ads or edit existing ones. 

This means that Responsive Search Ads are now the default ad type for Search campaigns in Google. But what does this mean for your Google Ads performance? 

There’s no data to suggest that the performance of your Expanded Text Ads will drop, but without the ability to optimize existing ads or create new ones (for seasonal offers, new products, etc.), there’s a chance it might. 

With this in mind, Google has been pushing advertisers to switch to Responsive Search Ads, claiming that the ones who do can achieve up to [10% more clicks and conversions](https://support.google.com/google-ads/answer/10434300).

But did you know that RSAs are not the only ad type that you can make use of in Google Ads?

Dynamic Search Ads (DSAs) are a beginner-friendly ad type that use your website content to target your ads, saving you time when creating your ad campaigns. 

Wondering which ad type is better for your digital marketing strategy? We’ve got you covered. 

This guide will explain everything you need to know about the differences between Dynamic Search Ads and Responsive Search Ads, the benefits of each ad type, and which one is right for your business. 

Before we dive into the differences, let’s take a quick look at each ad type and how they work. 

## What are Dynamic Search Ads?

![how DSAs takes content from your website.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/EYEujnSsCirQpcK5qbNw)

Dynamic Search Ads are a dynamic ad type, ideal for advertisers with multiple landing pages and/or products. Instead of manually creating individual ads for specific keywords, Dynamic Search Ads automatically generate ads based on the content of your website. 

This means that when someone searches for terms related to your website's content, Google’s algorithm serves ads that match the user’s search queries. 

For example, if a user searches for “eco-friendly running shoes” and this search is matched with a product page on your e-commerce website, the DSA will link to that page. 

## Benefits of Dynamic Search Ads

Setting up Dynamic Search Ads is generally simpler than traditional keyword targeting. You provide Google with the URL of your website, and their system takes care of the rest. 

There are a number of benefits to this automated approach: 

- Dynamic Search Ads cover a broader range of search terms which you may not cover in your keyword campaigns, allowing you to reach more people. 
- DSA campaigns save you valuable time by creating the ads for you, eliminating the need to write a number of ad headlines and descriptions. 
- Marketers can focus more on perfecting their website's user experience and content, as Dynamic Search Ads handle the intricacies of ad creation and management. 
- When a customer’s search matches your product or service, Google Ads will dynamically generate an ad leading to the most relevant page on your site, which can help to increase conversions. 

Now let’s see how Dynamic Search Ads compare to Responsive Search Ads.

## What are Responsive Search Ads?

Responsive Search Ads are a text ad format offered by Google Ads, designed to provide advertisers with greater flexibility and customization in their ad campaigns.

Unlike traditional text ads where advertisers create a single ad with a fixed headline and description, Responsive Search Ads allow advertisers to provide up to 15 headlines and up to four descriptions.

![Responsive Search Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/jlPEadkAQPutTRHMkgkj)

Google’s algorithm tests different combinations depending on the specific search queries, helping your ads become more relevant to what potential customers are looking for, which can lead to higher clicks and better campaign performance.

## Benefits of Responsive Search Ads

Even though advertisers have less control over ad combinations, Responsive Search Ads bring a number of advantages for digital marketers: 

- RSAs remove the hassle of manually setting up different ad combinations, saving you the time usually spent on creation, testing and analysis. 
- Ad combinations are based on a user’s search history, past clicks and search query, allowing you to serve more personalized and relevant ads. You can also tailor your headlines and descriptions to your (potential) customers’ locations, regular locations, or locations of interest.
- RSAs are optimized depending on the user’s device type, meaning you can test shorter headlines and descriptions on mobile devices to help increase your click-through rate. 
- Google automatically tests different versions of your ads, quickly understands which combinations drive results, and serves top performers to increase click-through rates.
- More headlines and descriptions mean that you can compete in more auctions and match more search queries, increasing your potential reach. 

## Dynamic Search Ads vs Responsive Search Ads: A quick comparison

Here’s an at-a-glance look at the main differences between Dynamic Search Ad and Responsive Search Ads:

<table markdown>
<tbody>
<tr>
<td style=""border: 1px solid #cccccc;"">Dynamic Search Ads</td>
<td style=""border: 1px solid #cccccc;"">Responsive Search Ads</td>
</tr>
<tr>
<td style=""border: 1px solid #cccccc;"">Provide 2 descriptions but no headlines.</td>
<td style=""border: 1px solid #cccccc;"">Provide up to 15 headlines and up to 4 descriptions.</td>
</tr>
<tr>
<td style=""border: 1px solid #cccccc;"">Google automatically generates headlines relevant to the user’s search terms based on your website content.</td>
<td style=""border: 1px solid #cccccc;"">Google automatically generates ad combinations based on the headlines and descriptions you provide.</td>
</tr>
<tr>
<td style=""border: 1px solid #cccccc;"">Displays ads that are relevant to your entire website or specific pages.</td>
<td style=""border: 1px solid #cccccc;"">Displays ads based on the user’s search query and your ad copy.</td>
</tr>
<tr>
<td style=""border: 1px solid #cccccc;"">Broadens your reach by covering search terms that you’re not already targeting in your keyword campaigns.</td>
<td style=""border: 1px solid #cccccc;"">Broadens your reach by matching more search queries thanks to the different ad combinations.</td>
</tr>
</tbody>
</table>

## When should you opt for Dynamic Search Ads vs. Responsive Search Ads?

Dynamic Search Ads and Responsive Search Ads are both designed to streamline and optimize your search advertising campaigns. Deciding which one to choose depends on your advertising goals and the nature of your business. Let's explore when to use each ad type:

### When to use Dynamic Search Ads

As Dynamic Search Ads are easy to set up and manage, they’re perfect if you’re just starting out with online advertising or don’t have the in-house expertise to launch a more hands-on campaign. 

Here are some other reasons why you might use DSAs: 

- If you have a large and frequently changing inventory of products or services, such as an [online marketplace](https://www.channable.com/blog/blog-how-to-successfully-sell-on-the-top-ecommerce-marketplaces). DSAs automate the process of creating individual ads for every product or service you offer.
- If your website's content changes frequently, such as new products or seasonal promotions, DSAs can adapt to these changes without requiring you to edit ads manually.
- If you want to discover new keyword opportunities and incorporate them in your main search campaign. 

### When to use Responsive Search Ads

![Combining Dynamic Search Ads and Responsive Search Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/kvzYXwROuLcoP2bq4Jw5)

If you want a bit more control over your ads and would like to test the messaging, a Responsive Search Ads campaign is the way to go. Here’s why: 

- While RSAs provide flexibility, you still have some control over what variations are shown. You can "pin" specific headlines or descriptions that you want to be included in the ad.
- RSAs allow you to experiment with different ad combinations to find the most effective messaging.

### Combining Dynamic Search Ads and Responsive Search Ads

Luckily, it’s not either/or when it comes to choosing between Dynamic Search Ads and Responsive Search Ads. 

Using both DSAs and RSAs together can provide a comprehensive approach to your Google Ads strategy. Experts recommend using RSAs as your “always-on” campaign as you can target specific keywords and optimization happens in real-time. 

DSAs, on the other hand, can complement your RSAs campaign by helping to fill in any keyword gaps, which can grow your reach and drive additional traffic to your website. 

As with any advertising strategy, it's important to continually monitor and optimize your campaigns based on performance data.

## Want to manage all your ad campaigns in one place?

Channable provides the perfect platform for managing your Dynamic and Responsive Search Ads, enabling you to generate, test, and implement effective ads. [Sign up for a free trial today](https://www.channable.com/signup).

Dynamic Search Ads vs. Responsive Search Ads: Choosing the Right Strategy 

Recently, under the auspices of AMA-New York's Catalyst for eCommerce Series —co-sponsored by Channable—four experts gathered to give their best shot at answering it. The event took a long-range look at the future of AI in eCommerce, tackling the moment's most-hyped subject from a variety of angles. 

Read on for five key takeaways on eCommerce's bright, shining, somewhat scary, and comprehensively AI-facilitated future.

## 1) Generative AI is a very different beast from legacy AI

The first thing it's important to note is that marketers have [been using AI in eCommerce for at least a decade](https://www.forbes.com/sites/bernardmarr/2022/09/09/artificial-intelligence-and-the-future-of-marketing/?sh=1476e88e697f). As [Hunter Hartwell](https://www.linkedin.com/in/hhartwell/), Partner at Glasswing Ventures, pointed out, this legacy AI was "deterministic in nature." 

Marketers would turn to a machine algorithm to solve a problem with a concrete, objective answer—say, the best way to disperse ad inventory or position a banner ad. 

What makes generative AI "earth-shattering," per Hartwell, is its ability to generate new content whole-cloth—to take in pre-existing material and spit out something that didn't previously exist, whether that's advertising copy or a quarterly report. It's this distinction that is at the root of all the exciting developments in AI-facilitated eCommerce right now.

## 2) If you think you know what "personalization" means in an eCommerce context, think again

Right now, in the [dying days of the third-party cookie](https://blog.hubspot.com/marketing/third-party-cookie-phase-out), personalization in an eCommerce context takes on a few familiar forms—say, the sunglasses you look at once which then follow you around the internet for a month. 

These techniques aren't going anywhere anytime soon, but the level of personalization facilitated by AI in eCommerce—as sketched out by the panelists—does suddenly make them look old-fashioned.

Per [Cara Schlanger](https://www.linkedin.com/in/cara-schlanger-3230953/), current freelance consultant and former Senior Vice President of Global Marketing & eCommerce at Williams-Sonoma, "hyper-localization and hyper-personalization" are the future. Already, she pointed out, there are lifestyle companies offering radically [personalized experiences](https://www.channable.com/blog/understanding-ecommerce-personalization), like skincare brands that can analyze your skin type and then recommend the best product, or home decor brands that let you test out products in a virtual version of your own living room.

But that has nothing on what's coming next—what Schlanger describes as the "personalized upsell." 

In the not-too-distant future, according to Schlanger, AI will have the ability to analyze a customer's shopping cart and (if available) their past preferences and then actually invent a customized product on the spot to sell to them. [Kapil (Kap) Sharma](https://www.linkedin.com/in/kapilnsharma/), Technical Lead at Wipro, even floated the idea of personalized influencers designed specifically for individuals or households—fake people spun up via AI to get consumers on board with a brand. 

## 3) Marketers aren't getting replaced by robots any time soon—but AI in eCommerce will change their job responsibilities drastically 

It's true, as Schlanger pointed out, that "some disciplines [within marketing] may disappear" in the near future. At the same time, though, Sharma says, "with AI the power of the marketer goes up quite a bit.” 

Marketers can be marketers rather than data jockeys—that's exciting to me," Schlanger said.

In other words, instead of wasting time on repetitive manual tasks—like bugging the guys in the data science department to pull specific reports—marketers can quickly generate that information themselves and put it to creative use. "A single marketer can now wear several hats," said Hartwell, rapidly generating campaigns and reports and ad copy, A/B testing on the fly, compressing weeks of trial-and-error into a playful afternoon.

## 4) AI in eCommerce might soon change almost everything—but no matter what happens, brands will always matter

All panelists were at pains to point out that AI will always just be a co-pilot: brands will always matter, and in fact they might matter even more in a world of AI-facilitated deep-fakes and unreliable, fly-by-night drop-shipping companies. 

Schlanger brought up the experience of finding a too-good-to-be-true product on Instagram and then—when it arrives in the mail—promptly discovering that it actually was too good to be true. "Brands continue to matter," she said. "AI just allows us to move faster and smarter and to better-understand what the customer wants."

In the context of AI in eCommerce, humans will likely always be at the wheel, shaping the inputs, and the brand voice. Now, they'll just be navigating with a much more powerful vehicle.

## 5) Setting up in new markets will soon be a breeze

Launching a brand in a new market is currently an involved ordeal, requiring not just language skills but also a deep awareness of what resonates with a given population. AI is set to turbocharge that process by enabling companies to "go global faster," in Schlanger's words. 

As Hartwell pointed out, using AI in eCommerce will allow marketers to translate the copy and tweak the product design "so it fits different trends in different countries." Instead of laboriously rolling out a brand market-by-market over a period of years, brands can effectively hit a few buttons and at least experiment with other markets—even if it doesn't work, AI lowers the cost (and thus the stakes) of brand expansion.

In fact, Channable is already allowing brands to [go to market faster](https://www.channable.com/products/product-feed-management-tool) and gain global visibility in record time. 

By tapping into the power of AI, it lets brands [categorize millions of products](https://www.channable.com/blog/smart-categorization-digital-marketing) while connecting them to thousands of new markets, at a speed that would’ve been impossible just a few years ago. 

Sign up today for a [free customized demo](https://www.channable.com/demo).

5 Trends to Know About the Future of AI in eCommerce

### UK eCommerce trends and insights - Presented by Rodney and Ohudy, 2023

Following the launch of our [Global Insight Report](https://reports.channable.com/agency-insights-2023/?utm_medium=referral&utm_source=blog&utm_campaign=dive-campaign&utm_content=blog&utm_term=en), filled with key figures and useful information about the eCommerce sector, we wanted to bring you trends and insights relating to the UK market.

We had the opportunity to interview Rodney Johnson, our Senior account Executive UK and Ohudy Luna, our UK & International Customer Success Manager on the UK digital marketing agencies and eCommerce landscape. 

They provide valuable information on various aspects of the UK market, including popular advertising channels, industry trends, and the impact of tools like Channable. 

Let's dive into the interview to discover their perspectives.

### What verticals do you see most agencies active in within the UK market?

**Rodney:** In the UK agencies are particularly active in the fashion and apparel, home & garden, and consumer electronics sectors. These industries have a strong presence in the UK market, and agencies play a crucial role in helping them navigate the digital advertising landscape.

**Ohudy:** I agree with Rodney and as we aim to provide a responsive platform that makes it easier for them to manage their marketing campaigns, I’ll add that for most of them, the biggest benefit in adopting Channable is the level of stability, standardization, and consolidation of their product information and the value and growth that this can unlock for them. 
 
And although the tool may seem overwhelming at first due to the wide array of functionalities, our customer support team is always available to help guide agencies successfully set up their clients’ campaigns.

![IImage 3.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/5HkIXFAsRSqVgE5ujcKX)

### Are there any specific industries that use agencies more frequently?

**Rodney:** In my observation, large consumer brands with a direct-to-consumer (D2C) omnichannel strategy tend to utilize agencies the most. These brands often require specialized expertise to effectively manage their diverse digital marketing channels.

**Ohudy:**  In addition to the industries Rodney mentioned, I have noticed a broadening range of specialized agencies that target a niche market such as musical artists, airlines, and hotels. 

### Which advertising formats and channels do you see most agencies using via Channable?

**Rodney:** Gold standard channels for agencies using Channable include Google Shopping, PPC text ads, meta ads, and Instagram. We are also witnessing rising stars such as Amazon ads and TikTok ads/shop gaining traction.

**Ohudy:** To piggyback on Rodney's comment, our API is crucial in sending information to GMC and getting notifications whenever errors occur, making it a winning strategy in managing setting up and managing Google Shopping campaigns.


![varrious.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/m9nzi7mwSjC5KBvt89Iw)


### What are the most profitable e-commerce channels, according to your observations?

**Rodney:** Pureplay marketplaces like Amazon and eBay remain at the forefront of profitable eCommerce channels. In terms of search acquisition channels, Google, meta search engines, and Amazon rank high in generating revenue for brands.

**Ohudy:** In addition to Amazon and eBay, Google, meta search engines, and Amazon itself also contribute significantly to the profitability of eCommerce  channels.

### Moving to social media advertising, which channels do you see as the most popular?

**Rodney:** Meta tends to be the most popular social media advertising channel. TikTok is also gaining traction, particularly among younger users.

**Ohudy:** Meta, specifically Instagram and Facebook, dominate the social media advertising landscape in the UK. However, TikTok's appeal lies in its relevance to younger demographics, emphasizing the experiential aspect over pure data.


![image 1.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/5C2FSgVVQe2K0xJST7d1)


### What has surprised you the most recently in the digital advertising sector?

**Rodney:** Two developments have caught my attention. Firstly, the rise of "Retail Media". The term has been around for a number of years, primarily driven by the successful global Amazon ads business, but it has been gaining prominence recently and we now see other marketplace channels, such as Walmart USA and BOL.com in the NL, adopting this approach with their dominant local market presence. 

Secondly, It's interesting to see how brands are shifting their focus from platforms like Meta and reallocating their social media budget spend towards channels like Tik Tok ads and Tik Tok shop.

### Could you both share your top learnings from last year in terms of channels and formats?

**Rodney:** One of the biggest learnings for me was the post-COVID shift in digital marketing agencies' strategies. With consumers dominating e-commerce marketplaces during the lockdown, agencies that were previously focused on Google and social media platforms have started creating e-commerce marketplace services and dedicated teams. This shift aligns with the rise of "Retail Media" and the changing ad spend budgets for advertisers. By leveraging these channels, significant revenue and sales can be generated. 

**Ohudy:** That's an excellent observation, Rodney. From my perspective, last year, we witnessed a scenario that was polarized when it came to budgets. Some businesses faced recession and budget cuts, leading to a cautious approach. On the other hand, less established brands were making big investments to take advantage of the changing landscape. It became evident that businesses needed to respond to the situation rather than simply reacting to it. This empowered them to refocus their strategies and find new opportunities for growth.

**Thank you both for sharing your valuable insights. It's been a pleasure discussing the digital advertising sector with you, Rodney and Ohudy.**

### Eager for more?
You can find more data-driven insights over and beyond the UK in our [Global Report](https://reports.channable.com/agency-insights-2023/?utm_medium=referral&utm_source=blog&utm_campaign=dive-campaign&utm_content=blog&utm_term=en)here. 

And if you want to** stay ahead of the curve** and get fresh insights directly into your inbox, scroll down and subscribe to our newsletter.

[Interview] UK eCommerce trends and insights - Presented by Rodney and Ohudy, 2023

## Which Nordic industry predominantly relies on the utilization of agencies, in your observation?

**Thomas**: The scope for digital marketing agencies is getting increasingly broad. Where it used to be primarily B2C companies selling physical products who had the biggest need for an online presence, we are now seeing more and more diverse companies venturing towards agencies for help. 

This stretches out to service providers, and even to B2B sellers who are acknowledging that even professionals start their search for new suppliers on Google. 

For these B2B companies, digital marketing was never a main area of focus, meaning they now often need to seek help from the agencies who deal with this stuff on a daily basis.


**Daniel**: Among industries that rely on digital marketing agencies, eCommerce stands out. The constantly changing eCommerce landscape requires businesses to tap into the specialized knowledge of these agencies, focusing on data feed optimization and PPC management, allowing them to flourish in the intensely competitive online environment and boost visibility, customer interaction, and in the end, increased revenue.

## What vertical do you see most of our Nordic agencies active in?

**Thomas**:If I would highlight a specific vertical as a Nordic trend, it would be Consumer Electronics. Advertisers in the Consumer Electronics vertical tend to be selling the exact same products as their competitors, so just being present online is no longer enough to properly stand out from the crowd. 

For these companies, the quality of ads has become increasingly important to get ahead of the competition, and this is often where agencies are able to step in and assist.

**Daniel**: When looking at different verticals, the Retail Fashion sector is definitely unique. It has a lot of seasonal changes and trends that are always moving. 

This makes it important for Nordic fashion brands to stay updated and be ready for what's next. Working with skilled professionals helps these businesses make sure their advertising strategies match the latest styles and changes in the market. This way, they can keep attracting customers and stay successful in a world that changes with the seasons.

![IImage 1.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/4F5P4pNwSoyiErRSgxzF)

## What advertising formats/channels do you see most Nordic agencies using via Channable?

**Thomas**: Google Shopping is by far the most utilized channel by agencies. This is maybe a bold statement, but anybody with even a basic understanding of online marketing can create a simple Google Shopping feed - But it takes an expert to create a great one! 

In an industry where quality is often the determining factor for whether your ad is shown or not, a simple feed is not enough anymore… A great feed is a must!

**Daniel**:I would say that price comparison sites such as Prisjakt and Pricerunner are particularly popular. These sites enable businesses to display their products in direct comparison with competitors, allowing customers to easily evaluate prices and features. 

To efficiently manage multiple clients and feeds across these platforms, utilizing a tool is essential. By leveraging these tools, agencies can streamline their clients' advertising efforts and keep them happy.

## What are the most profitable Nordic eCommerce channels according to you?

**Thomas**: I believe any channel could be profitable if it is done in the right way, and as long as the quality of the data you are pushing out is up to par.

In the Nordic market, I would consider Google Shopping to be one of the most effective channels to be on because this is where the majority of consumers are. 

If we were looking towards a different market such as Benelux, then I think online marketplaces become a lot more relevant, with [Bol.com](https://www.bol.com/nl/nl/) being one of the best channels to achieve success.

**Daniel**:  It's tough to pinpoint the most profitable Nordic eCommerce channels, as it really depends on each client's unique situation. However, any channel can be a winner if it's tailored for your business. 

That being said, I do notice that [Google Shopping](https://www.channable.com/blog/google-shopping-optimization) and price comparison sites tend to be successful for many businesses across the board. So, while it's important to look at individual needs, these channels are worth considering as they've proven to be effective for a wide range of companies.

## What are the most popular social media advertising channels in Nordics eCommerce according to you?

**Thomas**: The most popular [social media channels](https://www.channable.com/downloads/social-commerce-2022) for advertising are difficult to pinpoint because it all comes down to the persona you are chasing. 

If I look at advertisers in the fashion industry, then we are primarily looking towards channels like Instagram and TikTok, where the visual aspect plays a big part in making the sale. 

If you are appealing to a younger generation, then perhaps Snapchat is the best approach to take. If you are looking to target women in particular, I would recommend Pinterest. 

**Daniel**: Determining the most popular social media advertising channels is challenging because the right choice depends on your target audience. In the past, [Facebook ](https://www.channable.com/integrations/facebook-shops)and [Instagram ](https://www.channable.com/integrations/instagram)have worked well for a lot of businesses. 

![Image 3 .png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/XOOG9lyWQXCet21SSPAb)

Lately, we're seeing platforms like [TikTok](https://www.channable.com/blog/tiktok-dynamic-showcase-ads-setup-channable) making a big splash in advertising. So, it's important for businesses to think about who they want to connect with and choose the social media channels that work best for their audience in order to get the best results.

## What surprised you the most recently in the Nordic digital advertising sector?

**Thomas**: In conversations I have with Nordic agency specialists, it is becoming more and more likely that the conversation is about a B2B advertiser who is finally acknowledging that Digital Marketing is the way forward for them. 

This trend of B2B companies steering towards eCommerce is definitely caused by the Covid pandemic, but I am positive that it will never revert fully to the now outdated method of bulky catalogs in the mail. 


**Daniel**: I've noticed a shift in focus among [agencies and advertisers](https://www.channable.com/blog/smarter-ecommerce-marketing-strategy-agencies). Instead of primarily concentrating on Return on Ad Spend (ROAS), there's a growing trend toward emphasizing Profit on Ad Spend (POAS). 

This change is surprising because it indicates a shift in mindset from simply measuring top-line revenue to evaluating the actual impact on the bottom line. It highlights the importance of considering not just the revenue generated by ads but also the profitability of those campaigns.

## What is your top learning from last year within the Nordics eCommerce industry in terms of channels and formats?

**Thomas**: Quality is so important when it comes to top-performing ads in the Nordics. Anybody can be present online, but it is the high-quality ads that really stand out in the crowd. 

**Daniel**: It's really interesting to see how businesses are changing their strategies to better match their overall goals and financial objectives, taking a more well-rounded approach to measuring their advertising success. 

When I think about the top lesson from last year, I'd say the importance of diversification and flexibility really stands out. Businesses that can adapt and try out different channels and formats have a better chance of succeeding. 

By using a variety of advertising channels and formats, companies can reach their target audiences and stay strong in a world where market conditions and customer preferences are always changing.

![Image 2.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/mQom6iOtQK8GFmuDdOxf)

#### Key takeaways from the Nordic eCommerce industry

- The scope for Nordic digital marketing agencies has broadened, with diverse companies, including service providers and B2B sellers, seeking help from agencies.
- eCommerce is a prominent industry that relies heavily on digital marketing agencies for specialized knowledge in areas such as data feed optimization and PPC management.
- Consumer Electronics and Retail Fashion are verticals where Nordic agencies are active, emphasizing the importance of high-quality ads to differentiate from competitors.
- Google Shopping is the most utilized channel by Nordic agencies, highlighting the importance of creating high-quality feeds for better visibility and ad performance.
- Price comparison sites, such as Prisjakt and Pricerunner, are popular channels for Nordic agencies to manage clients' product displays and optimize pricing and features.
- The profitability of eCommerce channels depends on factors like market-specific channels, quality of data, and tailored strategies that align with business needs.
- Social media advertising channels vary based on target audience and industry, with Instagram, TikTok, and Snapchat being popular for fashion and younger audiences, and Pinterest.
- The Nordic digital advertising sector has witnessed B2B companies recognizing the significance of digital marketing and eCommerce, likely due to the impact of the Covid pandemic.
- There is a shift from focusing solely on Return on Ad Spend (ROAS) to emphasizing Profit on Ad Spend (POAS), indicating a greater focus on bottom-line impact and profitability.
- Quality is crucial for top-performing ads, and Nordic businesses need to prioritize high-quality ads to stand out in the competitive online landscape.
- Diversification and flexibility are key lessons from the previous year, as Nordic businesses need to adapt, try different channels and formats, and remain agile in response to changing market conditions and customer preferences.

Want to read more eCommerce insights and trends from the Nordics as well as other regions? Then sign up to our newsletter by filling out the form down below. Also, don’t forget to check out our recent report:

<p style="text-align:center;"><a style="display: inline-block; padding: 12px 24px; border: 0; border-radius: 3px; font-weight: bold; letter-spacing: .0625em; text-transform: uppercase; background: #e54692; color: #fff; text-decoration: none;" href="https://reports.channable.com/agency-insights-2023">Report: State of eCommerce for agencies - Building a better Marketing Strategy</a></p>

Nordic eCommerce trends and insights - Presented by Thomas and Daniel

The eCommerce industry is constantly evolving, with new trends emerging at a lightning-fast pace, and it can be overwhelming for digital marketers to navigate. However, there are trends that stay steady and that we see our users adopting.

## Top eCommerce channels on Channable

Channable's analysis showed that our [platform's](https://www.channable.com/signup) top eCommerce channels in terms of usage are: 

- Google Shopping
- Bol.com
- Amazon

The most popular industries using our solution: 

- Home & Garden
- Fashion & Apparel
- Sporting & Outdoors 

Another trend our users adopt is PPC automation for improved online presence and ad spend. Many advertisers also use automation to boost quality scores, with an average improvement of 10.5% in Facebook Quality Ranking. 

Detecting errors and using data/ insights can be useful for digital marketers who want to stay ahead of the curve and keep their ads running at 100% across all eCommerce channels.

Read all out data and insights directly in the report
<p style="text-align:center;"><a style="display: inline-block; padding: 12px 24px; border: 0; border-radius: 3px; font-weight: bold; letter-spacing: .0625em; text-transform: uppercase; background: #e54692; color: #fff; text-decoration: none;" href="https://reports.channable.com/agency-insights-2023/">Dive into the report</a></p>

## Growing trends

As social commerce continues to grow, marketers are also adopting newer platforms like TikTok to account for the preferences of Gen Z and millennial consumers. 

This is just one example of the fast-paced trends that require constant attention and testing. Using a feed management platform to centralize campaigns and collect first-party data is crucial, as it enables businesses to identify top-performing campaigns and streamline performance.

Attribution is also a significant challenge for eCommerce businesses, with some companies shifting towards a profit on ad spend (POAS) strategy to gain visibility into the total conversion value of the customer lifecycle. 

Automation has also proved successful for agencies like [Artefact](https://www.channable.com/success-stories/artefact-increased-their-clients-ctr-by-19-through-automation-and-precision-marketing) and [ClickBoost](https://www.channable.com/success-stories/delivering-a-higher-ctr-and-better-roas-for-clickboosts-clients-ppc-campaigns-video), who experienced a **19%** increase in click-through rate (CTR) and **25%** increase in return on ads spend (ROAS).

## Strategies for Agencies and Marketers

Despite the growth of online shopping, consumers are re-discovering in-store experiences, presenting an opportunity for marketers to explore options like augmented reality to enhance interactive experiences. 

Marketers should be smart about their strategy and pick channels wisely. Instead of creating a campaign for every social channel, it's important to focus on the media that will best benefit the brand.

With Q4 always on everyone's minds, it's important to take the time to rest and relax, but also to prepare for the biggest selling period of the year. 

Applying best practices early on will give businesses the resources they need to succeed during the holiday season. Encouraging clients to decide on their core channels and allocate resources early on will allow teams to focus on holiday campaigns by the end of the summer.

Staying up-to-date with digital marketing trends is crucial for businesses to stay relevant in the ever-changing eCommerce landscape. 

Using a feed management platform to centralize campaigns and collect first-party data is essential, as it enables businesses to identify top-performing campaigns, streamline performance, and gain an overview of all campaigns. 

Read all the trends, insights, and numbers in our interactive report: "The State of eCommerce for Agencies: Building a Smarter Marketing Strategy." 

Dive into our data and start discovering trends you can use below!


<p style="text-align:center;"><a style="display: inline-block; padding: 12px 24px; border: 0; border-radius: 3px; font-weight: bold; letter-spacing: .0625em; text-transform: uppercase; background: #e54692; color: #fff; text-decoration: none;" href="https://reports.channable.com/agency-insights-2023/">View the full report</a></p>



The State of eCommerce for Agencies: Building a Smarter Marketing Strategy

Nothing quite demonstrates this more than the concept of eCommerce personalization. These days, technology like [AI-driven algorithms](https://www.channable.com/smart-categorization) tailor the front-end site to an individual’s personal needs. The most common instance of this is the use of algorithms to recommend products that are most relevant to the customer.

This isn’t new. In fact, these improvements are so widespread that Semrush reports that up to 51% of eCommerce companies are already using AI to provide a seamless experience in 2022.

Are you new to the world of eCommerce personalization or looking to brush up on your knowledge? Well, this article will cover everything you need to know, from the benefits of such a technology to the specific implementations you may want to explore.

## What is eCommerce personalization?

In short, eCommerce personalization is all to do with dynamic content. That is the sections on your website that display different content depending on the user. Personalization solutions inform the website of which content to show, based on the data they have collected in their customer database.

The customer data must come from legal sources such as purchase history or browser cookies, and cannot be bought from third parties (refer to this [NDA example](https://www.pandadoc.com/nda-template/) for the legal specifics). As such, only established online stores can generally explore an extensive personalization strategy.

This goes beyond simple user customization, where the customer designs their own product or experience. Rather, with personalization, the website is doing this on the customer’s behalf.

Therefore, an enhanced experience is delivered without the customer having to input anything on their end – ensuring a seamless process for the end user.
 
## How personalization gives you the competitive edge

In short, personalization solutions allow online stores to better fulfill their customer’s wishes.
To illustrate this, a study by Gartner revealed that by 2023, customer satisfaction will grow by 25% in organizations that use AI.

Consequently, companies late to adopt personalization tech will be fighting an uphill battle against their competitors. Their websites will be less receptive, harder to navigate, and will produce an outdated customer experience.
 
Over time, the companies that embrace hyper-personalization will grow their market shares, until the tech is seen as the ‘industry standard’ or ‘new normal’.
![Ecom_v4-02.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/IULNN9SYSNSGZ9HHxeBr)

## Benefits of eCommerce personalization
So what are the specific advantages of pursuing personalization for your eCommerce business?

### Improved brand image
Every retailer, whether online or based in a brick-and-mortar store, will understand the importance of building their brand image. In doing this, you are building a recognizable style for your customers, which hopefully they will come to love. It helps your brand to stand out from competitors and ensures a high-quality experience.

When done successfully, a quality brand image can drive inbound marketing effects, bringing new customers directly to you. In addition, they are more likely to engage with your marketing deals, [social media content](https://www.channable.com/blog/blog-why-integrate-social-media-into-your-marketing-strategy), and newsletters. This will ensure a steady revenue stream as new clients keep returning to become loyal customers.

### Higher sales conversion rate
A study by Martech company Netcore found that personalization in eCommerce boosted the KPIs of over 200 retailers.

Retailers reported a 45% sales conversion rate, along with a lower cart abandonment rate and a higher average order value.

Why is personalization able to achieve this? It’s because it preempts the sort of content that audiences want to see before they search for it. In many cases, it may recommend products and services that a customer didn’t even know they needed until that point.

In terms of boosting the sales conversion rate, this mostly comes from innovations at the checkout stage. For instance, offering alternative products that may be more relevant to the customer, such as multipacks or budget brands.

### Access to customer analytics data
It goes without saying that for an eCommerce personalization strategy to be effective, it must collect data from its customers. This is how the algorithms know which content is most relevant for the individual and personalizes it.

But another benefit of this is that it provides online stores with a database of information on their customer demographics. This connects them to their customer base more than any anecdotal insights could ever provide.

For example, if the data shows a company has a mostly corporate customer base, it could inform their marketing team’s efforts. In this case, it may be best to target LinkedIn as that largely matches the corporate demographic. Likewise, it could identify potential B2B clients for your networking strategy (if that interests you, take a peek at this [financial proposal sample from PandaDoc](https://www.pandadoc.com/financial-services-proposal-templates/)).

To give another example, a company may find that their customers are largely based in Spanish-speaking countries. In this instance, they may want to implement Spanish language options on their website. Additionally, it could help shape their product inventory, by stocking products popular in those regions.

### Enhanced customer experience
As a combination of all the above factors, personalization is likely to deliver an overall better customer experience.

In the short term, this provides increased product engagement and revenue for the operating store. Over the long term, it will improve customer retention rates and foster a quality brand image. One such benefit of this is that your loyal customers will recommend your store to their friends and family, thus marketing your products by word of mouth.

To sum it up, personalization offers better outcomes for both consumers and businesses. It’s a real no-brainer for online stores in 2022.
![Ecom_v4-03.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ZDTbRReDRfSqLibyR4Gq)

## Aspects of personalization to consider
By now, you hopefully understand the benefits of pursuing hyper-personalization in eCommerce. But what elements are necessary to create a personalization strategy that delivers?
 
### Recommend relevant products
The most obvious application of personalization tech is the use of algorithmic segmentation.
This works by first collecting customer data on several relevant factors, such as:

- Customer age/gender
- Type of account (personal, small business, or enterprise)
- Purchase history (average spend, frequency, and type of products bought)
- Browsing history (what products were viewed, engaged with, and for how long)

From here, your customer base can be sorted into various groups. This can inform your [recommendations process](https://www.channable.com/products/channable-insights) to push the most relevant products to relevant customers.

For example, a person who has bought a set of porcelain plates may be interested in seeing other premium cookware. On the other hand, a customer who bought a set of cheap paper plates might be more interested in seeing party products.

Your recommendations algorithm may be used across your online store. Besides including a ‘For you’ section on the homepage, you might show more specific recommendations at the bottom of product pages, or even at the checkout.

### Push localized content to target customers
Localized content is another way to boost engagement with your website’s visitors.

It works by showing dynamic content to a customer based on where in the world they are. This can be used for distributing useful information on marketing deals or promotions, for instance. Here are a few specific examples:

- A customer in Texas may be shown a banner that reads “Come visit us at our local store in Houston”. By doing this, the online retailer creates a connection with the customer, instilling the image they are a ‘local business’.
- If you have a customer browsing from Canada, you may show them a banner that reads “Canada Day special: 2 for 1 on selected ranges”. Again, this suggests your business is local and strives to provide the best service it can for its Canadian users.
 
### Targeted discounts
eCommerce personalization can go one step further than simply recommending products on a customer’s location. Rather, it may tailor content, deals, and promotions to the individual customer themselves.

One great example of this is the targeted discount. Essentially, an online store looks at what a customer is likely to buy next. This is usually done by looking at recurring products in their purchase history or repeat visits to a specific product page.

Once the ideal product has been identified, the online store can start offering discounts on that product alone. The customer will think “How useful!” and is highly likely to complete the sale. On top of that, they may buy other products at the same time or return frequently to check for other relevant offers.

### Navigation adjustment
Once a customer has visited your website multiple times, a pattern of their behaviors will emerge. For instance, what product pages do they most frequently visit? Or are specific products viewed at a certain time of day?

To help your customers find what they are looking for, you can implement navigation adjustments in your personalization strategy. That might simply be a banner that acts as a shortcut to their common pages, with the wording “Looking for this?”.

Additionally, algorithms may identify that a customer is doing their Christmas shopping. In this case, a navigation pointer to delete browsing history or send the item in discreet packaging may be favorable.

### Checkout optimization
Finally, eCommerce personalization helps customers over the line at the last stage of the sales process: the checkout.

Useful integrations here include:

- Offering alternatives to products in their baskets, such as a budget or premium option
- Showing a “Customers like you also bought…” section
- Providing shortcuts to autofill preferred delivery and payment options
- Informing the customer of specific targeted discounts they may have missed
- Taking them directly to their preferred authentication services (such as [PandaDoc, Adobe Sign, and DocuSign](https://www.pandadoc.com/blog/adobe-sign-vs-docusign-comparison/))
![Ecom_v4-04.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Mo51wXMHRBmWHxuZ39qW)

## The power of personalization
Ecommerce personalization is an immensely useful tool for online stores to connect with their customer bases. 

As a retailer, it allows you to provide a service that is more bespoke, more relevant, and more accessible. The result? Enhanced customer experiences and better KPI outcomes for your business.



Understanding eCommerce Personalization For a Better Competitive Edge

The retail sector is an exciting place right now, with shifting consumer behaviors and evolving technologies requiring brands to be agile, creative, and future-looking. 

Some of the major trends affecting the industry, from social commerce to personalization, to diversification in terms of market, channel, and audience, present significant challenges for new and existing brands - but these pale in significance with the opportunities on offer.

What's more, retail is no longer a siloed experience. It’s about connecting the dots between channels, customers, and personalized experiences. 

So how can retailers tap into a sustainable strategy as a way of connecting the right products to the right audiences and drive revenue for their business? 

> 
“Retail means change. Hardly any other sector is experiencing changes as strongly as today’s retail industry, which has undergone a significant transformation over the past decade and continues to evolve quickly.” - **Deloitte, “The New Retail Operating Model of the Future”**

## There’s no one-size-fits-all retail strategy

In this guide, we're sharing the emerging trends and insights to support you in your strategy in 2023 and beyond. 

Get a sneak peek into our guide to learn insights and tips from key advertisers, and how they can empower retailers worldwide to opt for a sustainable strategy that works for your specific niche. You'll learn:

-  Key trends in retail for 2023 including social commerce, retail media, personalization, and more

-  Insights to understand your customers, embrace digitalization, and testing 

-  Tips on including Conversion Rate Optimization in your retail strategy

## Get the guide now and gain competitive advantage in retail
[![Web-site-BLOG-image.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/GtQibz2QeiMjUpx77UGF)](https://www.channable.com/downloads/ultimate-guide-retail-2023)



Announcing our new e-book "The ultimate guide to retail in 2023"

Entering the eCommerce space can be quite daunting for some. Once established, many take a well-deserved breath but are not quite sure what their next steps should be to maintain growth or reach the next level. 

On this topic, we had the privilege to interview [Andrew Lolk](https://www.linkedin.com/in/andrewlolk/){nofollow}, Founder of digital marketing agency [SavvyRevenue](https://savvyrevenue.com/). 

In this interview, Andrew shares his story and breaks down the path he sets for his clients to achieve the advertising goals they desire.

## Topic covered

- **The power of specialization:** Learn how SavvyRevenue focuses on one area, Google Ads for established eCommerce businesses, to create the best ad strategies.
- **The importance of conversion rate optimization:** Discover how investing in a consistent conversion rate optimization program can greatly impact your eCommerce business's performance.
- **The challenge of attribution:** Understand the difficulties businesses face in tracking and attributing their marketing efforts, and the need for performance reporting to make informed decisions.
- **The significance of understanding your business model:** Determine which marketing channels, whether push or pull strategies, are best suited for your eCommerce offerings and resonate with your target audience.
- **The limitations of automation:** Explore the pros and cons of automation in online advertising and why it's crucial not to solely rely on automation algorithms for optimal performance.
- **The future of marketing:** Gain insights into the evolving landscape of marketing, including the challenges posed by data protection and the need for marketers to adapt their strategies to changing data access and targeting limitations.


## Can you tell us your backstory and how you got started?

**Andrew**: Pertaining to my career, the most interesting thing about me is that I'm originally from Denmark and never went to college or any higher education as part of my journey. 

This was mainly due to the fact that when I finished my mandatory military service back in 2009, I jumped right into online marketing. After doing that for a few years, I realized that there was nothing I could go back and learn from university that I had not already experienced in the field.

So I decided to just keep going and creating media websites, mostly for affiliate marketing. After doing that for a while, I then started with Google Ads and played around with buying domain names. 

One memorable story that really ended up changing the course of my career was when I bought around 40 domain names for affiliate marketing, and one of the owners of the domains called me and asked what I was doing with all these websites? 

We ended up having a good conversation and wishing me luck. As the conversation came to a close, one piece of advice that he shared was to get out of Denmark, joking that the taxes were too high. 

Six months after that conversation, I moved to Malta and started my own business. Within those first three months, I was able to furnish my apartment, which was my first company goal. 

![Traveler.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/d151IsPWSJGvzkJG5iO2)

Directly following those first three months, a friend reached out and said he was starting a Google Ads agency in the US, asking if I wanted to come out and help train his team. Of course, I said yes, but what started as a one-week training trip turned into three months. 

Ultimately, I became a third-party owner in an agency based in the US and Nicaragua with over 150 employees.

After living and working in Nicaragua for 6 years, where I met my wife and had my two children, I eventually sold out in 2017, moved back to the States, and ended up starting a new agency all over again - just differently.

## That’s an amazing story! Tell us what was the “aha moment” that led to the idea for your current company. 

**Andrew**: At the last agency, we would do everything for everyone, primarily Google Ads, but also SEO, online marketing, and website building. After that experience, I knew how hard it was doing marketing for everyone so I focused when I had the opportunity to start something new. 

> SavvyRevenue was created out of this hyper focus, we had one type of business that we wanted to specialize in and master. That was Google Ads, for established eCommerce businesses.

The idea was to do one thing first class and that was create the best ad strategies in eCommerce, without spreading ourselves too thin – and we knew the clients would come.

## What do you think makes your company unique?

**Andrew**: Part of the push that led to creating SavvyRevenue was that I did not want to go back into the advertising world meaning I did not want to feel the tension you often get between clients and the agency. Because of our choice to specialize and focus, that tension has fallen away and we have a very good relationship with our clients.

> Everything we do is product-focused.

A driving factor to this balance in our relationships is that everything we do is product-focused. We let our abilities speak for themselves, we don't have salespeople, and we don't have a CEO or managers from outside the industry. 

Everyone in the company is knowledgeable in eCommerce and knows the pains many digitally-native brands face. Simply put, we enable clients to make informed decisions and achieve better results.

## Can you share a story about a funny mistake you made when first starting out? What lessons or takeaways did you learn from it?

**Andrew**: It would have to be from early on when we were first starting to grow. But before we jump into the story, I want to say for context, that I had been used to running and working in larger agencies. 

Ok, now time for the story. When we started out with SavvyRevenue, it was just me and co-founder Filip Lindblom. So I wanted to get up and running, and we hired four people in the course of a few months in Q4. 

I knew that as you grow, some things get easier and some get harder. But since our target market was eCommerce, in hindsight, Q4 was not the optimal time to be onboarding, with Black Friday, the holidays, and January sales.

It worked out in the end but it was very difficult to onboard our new people because: 

- I was not in Denmark to work with them in person
- We didn’t realize that onboarding in a small business is way more labor intensive than in a larger company just because of resources and time 
- There's a lot more impact because every person is essential 

The lesson learned is not to hire during busy periods for your business unless you have the resources to allocate to them. I had to remind myself in different situations that we were not a hundred-person company anymore and make decisions accordingly.

## What ad strategies are eCommerce businesses implementing to adapt to the influx of online shopping?  

**Andrew**: The hardest thing for many advertisers has been figuring out not only what is performing well but also what has been performing poorly.

![Funnel.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/5q5ZIiWRzWnRcG8vycBn)

In many industries, online advertising has been doing great due to the circumstances. We've all seen positive numbers, but now reality is setting in and a lot of businesses have been shutting down or struggling as things shift around. 

Some companies have been able to ride the wave and keep the momentum going. These companies are the ones that have added more products to diversify their offerings and were not COVID-dependent products. 

A good example is apparel; it’s doing really well right now but was not performing during COVID. 

The ones we have seen with the most success are the ones who went back to business basics instead of just pushing into outdoor goods because it was popular over the past few months as an example.

## Can you name some tools or software that can empower growing businesses to be more effective and successful?

**Andrew**: I would say It's not really a tool; we work with a lot of mid-level eCommerce businesses. We do not normally work with the giants in the industry and we do not handle the Mom and Pop shops. We work with purely digital eCommerce businesses. 

> The most crucial tool we find in this category of clients is tracking their performance.

The most crucial tool we find in this category of clients is tracking their performance. We need to track everything that they do, but once they reach a certain level of scale, this gets very difficult manually. Think about tracking, Facebook, YouTube, Google, SEO, and the website along with affiliate ads running; they are all measuring different things, a different attribution.

When you get to this point, you don't know what’s contributing to what or where success is coming from especially with European privacy protection laws such as cookie consent and GDPR. 

We also know now that metrics such as email open rates were not giving us the best indication of performance. So performance reporting and knowing where that performance is coming from is key.

> Performance reporting and knowing where that performance is coming from is key

Having a strategy and an opinion on what you do with attribution can really help. It doesn't have to be technical, you just need to really choose what to measure across the board so that you can compare performance. 

Just knowing we are tracking this from this marketing channel and knowing what the outcome is, helps in making informed decisions and tracking success.

## What are the best strategies eCommerce businesses can implement to increase conversion rates?

**Andrew**: Start with just being a good eCommerce business, building on your product base, having good logistics, and selling products on margins you can profit on. 

Once you get past the business basics, my number one piece of advice is to **[invest in a consistent conversion rate optimization program running at all times. 

Just investing a little bit of your marketing budget into conversion rate optimization can have a huge impact on your performance. 

> Conversion optimization is constantly testing and improving everything on your website; this could be visibility, usability, making the website convert better, optimizing images, and even just better reviews.

To implement this, all you need to do is change your mentality. Many marketers will happily spend a million on advertising, but nothing on analyzing in detail the impact of that spend with conversion rate optimization. This will put you ahead of the game if implemented correctly.

## What's an approach you used to help a client achieve greater results?

**Andrew**: The fluffy part is we try to go in and define what the issues are for our clients. From an online marketing perspective, it's about finding and highlighting segments of a product catalog or inventory that are over and underperforming. 

![Savvy-Revenu-Article.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/0gvMp5szSdmL5HUN5qsg)

Let's say you have 10,000 items; finding the 20% of products that are performing and converting the best is the key. You need to make sure your top performers show first and are prioritized. 

We never let our clients show their products evenly and leave it to chance to get those clicks. Segmentations and prioritization are key and actually work great with the shift to automation.

## What are some of the major challenges you face and that advertisers are dealing with today?
 
**Andrew**: The biggest issue in my experience is attribution. We see it so often that businesses do not know what is coming from where. This is essential data needed to make informed decisions on strategy. 

> Consistent conversion rate optimization is key.

This goes back to the previous answer where I think consistent conversion rate optimization is key. 

But this is a very tough issue to solve and we’re not the magic bullet that solves all their problems with one simple solution. It takes constant monitoring and adjusting to find the sweet spot.

## What are the most important things you need to create a successful ad strategy for your eCommerce business?

**Andrew**: Understanding your business model and what marketing channels work for that business model is imperative. 

![Push & pull.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/saekBHzHSrSFeQWo1i8g)

There are two main methods you can implement. One is **push marketing** (traditional marketing) in which you try and push your message to your audience – think radio, TV, and billboards. 

The second one is **pull marketing** (attracting people that show an interest in your product or have intent to buy). This can be targeting people on Google or even people walking into a mall. By their behavior, you know they have an intent to buy.

> Do not just chase whatever tactic or strategy you hear from across the room.

There's an inherent desire for marketers to use both [push and pull marketing](https://blog.hubspot.com/marketing/push-vs-pull-marketing){nofollow} methods thinking that they will increase results if they just use more channels. This is mainly because businesses see the success of others and think that if they copy their strategy, they will see similar results.

But you have to keep in mind what method fits your offerings. In eCommerce, if you have a pull product strategy, you have a lot of different products that you use to pull people into your store. Think Nike shoes; a lot of people want Nike shoes and a lot of businesses offer Nike shoes. 

![03 Feed visual - 7 ways to overcome the fear.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/9D1vSgeTmqGSkQfEbUND)
> Don't just chase whatever tactic or strategy you hear from across the room and make sure you choose channels and strategies that work for your offerings and resonate with your target audience.

If you have a push business, you have something unique that you need to make people aware of for them to find you. You must have a good overall packaging of the experience. The same marketing strategy will not work for both types of products.

If you're a pull company, you don't have to be that creative; everyone sells Nike shoes, and even if you have an amazing ad and creative for that product, it's still only 1 out of your 10,000 items and you cannot give everything your attention. 

That is why you need to **focus on your conversion** (logistics), building out a flywheel that you do things that make your business better. 

If you have a push business, you have to be really good at the creative, the experience, and overall upselling of your products. 
		
## A lot of people promise success with various methods and strategies. What is something you see being implemented that you don't believe in or doesn't work?

**Andrew**: This is a double-edged sword. The overall idea of automation is both the best and worst innovation that has happened to online advertising. 

Let's take a [Google campaign](https://www.channable.com/blog/responsive-search-ads) as an example. You can create a campaign that will do well without much effort. It will perform well enough for their business and because the automation is doing something for them, many feel that this is all they need to do. 

I refer to this as (**the pasta on the wall effect**) where you just throw all your products into the automation algorithms and whatever does well will stick. 

But what if half your products fall off the wall? Is this a good or bad thing? Considerable parts of your business may no longer be advertised and you need to find out what is stopping them from performing well. 

> Automation tells you they are not profitable or that they are performing well, but why? This is not where you should stop. This is the baseline of where you should begin in regards to optimizing your performance. 

Don’t accept poor performance – **automation is not smarter than you are** – it’s only the baseline of what can be achieved.

## What do you see trending in the next few years in the marketing space?

**Andrew**: In general, I think that it's going to get harder before it gets easier, and maybe that's vague, but I’m referring to data and data protection. 

How are we going to make up for data disappearing as marketers? It's getting harder and harder for the little guys and there are a lot of things right now skewing towards the big players: they have more data,  more resources, and more access to data. 

> Marketers are going to have to learn how to optimize other parts of their advertising funnel to make up for this lack of targeting.

Marketers are going to have to learn how to optimize other parts of their advertising funnel to make up for this lack of targeting. I honestly don’t know what the future holds, but advertising strategies are going to have to adapt as the rights of individuals and data access will change.

## What advice would you give advertisers that are struggling to reach their audience in the right way at the right time?

**Andrew**: Too many people don’t look at marketing from the right angle. There is a barrier to entry for each platform/channel, but once you learn how the platform works either via an agency, freelancer, or in-house, you still have to tie it into your business. 

If you are then still having issues with your marketing goals, you have to find the source. 

And this is usually not a problem with the chosen marketing channels, but something in your business model that needs to be fixed, such as the push or pull strategies. 

Don’t give up if things get tough; there are always avenues to pursue and [eCommerce is everchanging](https://www.channable.com/downloads/key-trends-ecommerce-digital-marketing), so don’t be afraid to try something new.

## How can our readers further follow you online?

**Andrew**: I'm primarily active on [LinkedIn](https://www.linkedin.com/in/andrewlolk/) and [Twitter](https://twitter.com/AndrewLolk). You can follow me there if you’d like more of my insights.

## Key takeaways from this interview

- The most crucial tool to success is performance reporting and knowing where that performance is coming from
- Invest in a consistent conversion rate optimization program
- Don’t chase whatever tactic or strategy you hear from across the room
- Choose an eCommerce ad strategy that fits your products
- Optimize every part of your advertising funnel, not just ad spend

Enjoyed the insights provided by Andrew? Stay connected and check out all the resources we have available on our [blog](https://www.channable.com/blog).

The future of eCommerce advertising: ad strategies and insights with Andrew Lolk

At the end of June 2022, Google will “sunset” [expanded text ads](https://support.google.com/google-ads/answer/1704389?hl=en-GB){nofollow} (ETAs). While it will still display ETAs, you’ll no longer be able to create them. Instead, advertisers will have to use [responsive search ads](https://support.google.com/google-ads/answer/7684791?hl=en-GB){nofollow} (RSAs) for campaigns.

**In fact, they’ll be the only standard Google search campaign available.**
 
The shift marks another transition for digital advertisers to new ways of working – with the deadline approaching, you’ll have to move fast.
 
In this article, we explain what the shift to RSA means. We describe how you can seamlessly manage the transition and share some best-practice tips and expert guidance on how to optimize campaigns.

## The end of Expanded Text Ads 🏁
 
Google has announced that digital marketers will no longer be able to create ETAs from the end of June 2022. But why?

Google claims it’s down to the changing way we search – with an estimated 15% of search queries every day never seen by Google before.

The shift is also about incorporating machine learning and AI into search. Put simply, Google thinks the algorithm that powers RSA stands a better chance of connecting you with a customer – and they could be right.
 
> “On average, clients using RSAs saw an increase of 13% in clicks, 16% in conversions, 6% in conversion rate, and a decrease of 2% in CPA,” Google reports of its own experiments. 
 
The shift to RSAs shouldn’t be news if you’re a digital marketer. It’s been the default option in Google Ads since 2021. Since then, Google has been making it harder and harder to set up ETAs.
 
Since launching in 2018, RSA has had mixed reviews. For example, a 2019 A/B test by Josh Colbeck published in Econsultancy found that “there were only a small number of campaigns in which the Responsive Search Ads performed better than the Expanded Text Ads”.

Some digital marketers are skeptical of the change. “I think the shift is bad news for marketers that want to eke maximum performance out of their campaigns,” says Alex Bussey, Digital Marketing Specialist at Red Evolution. 

While it’ll make it easier for beginners to roll out semi-successful ads, handing control of your headlines over to a machine learning algorithm will significantly impact your ability to focus your messaging,” Bussey says.
 
The system changes the headline and description to find the winning combination, measured in CTA and conversion rate.

While marketers may not like it, the change is inevitable.
 
If you’ve never used it before, RSA works simply. Google automatically serves an ad headline and a description to a user from a set of up to 15 headlines and 4 descriptions.
 
The system does all the work, making it perfect, right?
 
Not so fast… Some digital marketers prefer the control of ETAs. This is why Google is giving a little back, enabling users to “pin” specific headlines to descriptions. Doing so means they’re always displayed together. 

This is especially important in regulated markets and for specialist products and services that face controls on their ads.

## Can I still use ETAs? 💻
 
While from 1 July 2022, you’ll no longer be able to create new ETAs, you’re still able to use existing ones.
 
That means Google will still display your ETAs for the foreseeable future (although it’s highly unlikely to be forever!). If you’re worried about the impact the transition to RSAs could have on your advertising, we recommend creating the ETAs you think you’ll need before the deadline and pausing them. Some agencies are already taking this step.

> “We have had to shift our digital marketing plans to testing our ETAs hard over the next few months, at least whilst we still can,” says Meg Baldwin, Digital Manager at Group of Seven.  “We are also introducing some evergreen ETAs that we can use in the future whilst we focus on testing and improving our RSAs.”
 
OK, so you don’t need to create hundreds for each ad group, but having a selected few enables you to test combinations and compare their impact with RSAs.

If you’re familiar with the system, this shouldn’t take long and could help you improve digital marketing efforts.

## What does the end of ETAs mean for digital advertisers? 📢
 
The shift to RSAs will affect digital marketers in several ways.
 
- **You’ll have less control over your ads **– Google’s algorithm will make decisions about how your ads are displayed. This will reduce (but not entirely remove) control over ads.

- **You’ll have to learn a (slightly) different way of working **– Creating RSAs is a slight change from creating ETAs. Don’t worry, we go into detail below.

-  **You’ll need to get creative with copy** – RSAs need more copy to work, including 15 headlines and 4 descriptions. That’s a lot more words and work.

- **Pinning is crucial to performance** – By pinning certain headlines to ad copy, you can (sort of) use RSAs to create ETAs. It’s essential for those in regulated markets who require ad approvals.

- **ETA impressions may fall **– It’s understandable that Google will want to accelerate the shift to RSAs, so you’ll likely see ETA impressions fall. Monitor the key indicators to see the impact.

- **RSA impressions may rise **– RSA ads aren’t new; you may already be using them. You may see a boost in performance after 30 June.

- **You should review and refine ad groups regularly** – OK, so this should be standard for everyone but if you’re shifting to RSAs, monitor performance and review and refine ads as necessary.

## 5 things every advertiser should do to deal with the end of ETAs 

<iframe width="1046" height="588" src="https://www.youtube.com/embed/rSBSk01Z1tc" title="Google Ads Responsive Search Ads - Learn how to create the best RSA's with this proven method!" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
 

You may already be using RSAs in combination with ETAs or be totally new to the system. Whatever your experience with ETAs and exposure to the platform, **here are 5 things every advertised should do before 1 July 2022**: 

### 1. Activate responsive search ads (if you haven’t already)
 
RSAs are the future (whether you like it or not), so it’s a good idea to get started ASAP. You should aim to create RSAs for each ad group that you have.
 
When creating RSAs, you’ll need to generate more content than you have for ETAs, including:
 
- 15 headlines
- 4 descriptions
 
While you can refresh your existing ETAs, you should go further. Why? Because Google can – and will – use different headlines with descriptions (unless you add pins, something we describe later).
 
It’s critical that all headlines and descriptions work together – and that involves a lot of testing. If you complete all available options, that’s thousands of potential permutations you’ll need to review.
 
Our advice: put some time aside to do this before launching RSAs!

### 2. Prioritize ‘pinning’
 
We’ve mentioned it a lot, but “pinning” should be a priority for any digital marketer.
 
Google enables you to “pin” certain headlines to certain descriptions. This essentially overrules the algorithm.
 
At a minimum, the system will display two headlines and one description, and in some cases can display up to three headlines and two descriptions, but no more.
 
Pinning can help you to achieve several things:
 
- You can ensure there’s a CTA for every ad
- You can pin headlines to specific positions to avoid repetition or customer confusion
- Leave space for the Google algorithm to work
 
Some experts have suggested you can effectively use pinning to create RSA ads that are as controlled as ETAs. One way to do this is to leave spaces blank (removing the option for Google to swap out fields).
 
In the short term, this may work, but there are implications for ad strength (which we talk about later). It may also impact the success of your ads, so be careful. Why is this the case? Because Google is confident in its algorithm to learn and develop. Pinning removes the power from the system, which could harm you.
 
### 3. Understand ad-strength
 
[Ad-strength](https://www.google.com/url?q=https://support.google.com/google-ads/answer/9921843&sa=D&source=docs&ust=1655995835831181&usg=AOvVaw0TZhpunD3paGLrOeZruT5B){nofollow} is Google’s mechanism for providing feedback on ads and helping to shape them for customers.
 
You can see Google’s calculation of the strength of your ad. It will show you a range of feedback about how effective it considers your content to be.

> “RSAs are significantly different from their older cousins and require a different approach,” says Bussey. “You want to think about high-impact copy that gets the message across in 30 characters and stands alone. I’d also recommend spending some time working out how to game the 'ad strength' system.” 
 
While you’re creating your ad, you’ll be able to see whether it’s excellent, average, or poor. The system also provides some guidance on how to improve your ads.
 
The system will offer advice on how to improve your ads in real-time as you’re writing them. Experienced digital marketers may be tempted to override the advice, but it’s worth listening to any feedback from the channel owner.
 
**Google will make several suggestions, including whether you should:**
 
- Add more headlines or descriptions for better performance
- Add unique headlines and descriptions
- Unpin some assets
- Include more keywords in headlines or descriptions

![RSA template.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/dnB9yMnAQkijsf1RUdS3)
 
Should you listen to them? It’s up to you ­– but you should never ignore them. If you’re having issues with the system, there could be several reasons why your ad strength isn’t showing, including:
 
- The final URL is missing
- Missing ad group
- Missing keywords in an ad group
 
Ad strength can, and will, change. It often happens when the keywords for campaigns have changed, so we advise you to regularly review it. 

### 4.  Focus on performance
 
Digital marketers are judged on the performance of campaigns, and we’re not going to lie, there is less information about the impact of RSA campaigns.
 
RSA is about serving users with dynamic ads, but its dashboard doesn’t provide a huge amount of information on the combinations that are generating the most clicks. This can make it a challenge (read: impossible) to leverage these insights to other channels.
 
We can see the success of each ad unit, but not the specific combination.
 
You might think clicking on “Asset Details” will give you more information. It does, but it’s missing critical data for you to be able to assess impact.
 
Going down a level, you can check out an Asset Performance Rating. You can see which of your ads is classified as Low, Good, and Best.
 
You can use the performance rating system to sketch out what you think are the best-performing permutations, but it’s certainly not simple to see. 

> “The shift to RSA's from ETA's is an interesting one. I imagine some marketers will be skeptical as with any sudden and uncontrollable change made by Google. However, the results we have seen for our clients have led to an increase in CTR and CVR and a decrease in CPA across the board, so there are clearly benefits of the change,” says digital marketing expert Anna Simpson.

### 5.  Prepare stakeholders and customers for the transition to RSA 

If you’ve not used RSAs before, you’ll have to learn some new skills. If you’re using ETAs alongside RSAs, you’ll already be aware of the challenges.

![Responsive search ada.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/1uUgDVz7Q5OCDzyUMORV)

If you’re working for an internal group of stakeholders or external clients, you should advise them of the change and prepare them for the potential impact.
 
Here are some of the key things to communicate to stakeholders and customers:
 
- The change is happening – from 1 July, you won’t be able to create new ETAs
- Performance may dip initially, but as the system improves so will your ads
- You’ll need to create more assets for digital ads and need client approval
- You’ll need to regularly review and refresh ad creatives
- It’s critical that experts ensure every ad has a CTA
- You’ll have less information on campaign performance and successful ad permutations

## The future is bright for RSAs 💡
 
We’ve focused on some of the challenges digital marketers face with the ETA switch-off, but there are positives.

RSA harnesses the power of machine learning to help improve ad placement. Over time, the system will learn about you, your customers, and the search terms that matter. This should translate into more effective ads, delivering greater CTAs and a higher ROAS.

Channable provides the perfect platform for managing RSAs, enabling you to generate, test, and implement effective ads. Learn more about Channable [here](https://www.channable.com/how-channable-works).

Interested in learning more about RSAs and how to leverage them in your ad strategy? Register for our live webinar in collaboration with Google and get all the ins and outs from experts. 

[![PPC Social Landscape .png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/EnBxAHDTRuxeOTo1V4Vg)](https://www.channable.com/scale-responsive-search-ads)

The rise of Responsive Search Ads - What digital marketers can do

## A brief look at Black Friday 2020 in numbers
*What better place to start than the birthplace of Black Friday?*

According to Adobe Analytics, in the US, Black Friday 2020 day-one online sales surged by almost 22% compared to 2019 reaching $9 billion. This exceeded the 20% increase prediction made by Adobe Analytics in early 2019 indicating that the pandemic had a huge impact in the US. 

If we zoom out and look at Black Friday 2020 with a wider lens, [global digital sales grew by 36%](https://www.salesforce.com/blog/cyber-week-digital-sales-grow/). This equates to a record $270 billion during the week of Black Friday and Cyber Monday. Tell me those numbers aren’t crazy!

## What’s in store for Black Friday 2021?
*That you’ll find in the Black Friday 2021 forecast!*

Hundreds of eCommerce businesses like yours downloaded Channable’s Black Friday 2020 forecast. We received some really positive feedback and a few pointers for how to improve the forecast, so we’ve made it even better this year. The **Black Friday 2021 forecast** will help you prepare for the challenges facing your business. You’ll find useful insights, tips, and predicted trends that you can use to enrich your Black Friday marketing strategy.
<br><br/>
[form id="da9fc298-1d65-4b69-8de2-1cb519f243f9"]

The Black Friday 2021 Forecast

Remember how we first used Facebook? Sharing our moods, feelings, or next holiday destination in a status, creating photo albums of our latest nights out and parties, posting adorably unambiguous messages on our friends’ walls for all the world to see. Ah, what wonderful times those were… this was about 12 years ago. But how has Facebook innovated?

Over a decade later, things look *very* different for the world’s most popular social media platform. Primarily focused on pure social interactions in its earliest days, [Facebook](https://www.channable.com/integrations/facebook-product-feed) gradually became an eCommerce powerhouse. 

With Facebook Shops, direct-to-consumer brands like yours can now create their own digital storefront and offer personalized content to potential customers. Looking for the right advertising channel to make Black Friday a success? Look no further.

## Let your brand’s true colors shine through

Black Friday is drawing nearer, and the last thing you want is to go unnoticed. As a retail business, you want to be known as a one-of-a-kind brand, not just as one seller among many others. And the holiday season presents a wonderful opportunity to get your name in front of potential customers. That’s exactly what makes Facebook (Shops) different. 

Facebook Shops will help you show off your brand’s personality to an engaged audience and enable you to stay top-of-mind. Want to know the best thing about it? You can create your online shop in no time and customize its design by choosing layouts and colors matching your brand identity. But these aren’t the only benefits of Facebook Shops. 

![FB_Shops_Pic.jpeg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/YSJH1JEDRMqFpBJDW89S)
<div align="center">*Example of a Facebook shop*</div>

While Facebook Shops will contribute to making your brand appealing and memorable, there’s still a lot more to it. As a retailer, you want to generate as many sales as possible during Black Friday (great point, captain obvious). Well, Facebook Shops can help you with that, too.

## [Social commerce](https://www.channable.com/downloads/social-commerce-2022)made easy
One of Facebook Shops’ greatest benefits is that it will let you kill two birds with one stone. Why? Because it enables you to build a single, unified shop presence across both the Facebook and Instagram family of apps and services (*Facebook Ads, Stories, Instagram Direct, WhatsApp, Messenger, etc.*). 

In other words, your brand will be exposed to billions of potential customers, which bodes pretty well for your Black Friday sales, wouldn’t you agree?

One advertising platform for two social networks, and a guaranteed personalized and seamless shopping experience. And just like when you’re in a physical retail store, you’re able to connect with your customers. 

Through Messenger, WhatsApp, and Instagram Direct, you can answer questions, offer support, provide tracking updates, and more. Having this connection with your customers helps you increase brand attachment and customer loyalty and retention. 

## Unlocking the potential of Facebook Shops
Here’s something that’ll put a smile on that face of yours - most Facebook users are aged between 25 and 34 years and this age bracket happens to have the biggest spenders. This makes the number one social network in the world incredibly efficient when it comes to high sales conversions. 

Whether you’re a retailer working for a small or large brand, rest assured: advertising with Facebook Shops doesn’t require much technical nous, nor does it require tons of manual work - on the contrary.

Although creating a Facebook Shop is the first step, you still need to promote and optimize it. And, since you wouldn’t throw a party without sending out invitations, we’d like to give you three tips on how you can skyrocket the performance of your Facebook Shop during Black Friday:

- Use tags leading visitors to your product pages in organic and paid posts
- Add links to the products you sell in your Instagram stories and Facebook live videos
- Include a Shop link on your Business page and Instagram profile

Ready to start advertising on Facebook Shops? We can help you get up and running in no time. If you want to know more about our tool and how it can significantly help retailers like you increase their visibility and sales this holiday, [check out our retail industry page](https://www.channable.com/industry/retail-ecommerce).

Why Facebook Shops can be your secret weapon this Black Friday

Who doesn’t love a good old checklist to get themselves organized? At Channable, we want to make this summer season easier for you. Therefore, we have prepared a checklist with 10 relevant tips you can implement for your business.

Fill out the form below and grab the chance to download the full checklist!
<br><br/>
[form id="efcd23c2-b1d9-4276-a60f-24aa2b546dc4"]

Summersales checklist 2021 - 10 tips you shouldn't miss!

## There’s no place like home
March 2020. The whole world was holding its breath looking to what would happen next. With lockdowns in place all across the globe, people have been forced to spend most of their time at home. The saying “*Home, sweet home*” has never been more true. Many consumers have been using this extra time to start home improvement projects, both indoors and outdoors.

Over the past year, real estate experts witnessed an exodus from big cities to escape urban living and experienced a [surge in demand for properties with an outdoor space](https://www.standard.co.uk/homesandproperty/property-news/buy-house-demand-office-garden-balcony-a138776.html), whether it be a balcony, terrace, or garden. For home & garden retailers, these changes became a real opportunity to **attract and acquire new customers**.

## A burgeoning green thumb
These lifestyle changes called for new hobbies, one of which being **gardening**. Looking to ease the stress of difficult quarantines, consumers started investing time in creating a nice and cozy outdoor space for themselves. This led to an [unprecedented rise in outdoor furniture sales](https://www.criteo.com/blog/coronavirus-shopping-trends) with an increase of 1908% in the UK, 956% in Germany, 428% in the US, and 303% in France for 2020. But that’s not all. In the United Kingdom alone, the [most purchased gardening and outdoor products](https://www.statista.com/statistics/1172426/most-purchased-gardening-products-coronavirus-united-kingdom) were outdoor plants (35%), compost (31%), and seeds (24%). All around the world, 2020 clearly became the year of the green thumb.

## From offline to online commerce
As a home & garden retailer, it does not matter whether you sell furniture, decorative items, homeware, DIY, or garden products: you’ve had to respond to people’s insatiable desire to initiate home makeovers and transform their house or apartment into a cozy cocoon. But, with many stores having to close their doors multiple times last year, consumers were left with no choice but to **shop online**.

According to Google, [the percentage of online purchases for home & garden in the UK went from 48% in 2019 to 67% in 2020](https://www.thinkwithgoogle.com/intl/en-gb/consumer-insights/consumer-trends/consumers-adapted-shopping-behaviour-covid). In an industry where seeing, touching, and testing a product is very important and a sales trigger, it was particularly reassuring and heart-warming for retailers to witness this **radical shift to online commerce**. At least for those who were well prepared.

![Capture d’écran 2021-04-09 à 09.25.06.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/VkUlPAAUQhCZB5JsmTDH)
<div align="center">*Online vs offline purchases year-on-year in the UK*</div>

## What challenges did the pandemic bring?

### Standing out when drowning in a sea of competition
The sudden shift to digital in the home & garden segment was an opportunity for retailers to capture new online audiences and increase sales. But, it also meant more competition. You probably had loyal customers who used to visit your brick-and-mortar store regularly but are now more likely to search for home & garden products on marketplaces and/or Google. This is where a thorough and well-thought-out omnichannel marketing strategy comes into play to gain visibility, trigger more clicks, and close sales.

### Adapting your marketing strategy to the seasons
Spring has finally sprung. This means your (potential) customers are starting to spend more time outdoors to do some gardening, start backyard DIY projects or host a BBQ party. Are you prepared to ride the wave of seasonal shopping intent? Use your own data history to see which products were most-sold during spring and summer in the last couple years, boost your new spring collection, make use of a keyword tool to find out what the current trending search terms in the home & garden market are, and push these items on your website and online ads to increase your CTR and sales.

### Utilizing the shopper’s senses in a digital context
Ever heard of **[sensory marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/what-is-sensory-marketing.html)**? It is a “*marketing strategy that seeks to awaken sensations and emotions in customers via all five senses*.” In home & garden retail, engaging senses like sight and touch is essential and helps consumers make a final decision. Of course, touch is not replicable online, but you should make it a point of focus to engage your customers’ other senses to enhance their shopping experience and interest. Here, **video marketing and Augmented Reality (AR) technologies** are your best bet to make up for the lost foot traffic.

With every challenge, there is a solution! In order to help your home & garden business stand out and beat the competition, we’ve laid out six best practices you should implement in your marketing strategy right now!

## 6 proven ways to optimize your eCommerce conversion funnel

To help you fuel your business growth this year, we’ve listed six marketing tactics to implement from a buyer’s journey perspective.

![Blog Headers _ Home and Garden_H&G_FunnelImage.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/8CPt4ozSTqOQ2mVO8X8f)

### Awareness phase

**1. Promote your products on multiple advertising channels**
As explained earlier, your customers are now a lot more likely to look for home & garden products directly on Google and online marketplaces, where your competitors may already be advertising. **Bottom line**: you need to be there advertising too! Successful home & garden retailers promote their catalog through [search](/blog/blog-channables-handy-google-ads-cheat-sheet) and [Shopping campaigns](/blog/blog-how-to-successfully-advertize-google-shopping) for Google, advertise on [marketplaces](/blog/blog-how-to-successfully-sell-on-the-top-ecommerce-marketplaces) and create [social media](/blog/blog-why-integrate-social-media-into-your-marketing-strategy) product ads. All of these are extremely popular online channels which will enable you to benefit from a huge amount of traffic and eventually reach a much wider audience to raise awareness about your brand and products.

> From inspiration to conversion, Channable helps us ensure our campaigns have the right message and optimized assets for each channel.

<div align="center">*Eli Ivens, Online Advertising Marketer at **[Intracto](https://www.intracto.com/en-be)**, agency managing **[Casa Shops](https://www.casashops.com)**' account.*</div>

**2. Step up your social media game**
Become a social media guru! Just like in the fashion sector, aesthetics is key when it comes to displaying your home & garden products. Since the pandemic hit, a lot of people have decided to undertake home improvement projects. And, unless they’re professionals themselves, they surely look for ideas and inspiration online. Instagram and Pinterest are great social media platforms to position yourself as an inspirational brand and are often used to create profitable influencer marketing campaigns. Both are filled with home decor accounts and pictures, so make sure you show your items in the most Instagrammable way possible. ‘Home Tours’, especially from well-known influencers, are also very popular on Youtube.

Last year, Google witnessed a notable increase in people searching for terms like ‘ideas’ and ‘DIY’ in the home & garden category. With spring finally here, the figures shown in the graph below should definitely repeat, which is reason enough for you to optimize your social media presence.

![Capture d’écran 2021-04-09 à 09.31.57.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/FyDyiTScS8WGZXEhzPdi)
<div align="center">*Worldwide interest in “ideas” and “DIY” search terms on Google in the Home & Garden category in 2020*</div>

### Consideration phase

**3. Offer a seamless user experience on your site**
You never get a second chance to make a first impression. So now is the time to woo your first-time website visitors! There are countless ways to do that: make your website easy to navigate; use appealing pictures; write clear and detailed product descriptions; highlight your customer reviews; give information about your delivery and return policy; offer world class customer service; etc. 

Of course, you shouldn’t forget about the users who have already visited your website before. Offer them a personalized and seasonal experience through artificial intelligence, and make sure to adapt your content to their shopping behavior by showing them items they are more likely to purchase.

**4. Strengthen your omni-channel retail strategy**
There will always be consumers who would rather buy home & garden items offline. But, it’s not about choosing between online and offline. It’s about bridging the gap between them and combining physical stores and online shops to offer a consistent experience to customers across different touchpoints. 

The pandemic has shed new light on the importance of specific services. It is the case of Click & Collect, which has become essential for contactless retail and is a good solution for consumers inclined to shop online but who would rather pick up their order in-store to avoid any potential issues with *sometimes* quite unreliable couriers. If, on the contrary, you’re looking to attract more customers to your physical shops, consider allocating some of your marketing budget to [Local Inventory Ads](/blog/local-inventory-ads-show-your-physical-store-stock-on-google) to increase web-to-store traffic.

### Conversion phase

**5. Optimize your checkout process**
Checkouts are where most of your dropouts exist in your sales funnel. Thus, offering a simple, transparent and fast checkout process is key. Keep in mind that [extra costs are the number one reason why shoppers abandon their cart](https://sleeknote.com/blog/cart-abandonment-statistics#5). With an average basket size likely to be higher in home & garden retail than in other sectors, you really do not want to disappoint your customers with hidden fees!

Offer a guest checkout procedure (no one likes to have to create an account); use a checkout progress bar; prevent shipping cost surprises; display cart contents plainly; use autocomplete to speed up the process; etc. While all these tricks contribute to optimizing your checkout process and reducing cart abandonment, you should still implement a strategy to win back shoppers.

**6. Make use of email marketing to re-engage cart abandoners**
Did you know that the [global average cart abandonment rate across all devices is 75.6%](https://truelist.co/blog/shopping-cart-abandonment-stats/#:~:text=European%20countries%20have%20the%20lowest,to%20avoid%20shopping%20cart%20abandonment.)? A very high number, you’d think. Until you find out that this rate is ten percentage points higher on mobile. A sign that a lot of websites are not mobile-optimized enough, among a multitude of other reasons. 

An efficient way to re-engage cart abandoners is to make use of email marketing. In fact, [48% of emails on cart abandonment are opened](https://truelist.co/blog/shopping-cart-abandonment-stats/#:~:text=European%20countries%20have%20the%20lowest,to%20avoid%20shopping%20cart%20abandonment.), which is a good chance for you to win back some customers looking to pamper their home and garden! Set up an automated email series to notify them immediately that they left items in their cart, and show them these items with a clear call-to-action to return to your site and complete the process. You can also decide to incentivize them with a temporary discount to trigger a sale.

Want to boost your online presence significantly this year and make sure all of your products find a new home on time? **[Get in touch with us](/contact)** to find out how Channable can help you take your marketing to the next level!

Home & Garden Retail: how to profit from the sector’s eCommerce boom

For quite a bit of time, we have been familiar with the four keyword match types: *Exact match, broad match, phrase match*, and *broad match modifier*. But before we know it, we have to say goodbye to the broad match modifier as Google has announced they will bring its behaviour into the phrase match type. 

> To simplify the keyword portfolio and help advertisers reach more relevant user searches, we are bringing behaviors of broad match modifier (BMM) into phrase match, and phasing out support for BMM, tells David Wihl from the Google Ads API Team, source: [Google Ads Developer Blog.](https://ads-developers.googleblog.com/2021/02/changes-to-phrase-match-and-broad-match.html)

It is no secret that many advertisers have been experiencing lots of overlapping behaviour between the two match types in the past. Therefore, it seems only logical that Google will bring both match types together and thereby give advertisers an easier way to gain more control and a better reach. 

To give a more detailed explanation of what a pairing between the two means we would like to refer to Google´s very own example of a moving company that wants to be found by people interested to move away from the city of New York and up to Boston. Using the optimized phrase match, the moving company can now reach people who want to make this exact move, even without reaching people who want to move the other way around. Check out the illustration below for more details.

![About changes to Phase match and BMM final V3-01.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/9r1wuGgsSE2759pCA5I2)
Source: Google, [Making it easier to reach the right customers on Search](https://support.google.com/google-ads/answer/10346549)

## What can users expect from these changes?

Obviously, this depends a lot on the individual users' usage of both phrase match and/ or Broad match modifier. Let's try to set up two scenarios: 

1. **Users who to a greater extent uses phrase match**
    
    These users should expect to see an incremental increase in both clicks and conversions. The reason for this is because of the added queries to which keywords will now be eligible to match. For example, “vacation on Ibiza” as the updated phrase will begin to match “vacation hotels on Ibiza”, which was previously only eligible for broad match modifier in the past. 

2. **Users who to a greater extent uses broad match modifier**

    These users should expect to see a slight decrease in clicks and conversions. The reason for this is due to these broad match modifier types where the modifier was only added to one part of the keyword, for example, football +shoes.

    Furthermore, Google will also start to consider the order of the words when it has some importance to the meaning of the keywords. Therefore, for some matches that were previously matched by a broad match modifier, these will be filtered out. To shortly go back to the illustration from Google before, this is also what you see at the very bottom of the illustration (the optimized phrase match will not catch “Boston to New York” but only “New York to Boston” because this has importance to the keyword and the advertiser). 

*Note*: all changes to broad match modified and phrase match will **not** have an impact on negative keyword match types.

## When will these changes happen and is there anything you need to do?

As mentioned in the introduction, Google has already taken the first steps to move the behaviour of broad match modifiers into the phrase match. They will start with the languages English, German, Spanish, French, Italian, Dutch, Portuguese, and Russian before continuing in Q2 2021 with all the other Google Ads languages. Google expects to have the new phrase match fully updated in July 2021.

But is there anything you need to do? *Only a tiny bit*.

At Channable we will also start phasing out the creation of broad match modifier keywords, meaning from July 2021 you will no longer be able to create these types of keywords. What this also means is that Channable will no longer be able to send broad match modifier keywords to Google, meaning you will have to make a decision with your setup, if you are using these types of keywords. Maybe they need a conversion to phrase match or some other type?

We know this task can be quite challenging, especially if you run multiple Google Ads generators at the same time. To smoothen the transition just a tiny bit we will be releasing a bulk-convert button later in May 2021. With this button, you will be able to convert your broad-match modified keywords to other types of keywords all at once. 

[tip]**A few tips in the end:**

1. With all this in mind, we recommend all users decide which keyword types they want to convert to. Phrase match might be the most straightforward option, but we will leave the choice fully up to you.
2. Going forward, we likewise recommend all users stop creating new broad match modifier keywords.
3. As traffic might fluctuate a bit, depending on your keyword usage, we recommend monitoring the performance and make budget adjustments if needed.
4. If you are concerned about losing coverage, try to use broad match keywords in combination with a smart bidding strategy. This will most likely help you generate more relevant searches that also meet your performance goals.[/tip]

New changes to phrase match and broad match modifier - What does that mean for you?

## The importance of health and fitness continues to grow
Keeping fit during the pandemic is important for both your physical and mental health. Not only can it enhance your mood and energy levels; staying fit helps to fight the effects of the virus. Experts at the Centre for Perioperative Care (CPOC) even [advised people to prepare to fight the coronavirus](https://www.bbc.com/news/uk-52076856) as they would prepare for surgery; by staying fit and healthy. 

With gyms closed, team sports canceled, and health fitness all the craze, working out at home became the only option. Despite gyms temporarily reopening, home gym equipment sales saw a [massive increase of 5813%](https://uk.finance.yahoo.com/news/coronavirus-exercise-equipment-sales-spike-5800-as-brits-cancel-gym-memberships-145959385.html) for items such as spinning bikes, running shoes, resistance bands, and weights. 

However, this was not the case for all segments of sporting goods. The general public was more careful with spending, especially with apparel. Within the confines of your own home, you can work out in your pajamas, old clothes, or a bin-bag as long as you feel comfortable.

With home workouts set to stay in 2021, it begs the question: 
## Why will customers choose your sporting goods business over your competitors?
All the sporting goods winners of 2020 shared two essential qualities; their ability to adapt and their ability to scale. It’s important to note that the order; to adapt then to scale; is key to their success.
### The ability to adapt
Let’s tackle their ability to adapt first. The definition of adaptability is “*the quality of being able to adjust to new conditions*” - it’s obvious that having this quality is very useful considering the goings-on that occurred in 2020 and that will extend into 2021. 

The sporting goods winners of 2020 are masters of adaptability which is why they’ll keep winning throughout 2021. They continually adapt their product catalog in terms of products, pricing, titles, descriptions, sales, images, and more. Doing this enables them to not only follow trends but to anticipate and, in some cases, create them as well. 

Sporting goods winners push items with popularity spikes caused by the pandemic; adjust titles, descriptions, and prices of their available items to create popularity spikes of their own; as well as set-up seasonal product launches well in advance to ensure they’re the first to show the right items at the right times. And these only scratch the surface of their online marketing strategies.
### The ability to scale
Their ability to adapt is not enough alone; being able to scale up and down is vital.  The definition of scalability is “*the capacity to be changed in size or scale*” - this one might not seem quite as obvious but it’s vital for maintaining a healthy reputation and contributing to a better user experience on the channels you are selling on. 

Availability is a huge issue for sporting goods businesses during the pandemic. Alongside adapting product catalogs, sporting goods winners can cleverly scale their catalogs up and down in terms of products and stock depending on the trends caused by the pandemic.

Sporting goods winners scale-up by selling on the most appropriate marketplaces, expanding their product catalog with relevant items, and increasing stock of popular items. While at the same time scale-down by stopping selling on poorly performing marketplaces, contracting their product catalog by removing irrelevant items, and decreasing stock of unpopular items. 

![guy-training-home.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/5oBACo7QLCguGzW9SfUB)

### Sporting goods winners and automation
As stated, all sporting goods winners of 2020 share two essential qualities. However, this can be refined further. In order to achieve these qualities, all sporting goods winners of 2020 share one essential method; automation. In fact, all successful businesses in every eCommerce sector use feed management software to adapt and scale up or down. Especially those who have profited the most during the pandemic. 

Establishing comprehensive strategies for adapting and scaling is a sophisticated process that takes time. Though, there are four simple things you could and should be doing with a feed management tool immediately. 

1.  **Categorize your products**

As mentioned, the sporting goods industry is unique as certain categories are performing well while others struggle for sales. Categorizing your products correctly will ensure the most popular categories (such as home workout equipment) are displayed correctly on each channel and thus easy to find and buy. 

With Channable, you can also take advantage of [smart categorization](/blog/smart-categorization-google-shopping) which makes the process of categorizing easier on platforms such as Google Shopping and Facebook. 

2. **Accurate stock counts**

A feed management tool allows you to utilize rules to exclude items from being shown on marketplaces for various reasons such as stock levels. Once an item’s stock levels reach zero, it will be automatically excluded from being shown. 

For many marketplaces, Channable is able to retrieve orders and update stock levels in real-time. This is possible through [fully-integrated API connections](/products/marketplace-integrator) which are directly synced with your online shop and the export channel. 

3. **Flash sales and reductions**

Due to the pandemic, the general public is looking for the best deals. And, considering health and fitness is a crowded market, advertising the best-priced option will generate lots of interest in your products. Flash sales and price reductions on both popular and unpopular items are working well for the sporting goods winners. Everybody loves a deal and that’s one thing the pandemic can’t change. 

Using Channable, setting up basic sales with specific dates is very simple. Once you’re more experienced, you can use the powerful if-then rule system to set-up more sophisticated sales and promotions. One example a Channable client used is they set a rule to reduce the price of running shoes by 10% when the weather was above 15°C. Taking advantage of Channable’s 3rd party data integration possibilities and the general public’s excitement at being able to workout outdoors. 

4.  **Clear images and detailed specs**

One positive of the pandemic is that the general public’s interest in being healthy has increased. This has led to many people exploring the world of fitness and sporting goods retail for the first time. Having clear photos, descriptions, titles, and general specifications will make your products more reliable. 

Channable ensures that all of the required information for a product is filled in before it’s added to the export channel using a quality-check. Alongside this, changing descriptions and adding more info about your product takes next to no time due to the tool’s user-friendly design. 
## Adding Channable to your marketing strategy
All of the above and more can be achieved through one simple-to-use tool offered by [Channable](/how-channable-works).

If you would like to learn more about the sporting goods businesses that are using Channable, fill in the form below to download the one-pager. You’ll find testimonials, customer results, and more detail about the tool itself. 
<br><br/>
[form id="6dbcf12f-e531-4de7-a279-752936ba4bf7"]


Home-workouts are booming in 2021: how can you stand out in a crowded market?

It has been calculated that 72% of internal search engines don’t meet users’ expectations. If you use a smart search engine, you can get conversions to go up – and by a lot. As an example, remember that the customers who use the Doofinder smart search get up to 20% more sales.

So, what is a “smart” search anyway? Let us explain that to you.

## The 5 aspects that make an internal search engine a powerful weapon for sales
You already know that the search bar for your e-commerce site must:
- Have a size and colors that make the user see it as soon as they land on your website.
- Be located at the top of the screen (in the right corner or in the center), because that is where people are used to finding it.
- Include predefined text inviting the user to search for something. 

But that’s not enough. If you want the search to help you sell more, what you need is for it to be an advanced internal search engine. Or, as we like to say, it should be a “smart” search.

One that uses artificial intelligence to better understand your customers and improve the shopping experience. Because happy customers = higher conversion rates. Let’s see how this can be done.

### 1. It learns from your customers in order to better serve them (personalized search results)
To explain this to you, we are going to put ourselves in John’s shoes. John is a regular customer on a clothing e-commerce site. Not long ago, he was looking at the anorak jackets on the site because he was going to take a skiing trip – and he ended up buying one.

A few days later, Pepe visited the website again. He went to the search bar and wrote “boots” in the field.

And the **first results that he got were snow boots**. By taking into account the products that he was looking at and that he clicked on, the search engine (which remembered John) thought that the boots that he was looking for were probably snow boots.

And what would have happened if John had been looking at mountaineering equipment? In that case, when he typed “boots” into the search box, it would have shown him boots for climbing first.

Thanks to artificial intelligence and automatic learning, the search engine is able to better understand each user so as to personalize the search experience and **give customers just the product they were looking for**. 

In just a few clicks, that user can have the product they are looking for in their shopping cart (and you get another sale).

### 2. It knows what you’re thinking
When someone connects to your shop, what they want to do is find the product they are interested in as soon as possible.

And that is much easier if your search engine offers suggestions to automatically complete search queries.

Take a look at the DosFarma website (one of Doofinder’s customers) as an example. Look at what happens if you write “gel” in the search bar:

![Captura de pantalla 2021-02-24 a las 11.47.37.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/PvbNgbA3QXeAj1VwLgp1)

When we do this, the search engine gives us the option to go directly to hydroalcoholic hand sanitizer gels and to shower gels.

### 3. It “forgives” you for your spelling mistakes
Anyone can have a lapsus. For example, suppose that you have an online computer shop. A customer (let’s call him Mark this time) connects with the intention of buying a Xiaomi cell phone. Of course, as people are **never too sure about how to spell the brand’s name, he writes “Shaomi.”** The results? Xiaomi cell phones appear.

And that is because the search engine, which is quite smart, knows what brand people are looking for when they write “Shaomi” (or “Chaomi” or “Xaomi”).

But we can make things even more difficult for the search engine. What would have happened if Mark had searched for “Xiaomi cell phone” but you call these products “smartphones” in your descriptions? There’s still no problem because the [search engine is able to understand synonyms](https://www.doofinder.com/es/blog/ventajas-funcionalidad-sinonimos-doofinder-buscador-tienda-online).

### 4. It never leaves you with empty hands
Let’s go on with the previous example. After looking at different cell phones on your site, Mark finally decides on a Xiaomi model and it’s in his cart.

What would happen if he suddenly remembers that he’d also better update his headphones? He goes to the search engine again and writes, “Xiaomi wireless headphones.” The problem is that you’ve just run out of those headphones and there are none in stock.

In that case, a normal search engine would only tell Mark that there are no products that meet his search criteria. Or, worse yet, it would show him the product pages for Xiaomi headphones because, as it is not connected to your [product feed](/es/blog/infographic-feed-producto-marketing), it cannot know that you haven’t got any in stock.

But remember that we aren’t using a normal search engine but instead a smart one. And what a smart search engine does is **show Mark the wireless headphones by other brands that you do indeed have in stock**, because it understands that he may also be interested in them.

Thus, it’s very likely that Mark will decide not to wait and buy an alternative make when he sees that there are brands available that are compatible with his new cell phone. 

### 5.It studies the users and helps you to improve
Up until now, we’ve only touched upon how a smart search engine can improve the customer’s experience. But, can it help you to improve your sales strategy?

For example, by offering you data like:
- What product pages get more clicks when appearing in search results.
- What products have a greater conversion rate (to show those products first amongst the results) and what products have a lower conversion rate (a sign that you have to write a product description that is more attractive or that the price is too high, for example).
- [The products that customers are looking for and that you don’t have in your catalog](https://www.doofinder.com/en/blog/searches-with-no-result) (if you don’t sell raincoats on your ecommerce site but a lot of people are looking for them, those are lost sales).
![Dashboard_Doofinder.gif](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/kwfB4STQmig0JdWG4sA2)
That data, in addition to the [basic KPIs for your ecommerce site](/es/blog/blog-metricas-esenciales-en-ecommerce), can be quite useful to you for decision making.

## Has your internal search engine passed the test?
As you have seen, the search bar of your ecommerce site plays a fundamental role in your sales. If the search experience is positive, **your customers will feel more comfortable and your conversion rates will rise sky high**.

For example, we were telling you before that increases in sales reach 20% for Doofinder customers.
But we know that perhaps you prefer to find that out for yourself. In that case, you can click here to [download Doofinder and try it for free for 30 days on your online shop](https://app.doofinder.com/es/signup?mktcod=OUTR). If you aren’t convinced, you just have to uninstall it when the free trial period has finished. And if you find that it works for you... then get ready to sell.

How to design the perfect search bar to sell more with your e-commerce site

Download Channable's 2021 eCommerce calendar and enjoy valuable info, insights, and tips that you can use to refine your business’ eCommerce strategy.

**Channable's eCommerce calendar 2021**
<br><br/>
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Channable's eCommerce calendar 2021

Today, countries are slowly relaxing their travel restrictions as the general population carefully considers their next vacation. But things have changed. The future of travel is definite but uncertain. For travel companies and eCommerce businesses reliant on the travel sector, how they prepare for this unknown is crucial.

Drawing from the experience of Channable and their clients, this white paper intends to help you prepare your business for the future of travel in eCommerce. Discover which eCommerce practices are best to employ, insights on the direction travel in eCommerce is heading, and what is required to remain competitive in this sector.

**Download the industry insights article: Travel in 2021 and beyond**
<br><br/>
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Travel in 2021 and beyond: An eCommerce Perspective

According to Adobe Analytics, the volume of Black Friday and Cyber Monday sales are set to increase in 2020 by almost 20% compared to people shopping for discounts over the same period in 2019.

A survey conducted by Wells Fargo showed that 70% of consumers do not plan on returning to stores in the foreseeable future. This means that the eCommerce marketplace increase from 25% pre-COVID-19 to 30%, will remain.

Keeping that in mind, Channable will help you prepare for the challenges, trends, and changes going to be facing your industry this holiday season. To stay ahead of the competition, read what you need to be seen, and to sell successfully in eCommerce.
<h2>What does social distancing mean for your business?</h2>
Traditionally, this hectic consumer holiday marks the beginning of the holiday shopping season in the US and runs from the Friday after Thanksgiving (Nov. 27th) until the end of Cyber Monday (Nov. 30th). Although most businesses will be offering some type of discounts from the beginning of the week, running to the end of Cyber Monday.
This year, things have changed. For 2020 social distancing is here to stay. This shift is forcing retailers who have favored promotions on limited items in offline stores, to re-focus on their online offerings to create the buzz and the revenue needed to make the holiday sales a success.

Due to COVID-19, online shopping spend has already increased by 59% compared to this time last year. Resulting in increased consumer confidence with buying online, and creating the perfect opportunity for retailers to maximize their online presence and take advantage of all the opportunities to capture sales.

With more ads predicted to be reaching each consumer than ever before, retailers need a data feed automation tool such as Channable. Channable ensures the right promotions are targeting the right consumers at the right time, and sales are not being lost or overlooked due to the sheer volume of demand and competition.

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The 2020 Black Friday forecast

<h2>Que sont des KPIs ?</h2>
Nous savons tous ce qu’est un “indicateur de performance”. Il s’agit d’un **fait** ou d’un **chiffre** représentant l’avantage ou les répercussions d’une action menée. Jusqu’ici, rien de bien compliqué. Prenons l’exemple d’une salle de sport : un **indicateur de performance** pourrait être la fréquence cardiaque, à savoir le nombre de battements du coeur par minute. Le résultat obtenu nous donne des informations qui nous permettront de prendre les bonnes décisions. En l'occurrence : continuer de fournir encore plus d’efforts physiques, ou faire une pause parce que notre corps l’exige. Dans un contexte plus business, c’est la même chose. En fonction des données d’un KPI, vous pourrez **adapter et optimiser votre stratégie** à long terme.

Pour être plus précis, un indicateur de performance est un outil qui va aider à **déterminer la santé économique** d’une entreprise ou d’une boutique e-commerce, dans votre cas.
<h3>Qu’est-ce qu’un bon KPI ?</h3>
Les KPIs d’une entreprise doivent être…
<ul markdown>
 	<li>**Mesurables** : qui dit métrique, dit nécessité de mesurer. Si vous mettez une action marketing en place, vous devez être en mesure, grâce aux chiffres, de déterminer si elle a eu un impact positif ou non.</li>
 	<li>**Quantifiables** : choisissez des KPIs dont la quantité est mesurable également.</li>
 	<li>**Spécifiques** : ne mesurez qu’une métrique bien précise à la fois.</li>
 	<li>**Mesurables dans le temps** : il est important que vous puissiez choisir de mesurer votre KPI au jour, à la semaine, au mois ou à l’année.</li>
 	<li>**Pertinents** : ce critère varie énormément d’une activité et d’un secteur à l’autre. Par exemple, si vous êtes retailer et avez mis en place un programme de fidélité et/ou de parrainage, il sera intéressant de calculer votre taux de rétention, d’observer la part de trafic d’utilisateurs existants et de regarder de près combien de nouveaux utilisateurs ont fait un premier achat sur votre site via un code de parrainage.</li>
</ul>
<h2>KPIs à ne pas négliger si vous possédez une boutique en ligne</h2>
Passons à l’essentiel avec ci-dessous une liste des métriques les plus déterminantes dans le e-commerce.

<img class="size-full wp-image-24937 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/VG9Ot18CTQawleWmidE4" alt="" width="674" height="447" />
<h3>ROI : Return On Investment</h3>
Le retour sur investissement, également connu sous l'acronyme anglais ‘ROI’, sert à calculer la **rentabilité des actions marketing** d’une entreprise. Plus concrètement, il va vous permettre de savoir si vous avez réalisé des bénéfices en fonction du budget investi. Ce KPI est particulièrement intéressant pour les annonceurs friands des leviers marketing comme les Search Ads et/ou les Social Ads. En mesurant votre ROI, vous saurez rapidement si vos campagnes méritent d’être optimisées ou stoppées.
<h3>AOV : Average Order Value</h3>
Il s’agit du **calcul de votre panier moyen**. Simple et efficace : divisez le montant global des achats réalisés par le nombre de commandes. Vous obtiendrez alors la valeur moyenne de chaque panier. À long terme, ce KPI peut vous permettre de déterminer certaines tendances : saisonnalité, habitudes des consommateurs selon des données démographiques, etc.
<h3>CLV : Customer Lifetime Value</h3>
Ce KPI indique l’**engagement** d’une communauté avec une marque et montre la capacité de cette dernière à créer une relation solide avec ses consommateurs ou utilisateurs. Cette métrique vous donnera une bonne idée du **nombre total d’achats** **qu’un client pourra potentiellement effectuer pendant une période prédéfinie** s’il reste fidèle à votre marque ou produit, mais n’oubliez pas que ce KPI est relatif. Un client qui dépense peu mais régulièrement sur votre site depuis plusieurs années a plus de valeur pour vous qu’un client qui va réaliser un gros achat, mais une seule fois. Avec cette métrique, le but est donc de faire des prévisions basées sur le comportement de vos consommateurs.
<h3>CPA : Cost Per Acquisition</h3>
Vendre, c’est bien… mais à quel prix ? La vente est un processus qui requiert la mise en place d’actions qui coûtent du temps, de l’argent mais aussi des ressources. Autrement dit, vos ventes ne se font pas gratuitement. Avec le calcul du CPA, coût par acquisition, il est possible de savoir combien chaque nouveau client vous coûtera. Ce KPI est donc extrêmement utile pour mesurer l’efficacité de vos campagnes marketing payantes.

Si vous êtes novice dans le monde du Paid Advertising, vous avez toujours la possibilité de vous tourner vers des outils ou applis gratuits qui vous aideront à construire une stratégie performante et axée sur les résultats.
<h3>Taux de conversion</h3>
C’est **le** KPI par excellence, celui qui est un indicateur de l’attractivité de votre site. Bien sûr, le but est qu’il soit **aussi élevé que possible**, mais ne vous inquiétez pas si le vôtre vous parait bas : généralement, ce taux ne dépasse pas les 2 % pour la plupart des entreprises, donc s’il est inférieur à 3 ou 4 %... vous faites du bon travail ! Pour calculer ce taux, il suffit de diviser le nombre de ventes par le nombre de visiteurs et de multiplier le résultat par 100 afin d’obtenir le pourcentage final.
<h3>Taux d’abandon de panier</h3>
D’après plusieurs études, le **taux d’abandon de panier moyen est de 79 %**, un chiffre extrêmement élevé. Pourquoi ? Les raisons peuvent être nombreuses. Vos frais de port sont peut-être trop chers au goût du client, ou vos informations produits trop incomplètes, ce qui crée parfois de la réticence. Connaître ces raisons est précieux et vous permettra d’améliorer l’expérience utilisateur sur votre boutique en ligne afin de faire baisser ce chiffre au maximum. N’hésitez pas à régulièrement donner la parole aux personnes sur votre site afin d’en savoir plus sur leurs habitudes de consommation. Cela peut passer par un sondage mais aussi une courte question NPS au format pop-up.

Maintenant que vous connaissez les KPIs les plus importants pour mesurer la performance de vos actions marketing, il peut être bon de commencer par améliorer le taux de conversion de votre site. Un bon début pour faire décoller votre activité !

Essential metrics you must pay attention to if you own an eCommerce business

For this whitepaper, feed management tool Channable is joining forces with Retail Assist on a project to arm you with the best eCommerce knowledge. With key sector stats, industry insider tips, as well as an eCommerce overview, this whitepaper is here to help your retail business improve its speed to market – and to increase your chances of success in the ever-changing retail landscape.

Discover more about the importance of speed to market with the following sections:
<ul markdown>
 	<li>**A brief history of eCommerce trends**
<ul markdown>
 	<li>Facts and figures of the history of eCommerce and where it is today</li>
</ul>
</li>
 	<li>**The future is fast-paced**
<ul markdown>
 	<li>Insights from Channable + retail Assist's survey for retailers on market expectations and issues.</li>
 	<li>What internet giants Amazon and Google are introducing to shape the future of retail</li>
</ul>
</li>
 	<li>**The importance of speed to market**
<ul markdown>
 	<li>Working examples of industry successes and failures</li>
</ul>
</li>
 	<li>**How to keep on top**
<ul markdown>
 	<li>Tools and tips on staying ahead</li>
</ul>

### Request the whitepaper
[form id="08b2db28-b68e-40d0-8314-8eb59f30b159"]

Check out OMIO's PIM system to get your data ready for feed management and read up on <a href="/blog/blog-what-is-a-pim-and-why-might-i-need-one" target="_blank" rel="noopener noreferrer">how PIM systems and data feed management tools can work in harmony</a>. If you're after more guides on speeding up your time to market, <a href="/blog/blog-explained-googles-products-for-advertisers-whitepaper" target="_blank" rel="noopener noreferrer">brush up on all the Google products</a> you can utilize to increase your exposure online or <a href="/blog/blog-4-ways-improve-quality-score" target="_blank" rel="noopener noreferrer">4 ways to improve your quality score</a>.

Survival of the fastest: the importance of facing speed to market head on [whitepaper]

<h2>Wat is PIM?</h2>
PIM (Product Information Management) is software dat verkopers de mogelijkheid biedt om productdata in één systeem te beheren voordat je het naar de gewenste verkoopkanalen stuurt. Naarmate verkopers hun aanwezigheid op de online markt vergroten, moeten merken hun data blijven updaten, wat de snelheid van hun werk kan vertragen. Bovendien kan dit proces ook vatbaar zijn voor menselijke fouten. [Een PIM systeem](https://retail-assist.com/) kan de oplossing zijn om snel en eenvoudig productcontent te creëren. Het helpt teams ook om eenvoudig samen te werken, fouten te verminderen en het gehele proces wordt een stuk minder ingewikkeld.

<img class="aligncenter size-full wp-image-22978" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/UusT4SkQfV4xBfz1rYAS" alt="" width="1024" height="512" />
<h2>Waar heb ik een PIM systeem voor nodig?</h2>
Wanneer klanten online of offline naar een product zoeken, verwachten ze snel en gemakkelijk het gewenste product te vinden. Dit is vooral het geval bij online marktplaatsen.

Vaak beheren merken hun productdata in verschillende spreadsheets, die vervolgens aangepast moeten worden aan de individuele vereisten van elke digitaal verkoopkanaal. Met een groot aantal mogelijke online marktplaatsen worden het aantal spreadsheets en de variaties van productdata ontelbaar. Hoe meer gegevens, hoe sneller er een foutje tussen slipt. Deze fouten vertragen  vaak de workflow of - erger nog - worden gepubliceerd op een verkoopkanaal. En het verspreiden van onjuiste productdata zorgt natuurlijk voor een negatieve klantervaring.

Een PIM systeem zorgt voor één centraal punt waar de productdata wordt ingevoerd en stelt meerdere verkoopteams in staat om tegelijkertijd aan productdata te werken. Hierdoor versnelt het PIM systeem het proces om te verkopen op online marktplaatsen, en het stelt merken of verkopers ook in staat om nieuwe online markten te betreden.
<h2>Het verschil tussen feed management en het PIM systeem</h2>
Feed managementtools, zoals Channable, en PIM systemen worden vaak door elkaar gehaald. Niet zo gek, want beide bevatten productdata. Echter, een<a href="/nl/producten/feed-management-tool" target="_blank" rel="noopener noreferrer"> feedmanagement tool</a> stelt je in staat om nieuwe datafeeds te genereren en je productdata naar duizenden affiliate netwerken, online marktplaatsen, vergelijkingssites te sturen, met behulp van de data uit de originele feed. Feedmanagement tools passen je ‘ruwe’ onbewerkte productdata niet aan. In plaats daarvan stellen ze je in staat om geoptimaliseerde en bijgewerkte informatie te maken, die aangepast is aan de specificaties van de kanalen of strategie naar keuze.

Dus, wat is het verschil tussen PIM- en feed managementsystemen? Met PIM systemen kunnen gebruikers juist de ruwe productdata centraliseren en aanpassen, om dit vervolgens eenvoudig naar een specifiek verkoopkanaal te sturen. Deze verbeterde productdata kan vervolgens worden verrijkt en verbeterd voor SEO doeleinden, met verschillende kenmerken (zoals foto's) om aantrekkelijke productcontent te maken. Feed managementtools kunnen samen met een PIM systeem worden gebruikt: zodra je productdata in orde is, kun je deze snel en eenvoudig pushen naar de relevante kanalen. Dit is waar je feed management voor inzet.
<h2>PXM: De evolutie van het PIM systeem</h2>
Een PIM systeem centraliseert en beheert productdata. PXM (Product Experience Management)</a> is een geëvolueerde, bijgewerkte versie van een PIM systeem. In plaats van zich te concentreren op alleen de data, denkt PXM ook na over de mensen die het gebruiken. Hierdoor wordt een ervaring op maat gemaakt - niet alleen voor de klant, maar ook voor de gebruiker van de software. Niet alle PIM systemen hebben PXM aspecten, maar voor de systemen die dat wel hebben, kunnen teams hun workflow verbeteren en sneller verkopen op marktplaatsen. <a href="https://omio-retail.com" target="_blank" rel="noopener noreferrer">In OMIO</a> bijvoorbeeld, kunnen meerdere teamleden tegelijkertijd aan de gegevens van hetzelfde product werken. Het zorgt er ook voor dat de manier waarop een klant de productcontent, zoals een beschrijving, op Amazon ziet, anders ziet dan op Zalando, of op een Instagram pagina. Het wordt allemaal beheerd door OMIO, via de directe integratie met Channable.

Het grootste verschil is dat een PIM systeem intern gericht is, en PXM op de klant. Beide systemen verzamelen data om dit vervolgens naar een verkoopkanaal te pushen, maar PXM richt zich op wat een verkoper populair zal maken bij de klant, met behulp van de best mogelijke productdata, foto’s en SEO geoptimaliseerde content.

PXM stelt de klant centraal. Naast de verbeteringen in de workflow, maakt een PXM oplossing het ook mogelijk om productdata te tweaken en op maat te maken zodat de juiste beschrijving voor het juiste product wordt ingevoerd, gepersonaliseerd voor het juiste kanaal met de juiste verwachtingen en context. Combineer deze beschrijvingen met een reeks afbeeldingen en kenmerken zodat je de klantervaring steeds beter maakt. Dit leidt tot een verbeterde conversie, grote klanttevredenheid, verminderd rendement en uiteindelijk een versterkte merkloyaliteit!
<h2>In het kort: wat zijn de voordelen van een PIM/PXM systeem?</h2>
<ul markdown>
 	<li>Ontdek het verkopen op nieuwe marktplaatsen</li>
 	<li>Verkoop sneller en eenvoudiger op marktplaatsen</li>
 	<li>Minder fouten + dubbele producten vermijden = een betere klantervaring.</li>
 	<li>Reageer sneller op social influencers en trends. Als een influencer met je product is gezien, kan het in je voordeel werken om hiermee snel je productdata te updaten.</li>
 	<li>Werk samen in teams en krijg een compleet beeld van de productdata</li>
</ul>
OMIO, ontwikkeld door Retail Assist, is er trots op om met Channable samen te werken en helpt verkopers hun digitale strategie toekomstbestendig te maken. <a href="https://omio-retail.com" target="_blank" rel="noopener noreferrer">Bezoek onze website</a> voor meer informatie over OMIO en hoe je jouw productdata kunt optimaliseren.

What is a PIM and why might I need one?

<h2>Cómo ha afectado al equipo de Channable</h2>
Channable es una empresa de 110 trabajadores, que normalmente trabajan juntos cada día en las oficinas principales de Channable en Utrecht. También cuenta con una oficina en Logroño donde trabajan 3 compañeros. Hacer que todos ellos, incluidos los 30 empleados que se encargan de dar soporte técnico por teléfono cada día, trabajen desde casa, es un auténtico reto. El bienestar de todos los “Channablers” trabajando desde casa fue una prioridad desde el principio y se ha implementado con éxito.

Aunque el equipo ya no está físicamente junto, los compañeros siguen manteniendo una comunicación muy fluida por WhatsApp, chat, vídeo llamadas y correo electrónico para apoyarse mutuamente en estos duros momentos.

Como puedes imaginar, tener al equipo de soporte técnico trabajando desde casa tiene algunas consecuencias. El tiempo de espera al teléfono puede ser más largo, por lo que te pedimos que solo llames con preguntas urgentes. Si mandas un email la respuesta será más rápida. El equipo está trabajando duro para proporcionarte la calidad de servicio técnico al que estás acostumbrado.

Además, para todos los recién llegados a la herramienta, el equipo de Customer Success y soporte técnico os ayudará con la configuración de vuestra cuenta. El equipo de Business Development también está disponible para hacer demos sobre la herramienta. Además, seguimos teniendo <a href="https://jobs.channable.com" target="_blank" rel="noopener noreferrer">procesos de selección abiertos</a>. <a href="/es/contacto" target="_blank" rel="noopener noreferrer">Contáctanos</a> si necesitas más información.

<img class="alignnone size-full wp-image-21525" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ul0w9zH5Q06nfB5V0zQV" alt="" width="800" height="404" />
<h2>Cifras y consejos de eCommerce que te pueden ayudar</h2>
Esta pandemia afecta a todos y cada uno de nosotros, incluyendo la industria eCommerce. Por ejemplo, en Channable hemos registrado un aumento de más del 100% en el número de pedidos registrados a través de la <a href="/es/productos/marketplaces-gestion-de-pedidos" target="_blank" rel="noopener noreferrer">gestión de pedidos</a>, comparado con febrero 2020.
<img class="alignnone size-full wp-image-21495" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/VCqcr1m8Rhi7krq0u8uU" alt="" width="929" height="627" />
Puede que pienses que el sector eCommerce se está aprovechando de todas las tiendas físicas que han cerrado y que por esa razón el número de personas que compra por internet ha incrementado. Pero no siempre es el caso. Seguramente si formas parte del sector eCommerce y vendes tus productos por internet, hayas tenido que ajustar todas tus actividades diarias. Por esta razón Channable ha recopilado algunos datos y consejos de la industria eCommerce que podrían ayudarte en este periodo.

**1. Comunica tiempos de envío reales**

¿Te resulta complicado llevar al día todos los pedidos online que estás recibiendo? ¿O estás experimentando retrasos en la recepción de alguno de tus productos? La afirmación ‘compra hoy, se entrega mañana’ no suena muy creíble estos días.

Tienes que ser sincero y comunicar tiempos de entrega realistas para evitar decepciones. Los compradores entenderán la situación solo si eres honesto con ellos y están informados.

Con las <a href="https://support.channable.com/hc/es/articles/360011722853-Regla-Normas-de-fechas" target="_blank" rel="noopener noreferrer">reglas de fechas</a> de Channable puedes establecer fácilmente los tiempos de envío para este periodo. Esto significa que no tienes que ajustarlos manualmente y volver a cambiarlos uno a uno cuando todo esto pase y tengas que volver a incluir los tiempos de envío normales.

**2. Limita las compras masivas**

Hablando del límite de stocks, te habrás dado cuenta de que hay clientes que quieren comprar muchas unidades de un mismo producto. Para evitarlo puede ser útil limitar el stock de cada pedido de algunos de tus productos. Por ejemplo, con Channable puedes establecer una regla donde establezcas el porcentaje de stock que quieres enviar.

<img class="alignnone size-full wp-image-21647" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/8tbd45cfRpiZxmJmJm1w" alt="" width="1147" height="642" />

Por ejemplo, puedes enviar solo el 80% del stock disponible si el stock es mayor de 10.

Además, si estás utilizando la conexión API de Channable con Google Shopping o algún marketplace, puede que te interese utilizar las <a href="https://support.channable.com/hc/es/articles/360040097273--Qu%C3%A9-es-la-configuraci%C3%B3n-de-programaci%C3%B3n-" target="_blank" rel="noopener noreferrer">actualizaciones extra</a> para poder actualizar la información hasta 24 veces al día. Esto te garantiza manzar la información del stock de forma más frecuente a los marketplaces, teniendo los stocks bajo control.

También puedes destacar ciertos productos y limitar los que no están funcionando tan bien. Amazon por ejemplo está dando prioridad a los productos sanitarios y de primera necesidad. Otro tipo de productos puede que sean enviados más tarde.

**3. Envíos gratuitos**

Deberías tenerlo en cuenta si te lo puedes permitir. Los envíos gratuitos son un incentivo que ayuda a los usuarios a decidirse por ti. También puede aplicarse para un pedido mínimo. Esto puede <a href="https://support.channable.com/hc/es/articles/115002827265--Cu%C3%A1les-son-las-reglas-m%C3%A1s-comunes-" target="_blank" rel="noopener noreferrer">hacerse fácilmente con las reglas de Channable</a>.

**4. Minimiza el contagio del virus en los envíos**

El virus se contagia por contacto humano. Las posibilidades de ser infectado a través de un paquete son mínimas. Sin embargo, para estar totalmente a salvo es conveniente tirar todo el material de envoltorio y lavarse las manos inmediatamente después. Es importante que informes a tus clientes sobre el tema.

Todavía no está claro cuánto tiempo sobrevive el virus en superficies y productos, pero ante la duda, mejor ser prudente.

**5. ¿Demasiado tiempo libre? **

Si al pasar demasiado tiempo en casa se te agotan las opciones de qué hacer y cómo entretenerte, es un buen momento para formarte o aprender cosas nuevas. Puede que ya utilices Channable pero no conozcas todas las opciones que puede ofrecerte. Puedes experimentar con opciones más avanzadas, como <a href="https://support.channable.com/hc/es/articles/360001176014--C%C3%B3mo-puedo-utilizar-la-informaci%C3%B3n-de-mi-Analytics-en-mi-feed-" target="_blank" rel="noopener noreferrer">utilizar la información de Google Analytics en el feed</a> de datos. Si ya estás utilizando la <a href="/es/productos/herramienta-sem" target="_blank" rel="noopener noreferrer">herramienta SEM</a>, ¿qué te parece incluir sitelinks, extensiones de precio o anuncios adaptables?

Channable cuenta con muchos <a href="https://www.youtube.com/playlist?list=PLyNi8y8JHMwkZtaE7DPwXqwCeujD_Yo-h" target="_blank" rel="noopener noreferrer">webinars y tutoriales</a> que te permitirán sacarle el mejor partido a la herramienta.
<h2>Mientras tanto...</h2>
Esperamos que estos consejos te resulten útiles. Y sobre todo, esperamos que te encuentres bien y a salvo. ¡Desde Channable te deseamos lo mejor en este periodo tan excepcional y te enviamos la mejor de nuestras sonrisas! ¡Mucho ánimo!

Tienes dudas sobre este artículo? Por favor <a href="/es/contacto" target="_blank" rel="noopener noreferrer">contáctanos</a> o revisa nuestros artículos del <a href="https://support.channable.com/hc/es" target="_blank" rel="noopener noreferrer">centro de ayuda</a>.


The effect of the current pandemic on eCommerce and Channable

There are many shipping methods, matching the different types of customers you have. Many consumers look for the most reliable shipping method, although the price also influences the choice of the chosen shipping.

For instance, many Americans prefer faster shipping over having the absolute cheapest option. Of course, delivery time is a determining factor to a certain extent. The large online retailers and their express delivery methods have made everyone, as consumers, more and more demanding in this regard. 44% of consumers perceive same-day delivery as a sign of trust and are willing to pay more for this method.

We understand that with so many options it can be overwhelming to make a choice and meet all the requirements demanded of your clients. However, we are here to help you make that choice! Below is a list of 6 key points to help you create a strategy that best suits your online shop.
<h2>6 key points to consider when creating your shipping strategy</h2>
**1. Carriers and shipping methods **

Not all products sold online today have the same characteristics. When considering the most appropriate shipping method for the items you sell in your online shop, you should not only focus on the product itself, but also on consumers. What kind of customers do you have?

Depending on the type of customer and the type of product, consumers will not be surprised to have to wait a couple of days until they receive their order. Therefore, a carrier with ultrafast shipments and very expensive rates may not be the best choice. Some customers will focus more on economic factors than on delivery time, while others will simply take what is presented. Our tip? Know your customers and their needs, and then offer the best method to meet their needs.

**2. Shipping costs**

Shipping costs are one of the most decisive factors when completing a purchase process. The US is a particularly demanding country with regard to shipping costs.

Free shipping is the best option to get customers to complete their purchase. However, you have to take into account certain factors so that absorbing shipping costs on behalf of the customer does not result in losing money.

Free but controlled shipping costs are an excellent marketing strategy to target who can access free shipping without a loss for your business. For example, shipping can be free or not depending on the location, weight, and total of the order.

In the US, a common practice is to offer free shipping when standard delivery is chosen or if a product is over $20, for example, but may require payment in other countries or for an expedited option.

When determining different methods, consider the all rates that carriers apply and stay within a margin that benefits your business.

**3. Automating the shipping process**

It is estimated that the average time spent processing an order is around 10 minutes. From the moment a new order enters the system until the package is ready to be picked up, the carrier must perform a series of tasks that many retailers continue to handle manually. However,<a href="https://www.sendcloud.com/process-orders?utm_source=Blog&amp;utm_medium=referral&amp;utm_campaign=blog_channable" target="_blank" rel="noopener noreferrer"> automating the shipping process</a> can save up to 3 minutes per order.
<ul markdown>
 	<li>Shipping rules: configure custom shipping rules to detect the appropriate shipping method for each type of order.</li>
 	<li>Automated pick-ups: with an automatic shipping list you can instantly schedule a pick-up for your orders once enough have been placed.</li>
 	<li>Creating and printing labels: nobody should be “copy and pasting” or typing the addresses of clients separately. Automatically creating a label list is essential to help the flow of your products.</li>
 	<li>Documents, tariffs, and taxes: the bane of every retailer, customs and tax forms, invoices, and personal income tax / VAT. There are now tools available to automatically generate these documents.</li>
 	<li>Automated update emails: no longer will you have to worry about keeping the customer aware of the purchase process, as these emails are automatically sent at predetermined intervals, updating the status of the order at all times.</li>
</ul>
<img class="alignnone size-full wp-image-20693" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/RApkF27KTUiHRZAaWDQv" alt="Emails seguimiento pedidos" width="2392" height="1028" />

**4. Tracking emails**

A satisfying shopping experience does not happen by just clicking a button and filling in some fields. Up to 90% of follow-up emails are opened and read. This presents an opportunity to promote other items, sell more items, and build customer loyalty.

One sneaky idea is to add related articles, banners, or information about your business in the mail with the shipping information. The chances of customers opening and seeing this information will be high.

![article-image-ckgijxfko06np0b07eik47qtn-9485.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/CThAg2SSRTSGcfClf5er)

**5. Return strategies**

67% of consumers read the return policy before deciding to buy from an online shop. For 84% of them, this is one of the most important factors when making a purchase online. It is important that the customer can access clear policies about the return period of a product and what are the options to return it. Your return policy must appear in a visible place on your website and be written in a clear and concise manner.

<a href="https://www.sendcloud.com/return-portal?utm_source=Blog&amp;utm_medium=referral&amp;utm_campaign=blog_channable" target="_blank" rel="noopener noreferrer">Create your own return policy with different methods</a> for different countries or types of shipping, offering options that fit the needs of your customers. Can you afford to offer free returns or should return costs fall on the customer? Depending on the nature of your products, you can also consider a subscription model that includes free returns to subscribers as an advantage of their membership.

Finally, it is important to create an organized and detailed return form. Collecting the reasons for each return, which specific products are returned and the reason. Just as you manage each order that leaves, you must keep track of each item that is returned.

<img class="alignnone size-full wp-image-20703" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/3Y232MpQvJYUgOQLOhQ0" alt="Devoluciones de pedidos" width="1288" height="1103" />

**6. International strategy**

Many online shops want to take the international leap and introduce their business abroad. A good international strategy may begin with the <a href="/blog/blog-amazon-netherlands-whattoexpect-howtoprepare" target="_blank" rel="noopener noreferrer">Amazon EU seller programs</a>.
The most important points to consider for a good international sales strategy are the following:
<ol>
 	<li>Negotiating international rates is essential when agreeing with carriers on shipping rates abroad.</li>
 	<li>Transparency in shipping methods and delivery times is another factor to consider. Customers want to know the details about delivery time and shipping costs before making a purchase. This way you will avoid abandoned carts from unexpected expenses or duty tax fields that can appear at the last moment.</li>
 	<li>Applying for European legislation is essential when you are going to make international shipments within the European Union. <a href="https://europa.eu/youreurope/citizens/consumers/shopping/shipping-delivery/index_en.htm" target="_blank" rel="noopener noreferrer">Check with the official website of the European Union</a> to ensure that your shipping process meets the requirements.</li>
</ol>

How to create a successful shipping strategy

Social media networks have become an everyday norm for a large portion of the globe. Whether it’s a way to kill time when you’re waiting, discovering new products or hobbies, or a way for you to keep in touch with your loved ones. People are spending hours a week on their devices. <a href="/blog/blog-why-integrate-social-media-into-your-marketing-strategy">No wonder social media platforms</a> are becoming the hot spot for businesses to reach and connect to their audiences.

Keeping on top of all the networks and how to advertise on them can be a struggle. Being visible and found on social media networks is a full-time job. Using an optimized product catalog feed can save you time in getting started, so you can concentrate on converting viewers. This comparison of the biggest social media networks (<a href="/integrations/facebook-product-feed">Facebook</a>, <a href="/integrations/instagram">Instagram</a>, <a href="/integrations/pinterest">Pinterest</a>, and <a href="/integrations/snapchat">Snapchat</a>) can give you a good indication of which platform will work best for your offering, and help you generate an optimized feed to advertise faster.

![channable---Réseaux-sociaux-pour-le-E-commerce-EN.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/9upbXbgwSCFTzRb65GpQ)

If you would like to read more about <a href="/blog/blog-why-integrate-social-media-into-your-marketing-strategy">advertising on social media platforms</a> or <a href="/blog/blog-get-the-most-out-of-pinterest-advertising">advertising specifically on Pinterest</a>, Channable has written a few <a href="/blog">blogs</a> on the subject.

Itching to get started with advertising on social media channels with Channable? <a href="/signup" target="_blank" rel="noopener noreferrer">Sign up for a free trial account today</a> and <a href="/contact" target="_blank" rel="noopener noreferrer">get in touch</a> with the team to schedule a free demo.

<em>Read this in <a href="/nl/blog/infographic-hoe-kun-je-jouw-social-media-advertising-synchroniseren-met-je-online-winkel">Dutch</a> or <a href="/de/blog/infographic-synchronisieren-sie-ihre-werbung-auf-social-media-mit-ihrem-online-shop">German</a>.</em>

How to sync your social media advertising efforts with your online shop [infographic]

The best ecomm strategies include these 7 easy-to-implement tactics that help you to:

*   Show up in the right place at the right time
*   Select and sell on multiple shopping portals with a click of a button
*   Use inexpensive online advertising more effectively to promote your products
*   Automate the process with real-time order to delivery information at your fingertips

7 tactics to increase profitability from eCommerce stores

Italy is one of the fastest growing European countries for eCommerce. According to the B2C E-Commerce Observatory, eCommerce in Italy generated €27 billion in 2018, showing an increase of 16% compared to 2017.

Channable wants to help shed some light on this, potentially unknown market for your business. You can read more details about the situation of eCommerce in Italy, such as what payment methods are the most used, which sectors are the most demanded, and, above all, which platforms are the most in demand.
<h2>What are the benefits of selling online to the Italian market?</h2>
<ol>
 	<li>You will find less competition than other markets with more experience in eCommerce, such as Germany and the United Kingdom. Around 20% of online stores generate 70% of online sales. With much less competition, it will be easier to stand out.</li>
 	<li>The mentality of the Italian buyer is changing. Every day there are more and more online shoppers and more purchases are being made on smartphones. Currently, about 24 million people shop online in Italy.</li>
 	<li>Italian brands cannot address this increased demand, so there is room for foreign brands that offer new and innovative products.</li>
</ol>
<img class="alignnone size-full wp-image-20243" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/KZqyqe6lTj24aMp2rkm2" alt="eCommerce in Italy" width="2923" height="1689" />
<h2>The Italian market, how does it work?</h2>
<ul markdown>
 	<li>**<em>Payment methods</em>**</li>
</ul>
You should consider the following payment methods. According to Icepay, you cannot ignore the Italian CartaSi credit card if you want to sell your products and services in Italy. Together with MasterCard and VISA, they are the most used cards. We must also highlight PayPal and payment on delivery or payment upon delivery. Prepaid cards such as Postepay or Italian mail are also common.
<ul markdown>
 	<li>**<em>Purchase hours</em>**</li>
</ul>
You should not forget that in Italy there are big differences between the north and the south. An example being work schedules. In the north they usually finish work at 6:00 pm, while in the south they end much later because of the break for lunch. Translating to online shopping schedules that are also different.
<ul markdown>
 	<li>**<em>Catalog in Italian, YES or YES</em>**</li>
</ul>
The vast majority of the population speaks Italian, so they will feel more comfortable completing the purchase if the information of the products or services is available in Italian. Therefore you should consider the option of translating your webshop, especially if you use comparison websites such as Google Shopping.
<ul markdown>
 	<li>**<em>Amazon, the indispensable marketplace</em>**</li>
</ul>
As in many other countries, Amazon is one of the undisputed leaders in the Italian market. You should not forget that with the Channable API connection you can send <a href="/integrations/amazon-product-feed" target="_blank" rel="noopener noreferrer">your listing of products to Amazon</a> in minutes.

Other very used channels are Zalando, eBay, Wish, ManoMano and Privalia, which we also have connections with all these online platforms. You can send your optimized and updated product listing through a feed or API connection, depending on the channel. Check all the <a href="/integrations?country=italy" target="_blank" rel="noopener noreferrer">list of channels available in Channable</a>.
<ul markdown>
 	<li>**<em>Most used shipping companies in Italy</em>**</li>
</ul>
Regarding the ranking of the most used shipping companies in Italy, we can highlight these 6: DHL, BRT, TNT, Savino del Bene, CEVA and Saima Avandero.

If your eCommerce webshop is developed with PrestaShop, Magento, Shopify or Woocommerce, you may want to know that we have <a href="/products/marketplace-integrator" target="_blank" rel="noopener noreferrer">order connections</a> with all of them. That means that you can manage Amazon and eBay orders directly in your webshop, centralizing marketplaces orders in one place and making their management much easier.

As you know, shipping products can be the best point of contact with the customer. That's why you might be interested in using a platform like <a href="https://www.qapla.it/en" target="_blank" rel="noopener noreferrer">Qapla</a>. Thanks to this Italian tool you can take advantage of the delivery of the order status to include information on other products, increasing the possibility of doing upsells and cross sells, improving this way the brand awareness and loyalty.
<ul markdown>
 	<li>**<em>Most demanded sectors</em>**</li>
</ul>
The sector with the highest growth in eCommerce in Italy compared to 2018 figures is for the food sector, which has grown 40%, followed by the home and decoration sector, which increased by 30%. However, we cannot forget that tourism, fashion, electronics and the beauty sector still reign.
<ul markdown>
 	<li>**<em>Other advise</em>**</li>
</ul>
Italian consumers have high expectations about customer service, but they are often patient, they have no problem with receiving orders in 3 or 5 days. However, on many occasions they assume that shipping will be for free. In addition, it is important to offer simple solutions for returns, especially for the fashion sector where returns are around 40%.
<h2>eCommerce in Italy, last figures</h2>
According the the last "Osservatorio eCommerce B2C 2019" (Osservatori Digital Innovation - Poli.Mi. and Consorzio Netcomm), online purchases in both Italian and foreign online shops have reached 31.6 billion euros, which represents a 15% increase from 2018. The purchase of products has increased by 21%, compared to the purchase of services, which has only increased by 8%. This phenomenon has caused a considerable increase in the number of shipments. In terms of transactions, the value of the purchase of products has reached 18 billion euros, compared to 13.5 billion generated in the services sector.
<h2>Where to start?</h2>
It is true that breaking through into a new market can be intimidating. But if you have enough information that allows you to control the situation, everything will be easier. It is always good to start with a SWOT analysis, which allows you to discover the weaknesses, strengths, threats and opportunities of your company to face that new market that you want to explore. We hope that the indications offered in this article about the situation of eCommerce in Italy will help you to configure this analysis and future strategy of your company in the Italian market.

The keys to expanding your online business in Italy

<p style="text-align: left;">It’s beginning to look a lot like Christmas, especially in the world of eCommerce. Which also makes it more important to distinguish your offers from competitors.With our last-minute tips, you can easily upsell your business this season and make customers fall for your offers. 'Tis the season for promotions, services, and offers online shoppers can't resist.</p>


[caption id="attachment_19015" align="alignnone" width="800"]<img class="wp-image-19015 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NajjTqrAQrC7O7u7X96R" alt="Last minute holiday tips" width="800" height="1333" /> Our list to finish the year strong[/caption]

6 jolly last-minute tips [infographic]

Running ads on <a href="/integrations/facebook-product-feed">Facebook</a> and <a href="/integrations/instagram">Instagram</a> is one way to go, giving you the chance to reach the right people this season. Learn more about the power of these platforms and how you can use your holiday catalog last-minute to create ads that capture attention in no time.

<img class="aligncenter size-full wp-image-18324" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/IwH0ymEoTZSg4xXmvVO9" alt="" width="800" height="1014" /> <img class="aligncenter size-large wp-image-18330" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/vHOXIOzeRXegfDuB55Du" alt="" width="788" height="1024" /> <img class="aligncenter wp-image-18335" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Q9rRN1b6S92WOyWhhURM" alt="" width="800" height="1185" />

Last-minute Christmas Ads for eCommerce [infographic]

Get ready to reach more customers, sell more, and still relax this sale season.

<img class="aligncenter size-full wp-image-15271" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ISlJCWtBStiIPSmrlSvL" alt="" width="800" height="2133" />

Feel free to share this infographic on the social media network of your choice.

Channable offers connections to more than a thousand marketplaces and comparison websites around the world. Take a look at the <a href="/integrations">different possibilities</a> that you have in Channable and choose the ones that fit best with your online sales strategy this summer.

Tips for Summer Sale [infographic]

If you are working in <a href="/integrations/google-adwords-tool">Google Ads</a> or <a href="/integrations/microsoft-advertising">Microsoft Advertising</a>, you’ll no doubt know their character limits by heart: 30 for headlines and 90 for descriptions. But what does that look like visually?

We know you are busy people and don't have time to count each character - especially if you’re using dynamic fields in Channable’s ad generators. Therefore, Channable has included a visual warning in the SEA tool template builder for when you exceed the limit.

The visual warning will turn the field in question red and will notify you what the character limit is. Even better still, if the error occurs because you are using a dynamic field (those blue and pink ones), Channable will display which percentage of the values exceed the character limit.

<img class="alignnone size-full wp-image-15225" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/YkKyowfREGHumMMGggDy" alt="" width="1000" height="548" />

For instance, if you decide to use the title field as the headline 1, but 10% of your titles are longer than 30 characters, Channable will display a warning reading “Around 10% of values are longer than 30 characters”. This will save you jumping back and forth between the preview and the ad groups steps. To fix fields that exceed character limits, you can either create rules to shorten the values or use the handy back-up templates.

The character limit percentage warnings will be displayed in the ad template section AND the sitelinks section.

Make your ads more relevant, faster, and error-free with <a href="/products/ppc-tool">Channable’s SEA tool</a>. Curious to know more about how you can benefit from ad generation and Channable’s SEA tool? Get in <a href="/contact">contact </a>with one of Channable’s sales representatives for a <a href="/demo">demo</a>.


Be limited by characters no more!

Bing may be responsible for a modest <a href="https://gs.statcounter.com/search-engine-market-share/all/united-kingdom" target="_blank" rel="noopener">7.24% of the share from the search engine market in the UK</a>. But at the beginning of 2018 the search engine platform was counting, on average, <a href="https://secure.bingads.microsoft.com" target="_blank" rel="noopener">6 billion monthly searches</a>. Therefore, there is no need for us to explain why there is definitely huge potential in using Bing Ads to reach your customers. Before telling you how to master Bing Ads and explaining to you how Channable can rock your Bing Ads, here is a little bit more insight into the service.
<h2>What are Bing Ads?</h2>
Bing Ads is essentially Microsoft’s version of Google AdWords. Similar to AdWords, Bing Ads is a pay-per-click (PPC) advertising system. It is part of the web search engine called Bing. Signing up to Bing Ads is free, you’ll pay only when someone clicks on your Text Ads. As Bing says: “no click, no charge”.
<h3><em>Text Ads</em></h3>
Once you’ve created your Text Ads in Bing, they will appear on the top or to the right of Bing, Yahoo, and MSN search results.
<p style="text-align: center;"><img class="alignnone wp-image-9920 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NaT8jbT361rGWTIjudCA" alt="" width="600" height="405" />
<em>How a text ad appears on Bing.</em></p>
<p style="text-align: left;">Your ad position will be determined by different factors such as how high your bid is compared to your bidding competitors, your click-through rate or how closely your ad and website fit with the keyword. Similarly to AdWords, you can target your ads to geographic locations, times or days of the week, etc.</p>

<h3>**<em>Product listing Ads</em>**</h3>
Again, similar to Google, you can create Bing Shopping ads and use Shopping Campaigns to organize, manage, and bid for your Product Ads. Like with the Google Merchant Center, the Bing Merchant Center allows you to create Product Ads for each of your items. Product Ads showcase your items in a larger format with images, text, pricing, etc. Don’t mistake them with Text Ads (see the above picture for an example).
<p style="text-align: center;"><img class="alignnone wp-image-9925 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/qnpjJuVmQty2PXRNFevY" alt="" width="600" height="405" />
<em>How a Product Ad will appear on Bing.</em></p>

<h2>Why should you use Bing Ads?</h2>
Of course, you don’t tell someone to “Bing” something but rather “Google” it. However, there are still good reasons for you to start using Bing Ads:
<ul markdown>
 	<li>Bing Ads can connect you to millions of internet users that are NOT using Google.</li>
 	<li>The competition is lower than AdWords and therefore Bing Ads is known to be “cheaper” than AdWords.</li>
 	<li>If you're already using Google Adwords, you can easily sync your campaigns to Bing Ads, but this comes with constraints*.</li>
</ul>
* <em>Imagine you want to create a specific campaign for Bing, this option will prevent you from it. But if you are using Channable and our SEA tool, you can copy your ads’ templates to the Bing Ads generator and still manage your ads specifically for Bing exactly as you want them to be.</em>
<h2>Bing Ads within Channable</h2>
Maybe you already know that Channable has a <a href="/products/ppc-tool" target="_blank" rel="noopener">special SEA</a> tool that enables you to create thousands of dynamic ads for AdWords based on the information in your product feed. Therefore we thought, why not offer a similar feature for Bing Ads!
Here a handful of reasons why it’s a good idea to use a tool like Channable to create your Bing Ads:
<ul markdown>
 	<li>The SEA tool is very intuitive and user friendly, which helps you to create your campaigns effortlessly.</li>
 	<li>Automatically create thousands of customized Bing Ads based on your feed with the ad template.</li>
 	<li>Everything will be updated automatically: Channable retrieves all new information from your feed daily or even up till every hour and updates your ads accordingly.</li>
 	<li>New items are automatically added, into the right campaign and ad group, and with the correct advertisement.</li>
 	<li>You decide which (dynamic) attributes you’d like to use in your text ad (i.e fluctuating price, brand, title or stock).</li>
 	<li>Create your own A/B testing template: generate different ad templates for your items in just a few clicks to see which ad performs better.</li>
</ul>
In Channable, there are two ways to easily generate your Bing campaigns.

1) As mentioned above, you can copy rules and templates from Channable’s AdWords generators into your Bing Ads generators. After that, you can fine-tune the ads for Bing, within Channable, in anyway you like.
<p style="text-align: center;"><img class="alignnone wp-image-9926 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/EHzyTZGdT6adCDKTVPpg" alt="Bing Ads Channable" width="600" height="372" />
<em>Push thousands of custom ads for all of your items to Bing.</em></p>
2) Generate your campaigns for Bing from scratch, based on the feed containing all your items’ information. The first step in creating ads is selecting the level on which you want your campaigns to be generated (i.e. brand level - would create a campaign for every brand in your feed). The next step is to simply construct your Bing ad groups, ads, keywords and negative keywords. Channable’s Bing ads generators and templates make advertising with Bing simple and easy to implement.
<p style="text-align: left;">So, if you already know <a href="https://support.channable.com/hc/en-us/categories/115000528889-Dynamic-Ads" target="_blank" rel="noopener">how the SEA tool works within Channable</a> you can get started right away! If you don’t have yet a Channable account, <a href="/signup" target="_blank" rel="noopener">sign up here</a>. If you do, <a href="/contact">contact us </a>to enable the Bing feature for you and start setting up your Bing campaigns, as it works pretty much in the same way! Awesome, right?</p>

Why you should consider using Bing Ads

Automate your PPC strategy with Channable. Learn how to boost efficiency and performance across channels with intelligent ad automation.

PPC Automation | Channable Blog

Master PPC Automation with Channable. Learn how to streamline and scale your Google Ads campaigns with data-driven insights and smart tools.

Google Ads | Channable Blog

Automate your Bol Ads with ease. Discover how Channable’s PPC Automation tools boost visibility and efficiency for Bol marketplace campaigns.

Bol Ads | Channable Blog

Simplify Amazon Ads with PPC Automation. Channable’s smart tools help you optimize bids, scale campaigns, and grow sales across Amazon.

Amazon Ads | Channable Blog

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Insights and Analytics | Channable Blog

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Performance Segmentation | Channable Blog

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Dynamic Image Editor | Channable Blog

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Multichannel eCommerce | Channable Blog

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API and Marketplaces | Channable Blog

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Feed Management | Channable Blog

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CSS | Channable Blog

Explore Channable’s solution page for smarter eCommerce covering PPC, feed management, multichannel marketing, and more. Optimize every step.

Solutions | Channable Blog

Stay in the loop with Channable’s event coverage. Discover key takeaways, trends, and highlights from top eCommerce industry gatherings.

Events | Channable Blog

Watch Channable’s webinars for practical tips on feed management, PPC, and multichannel eCommerce, straight from experts.

Webinars | Channable Blog

Catch up on Channable’s Media page for events, webinars, and podcasts featuring expert insights and stories from the eCommerce world.

Media | Channable Blog

Get the latest news from Channable's product releases, company milestones, team insights, and what’s coming next.

Company Updates | Channable Blog

Master Google Shopping PPC with step-by-step guides on feed optimisation, smart bidding, campaign structure, and scaling profitable ads.

Google Shopping PPC | Channable Blog

Guides on multi-client feed management for agencies and teams. Streamline workflows, scale feed optimisation, and reduce manual work.

Multi-Client Feed Management | Channable Blog

Explore in depth guides that break down complex topics into actionable insights. Our guides deliver step-by-step, expert tips, and educational resources to help you optimize performance, solve problems faster, and make smarter decisions.

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Marketplace Growth Podcast | Channable Blog

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Whitepaper

[Miravia](https://www.miravia.es/) is a relatively new marketplace that launched in the Spanish market in November 2022. Since then, its growth has been unstoppable, becoming one of the most popular apps in Spain. 

Although the original idea was to focus on products within the fashion and beauty sectors, they have gradually incorporated new categories, making the marketplace increasingly comprehensive. However, their focus remains on lifestyle products. 

Miravia aims to bring together brands, consumers, and content creators in one space, fostering innovation. Among its standout features are the production of exclusive content by influencers and virtual tools to try out products. 

With a value proposition centered on experience and lifestyle, the products offered are oriented towards the mid to high-end market. The target audience consists of young Spanish consumers, aged 18 to 35. Miravia aims to provide a unique shopping experience, offering access to the latest trends in fashion, beauty, and lifestyle. To achieve this, the platform includes tools that allow brands to customize their stores, special campaigns to drive traffic to the marketplace, and integrated logistics. 

Miravia seeks to captivate Spanish consumers with high-quality products and connect customers and sellers in an advanced way. The platform is committed to supporting local sellers and Spanish brands in their digital expansion. Many renowned brands have already joined this initiative that promises to make a big impact, including Disney, Cecotec, Lego, Samsung, Dyson, L’Oreal Paris, Nivea, Braun, and Garnier.

## Why should you consider selling in Miravia? 
Here are a few reasons to add Miravia to the list of marketplaces you could start selling. 

## 2023, Miravia's first full year in the Spanish market, is a year full of great achievements: 

- TOP 5 in eCommerce platforms in the Spanish market
- ‘Marketplace Revelation 2023’ award 
- Most downloaded app for over 7 months in the shopping category
- TOP 3 highest-rated app
- TOP 5 most used app
- Exponential growth since December 2022
- Over 8,000 sellers and 800 brands selling through Official Store

![Promociones-en-Miravia-min.jpeg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NpQDNfeRTt2nNWQQhNQy)

## Take advantage of the buzz this Marketplace is generating
As we mentioned earlier, Miravia is the talk of the town. One of the main reasons is due to the significant investment made by the Alibaba group for its launch. Therefore, if we add the lack of competition to the strong advertising investment being made, we have the perfect combination to decide to sell on Miravia.

## Improve your visibility as a local brand
One of Miravia's objectives is to offer more visibility to local sellers and national brands. One way to achieve this is by providing the possibility of creating official stores, where brands can design their own stores or virtual showcases, allowing all the products of a particular brand to be found in one place. Needless to say, this offers extra visibility to brands compared to retailers or intermediaries.

These official stores make navigation within the products of the same brand much easier, creating a more personalized and unified shopping experience.

Moreover, as Jorge Peláez, CEO of Farma2go, mentions in the following success story, Miravia gives much more visibility to the seller. In other marketplaces, the seller is much more unnoticed, and the purchase is practically anonymous. However, on Miravia, the seller has much more prominence.

![Farma2go-vendiendo-en-Miravia-min.jpeg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/blqFf8MR56MrbFBgmIyQ)

## Including your product catalog on Miravia has no fixed cost
If you want to sell on Miravia, there will be no fixed costs associated. You will only pay commissions on what you sell, and these commissions are cheaper than on other major marketplaces. They range from 6% to 15% depending on the category and the type of seller. This allows you to try the platform without fixed costs and without needing to invest a lot of money.

Additionally, they offer the option to handle logistics (Delivery by Miravia), which can be a more convenient option for many sellers. In fact, this is the default option offered.

## Official Store or Marketplace: which type of store to choose?
To sell on Miravia, you should keep in mind that there are two types of stores:

1. Mall or Official Store: This type of store is exclusively for brands. Therefore, if you are not the brand owner or do not have exclusive distribution rights, this option is not for you.
![Tienda-oficial-en-Miravia-min.jpeg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/rrmMJiLuT9KwYA1eWm26)

2. Marketplace: This is the model we can find in other marketplaces like Amazon. It is designed for multi-brand sellers.

## What types of logistics does Miravia offer?
Like most marketplaces, Miravia offers two types of logistics channels:

1. Delivery by Miravia (DBM): In this case, Miravia takes care of the shipping, ensuring an excellent experience for both sellers and buyers.
2. Delivery by Seller (DBS): Here, the Miravia Seller is responsible for the shipping. It is important to ensure good service to avoid penalties from the marketplace. This logistics model must be authorized by the marketplace and is primarily intended for sellers of bulky, heavy products or those containing hazardous materials.
3. Logistics by Miravia (LDM): This is the platform's fulfillment model launched at the end of 2023. This model has been increasingly prioritized since the beginning of the year and has numerous advantages:

- Better organic positioning in search results
- Operational cost efficiency through Miravia's warehouse with very competitive storage and shipping rates
- Free and environmentally friendly packaging
- Compensation insurance (up to €2000 per product)
- Optional services: bubble wrap, relabeling, withdrawal, etc.
- For consumers, delivery is improved in many cases (2 business days in the peninsula and 1 business day in Madrid), with free shipping and the option to choose between home delivery or collection points.

![Logística-Miravia-min.jpeg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/6z3ieADlRxKj4khxZAA0)

To sell on Miravia, the options recommended by the marketplace itself are DBM and LDM. Additionally, these offer the most advantages:

- Miravia covers part of the shipping costs, especially resulting in a very competitive rate in the 0-5kg range.
- They take care of collecting the package from the seller's warehouse in the peninsula.
- You can create orders before 23:00 and they will collect them the next day.
- Deliveries are made within 24-48 hours.
- Sellers are not responsible for logistics disputes. Miravia takes responsibility.

## I want to start selling on Miravia. What are the first steps to follow?

The registration process to become a Miravia Seller is very simple.
1. First, you need to fill out the [following registration form](https://sell.miravia.es/home?source=pship_Channable).
2. Validation of your business. As mentioned before, there are two types of stores on Miravia: marketplace or official store. Depending on the one you choose, the documentation you need to provide will be different. Miravia will review all the information to ensure that your products fit with the platform. They will also evaluate your experience selling online.
3. Brand registration. To protect your products, it is important to register them as a brand. If you are not the brand owner but a distributor, you will need to prove that you have authorization from the brand to sell its products.
4. Setting up your store. Once you have been accepted as a Miravia Seller, you can start setting up your store. You will have an account manager to help you with all the steps you need to follow within the marketplace.

## How to integrate your catalog with Miravia
A fundamental step when selling on Miravia and setting up your store is integrating your catalog with this marketplace.

There are different ways to do this. You can do it manually or through one of the modules offered by your CMS. However, we warn you that these options will neither be the easiest to implement nor will they yield the best results.

There is also a way to integrate, optimize, and synchronize the catalog with Miravia automatically. At Channable, we have developed catalog integration with Miravia so that you can manage your catalog and orders centrally and without complications.

## How to configure your catalog with Miravia using Channable
Once you are a Miravia Seller, you can connect your catalog to Miravia through our [API connection](https://www.channable.com/products/marketplace-integrator).

## What to consider during the Miravia catalog configuration

- Categorize your products correctly. It is essential that your products appear in the correct category. To do this, you need to map your categories to those of Miravia. It sounds complicated, but you can do it in a few clicks.
- Optimize your product listing information. If you want your products to stand out from the competition and be attractive, you need to optimize your catalog information. You can use Channable's cause-effect rules for this. These rules allow you to filter products you don't want to sell, improve product descriptions and titles, modify prices, and much more.
- Pay special attention to photos. Miravia is very demanding with the quality of images and very strict with their dimensions.

Once the listing is configured, you can start sending products to Miravia. If there is any error in the product publication, a description of the error will appear, which you must resolve in the rules.

## Order connection with Miravia
To sell on Miravia, in addition to integrating your catalog with Miravia, it is also essential to add the order connection. This will allow you to manage all the orders coming from Miravia directly from the backend of your online store (regardless of whether it is developed with Magento, Shopify, or PrestaShop).

By managing all orders from a single place (you can use the order connection for other marketplaces like Amazon or Zalando, for example), you will maintain better control over your orders, save time managing them, and keep your stock synchronized with Miravia.

## Tips for selling on Miravia more organically
Miravia is a marketplace based on listings, so each seller has a different product page. Therefore, who will have greater visibility in search results? Of course, the one with the most optimized product page.

What kind of improvements can you make on the product page to [stand out and surpass the competition](https://www.channable.com/blog/mastering-marketplace-dynamics)?
- Avoid stockouts by keeping the catalog constantly synchronized.
- Group products with variants. This is especially important in categories like fashion, where it is recommended to group them by sizes and colors.
- Optimize the titles. Miravia allows titles of up to 250 characters. Pay attention to their structure, always adding relevant information such as the brand, model, and other attributes that help describe the product in more detail.
- Use attributes to enrich the product listings. Having them well-mapped will allow buyers to find your products using Miravia's search filters.
- Offer the best price.
- Ensure good ratios in the logistics service.
- Provide the best sales and after-sales management to guarantee positive user reviews.
- And last (but not least), strive to have the best decoration in your official store. It is your storefront within Miravia, don't forget that.

## Marketing Tools
Using marketing tools on Miravia is key to increasing the visibility of your products. These tools are diverse and through them, sellers have the opportunity to highlight new products, offer special discounts, or feature best-selling products. All these tools are available in the Seller Center (Marketing section). The types of tools available are:

- Store Promotion: Discounts on the entire catalog or part of the catalog where the seller has freedom over the percentage and the period. These discounts can be direct on the price or through coupons (regular or for new buyers). These promotions help increase the total basket and/or conversion rate.
- Launch Price: A tool to boost visibility and traffic for new products to start gaining better positioning.
- Miravia Campaigns: The best way to increase visibility and generate good performance metrics like reviews. These campaigns are divided according to their importance:
1. Mega: Special dates like Black Friday, Christmas, Summer Sales are part of this type of campaign. They are the most important campaigns on the platform.
2. A+: Also very relevant campaigns that include a variety of categories.
3. A: Focused on a specific category or brand launch.

- Sponsored Ads: Since the end of May, Miravia has a tool to position your products non-organically. This module is available to all sellers and among the benefits of using it are: increasing brand and/or product awareness, boosting sales, making decisions based on data through result monitoring, pay-per-click only, automation, and simplicity. There are three types of campaigns:

1. Automated: Choose a daily budget and the bid you consider competitive.
2. Specific Products: Select products manually, and the system chooses the most competitive bid for the seller.
3. Manual: The seller can create campaigns manually, selecting products and bids most convenient for them. 

One of its advantages is that it allows organizing campaigns to be more personalized as needed. One of the most important aspects of these tools is that Miravia offers you an 'Exclusive Dashboard' where you can analyze the most important metrics of your store and products so that sellers can make data-driven decisions.

## Miravia Academy
In the Seller Center, sellers have access to a training center called Miravia Academy, available to all sellers, where you can find all kinds of content from webinars and tutorials to infographics to become an expert on the platform.

## Could Miravia be relevant for a European Seller?
The answer is yes, for some months now, sellers/brands from the following countries can open a store on Miravia: France, Italy, Portugal, Netherlands, Belgium, Poland, Italy, Ireland.

Currently, Miravia is only available to Spanish consumers, but the Spanish market has shown exponential growth, up to 20% year after year in recent years, unlike the European market which has stagnated. Additionally, the Spanish market is worth over 40 billion euros, with an internet penetration rate of 90%. The age group that shops online the most is 16-34, which coincides with Miravia's target audience. Spanish consumers place an average of 4.7 orders per month, and more than 62% use marketplaces to search for products, with eight out of ten purchasing through these channels. This makes it a market with favorable conditions.

For these types of sellers, last-mile logistics becomes critical. Therefore, these sellers can activate our fulfillment service (LDM) as long as they verify that they have a Spanish VAT or operate through their own logistics (DBS) from their warehouses. In this regard, all we require is that the order preparation should be completed within 24 business hours and shipping time should be within a maximum of 5 days. We are increasingly seeing success stories from sellers in these countries and across various categories.

## Want to start selling on Miravia now?
If you want to know more details about our integration with this new marketplace, we encourage you to [request a demo with one of our experts](https://www.channable.com/demo). Or if you prefer, you can also [create a trial account in the tool](https://www.channable.com/signup).

How to Start Selling on Miravia

[TikTok Advertising](https://www.channable.com/blog/tiktok-shop-marketplace-social-commerce-growth) has become one of the most direct ways to reach modern shoppers. With billions of engaged users and unmatched creative potential, TikTok offers brands a unique path to awareness, engagement, and conversions. In this guide, you’ll learn how TikTok ads work, how to set up your first campaign, and how to optimize like a pro, so you can start generating real business impact fast.

## Key takeaways

- TikTok Advertising delivers high engagement and strong conversion potential.

- Easy-to-use ad tools help brands create authentic, high-performing content.

- Precise targeting and simplified setup make TikTok ideal for all skill levels.

- Best practices: hook fast, stay native to the platform, and use trend-based storytelling.

## Getting started with TikTok advertising
If you’re looking for an ad channel that combines scale, creativity, and conversion power, TikTok Advertising is a top contender. With 1.5+ billion active users and unmatched engagement levels, TikTok offers brands a unique opportunity to reach shoppers who are ready to buy. TikTok users are [1.5x more likely to purchase](https://newsroom.tiktok.com/en-sg/tiktok-is-the-platform-where-content-and-commerce-converge-helping-consumers-discover-and-make-their-next-purchase-sg) after seeing a product advertised on the platform.

In this guide, you’ll learn how to set up your ads in TikTok Ads Manager and follow proven tips to maximize your results.

## Why advertise on TikTok?
[TikTok](https://www.channable.com/blog/social-media-advertising) gives brands an energetic creative space so that they can reach audiences who want authentic content and not polished commercials. Benefits include:

**Effective engagement**
Short-form video inspires participation, comments, and shares for the best chance to create viral momentum.

**Creative ad tools**
TikTok’s built-in video editors, templates, and effects make it easy to turn simple footage into scroll-stopping ads.

**Outcome-based objectives**
Choose goals such as awareness, traffic, leads, or conversions, and optimize based on measurable results.

**Precise targeting**
Reach audiences by demographics, interests, behavior, or allow TikTok’s algorithm to automatically optimize your distribution.

**Robust reporting**
Dashboard insights and custom reports help you track performance and refine your strategy.

## How to advertise on TikTok​ in 7 steps

### Step 1: Create your TikTok Ads Manager account

1. Go to TikTok Ads Manager and sign up using your email or phone number.

2. Add business details: location, time zone, industry, and currency.

3. Switch to a Business Account in the app:
*Settings & Privacy → Manage Account → Switch to Business Account*

### Step 2: Set up billing and payment
Add billing details, tax info, and choose** manual** or **automatic** payments.

**Note**: Once automatic payments are selected, you cannot switch back.

### Step 3: Create a TikTok ad campaign
Click the red **Create Ad **button in your dashboard anytime to start building your campaign.

### Step 4: Choose your campaign objective
TikTok offers four simplified objectives:

![Blog TikTok Advertising - Image_01.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ja4DUHQT72xwWltrDgSA)
- **Traffic** – Drive visitors to your site or landing page.

- **Community interaction **– Grow followers, views, and engagement.

- **Lead generation** – Capture customer information via TikTok forms.

- **Website conversions** – Ideal for eCommerce brands focused on sales.

### Step 5: Select your target audience
Choose between:

![Image_02 (4).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NZx5vQ4xS82cjOg5sRQs)
**Automatic Audience**
Let TikTok choose the best audience based on your goals, creative, and performance data.

**Manual Targeting**
Refine by:

- Location

- Gender, Age, and Language

- Interests (e.g., beauty, fitness, gaming)

- Behaviors (likes, comments, interactions)

**Example**: A skincare brand can target users interested in “Skincare,” “Beauty Enthusiasts,” or users engaging with related videos.

### Step 6: Set your campaign budget and schedule

Your campaign budget is the amount that you’re willing to spend on running your ads. You can choose between a ‘Daily budget’ or a ‘Lifetime budget’. If you choose the first option, determine your daily ad spend (minimum $5) and how long you want your campaign to run. For flexible campaigns, choose the "No end date" option and stop it whenever you want.
Choose:

![Image_03 (2).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/LQBQRbpFQuCfWrSSKzSX)
- **Daily budget** – Min. $5/day

- **Lifetime budget** – Spend cap over entire campaign

Select a fixed end date or run indefinitely with the **No End Date** option.

### Step 7: Create your TikTok ad

1. Upload videos or build new creatives using TikTok’s templates.

2. Add ad text (12–100 characters; preview to avoid truncation).

3. Choose a CTA. Some examples of good CTA can be found below:

- Shop Now

- Learn More

- Sign Up

- Download Now

- Book Now

- Apply Now

- Contact Us

Click **Submit** to launch your ad.

## 3 TikTok ads best practices
### 1. Use the right content structure
As with all video ads, it’s important to have a hook, highlight your unique selling points, and end with a clear call-to-action. Here are some additional tips to make your ads stand out on TikTok:

- Hook viewers in the first 6 seconds with suspense or surprise to boost engagement and watch time.

- Introduce your product or value proposition within the first 3 seconds.

- Keep viewers engaged by making use of unique transitions, stickers, and graphics.

- End with a strong call-to-action so viewers know what action you want them to take.

**Pro tip**: Suspense or surprise in the first 6 seconds can drastically boost watch time.

### 2. Stay native to the platform
Using an ad that you’ve used on another ad platform on TikTok is setting yourself up for failure. The creatives that usually perform best are ones made specifically for TikTok. If you’re new to the platform, it’s a smart idea to spend some time watching popular TikToks to understand what works. To maximize your ad's impact, feature real people like creators, employees, or customers in a DIY, authentic style that resonates with TikTok's user-generated content.

### 3. Use trends as storytelling templates
Trends offer ready-made story frameworks. With 7**7% of users enjoying branded trend-based content**, tapping into current sounds, memes, or challenges can significantly increase engagement.

Explore trending formats in TikTok’s **Creative Center → Trends**.

**Tip**: [TikTok Ad Library](https://ads.tiktok.com/business/creativecenter/inspiration/topads/pc/en?rid=1qlfbuybx8z&period=30&region=NL) is a goldmine for high-performing creative examples.

## Learnings

- TikTok Advertising combines scale, creativity, and high-intent audiences.

- The platform’s tools and simplified Ads Manager make campaign setup fast.

- TikTok’s audience is conversion-ready and highly interactive.

- Authentic, trend-aware, fast-hooking content performs best.

- TikTok Advertising is essential for brands that want to grow in 2024 and beyond.

## The bottom line
TikTok Advertising gives brands a chance to show up authentically, creatively, and powerfully in front of highly engaged consumers. With the right content structure and a trend-aware approach, you can turn TikTok into one of your highest-performing channels.

Want to go deeper into social commerce and cross-channel ad strategies?
Explore more insights on the [Channable blog](https://www.channable.com/blog).


TikTok advertising: The complete guide

To delve deeper into the dynamics of this thriving marketplace, we sat down with Shakhil Shah, to discuss Allegro's operations and strategies. From customer demographics to seller insights, Shakhil offers valuable insights into Allegro's journey and its future prospects.

## Allegro is a popular eCommerce platform in Poland. Could you share some insights into your customer base, including their demographics and shopping behaviors?

Allegro has traditionally dominated the Polish market, boasting an impressive customer base of **19 million** active buyers in the region. 

With the recent expansion to allegro.com and Allegro.cz, our platform has become accessible to buyers and merchants across the EU. We've observed over 20 million visits per month, reflecting the platform's widespread appeal and consumer engagement.

## What types of products or sellers tend to perform best on Allegro, and are there any specific categories where you've seen exceptional growth?

Our platform covers 14 categories, with Consumer Electronics, Home & Garden, Fashion, Automotive, and Kids emerging as top performers. 

Allegro is the primary consumer touchpoint when buying online in Poland. Over 400m attractively priced offers from more than 140k merchants converted into GMV from Polish operations growing by 10.5% YoY in Q3. This is significantly faster than the country’s overall nominal retail sales, with over one-third of the GMV growth coming from high-frequency categories like Supermarket and Health & Beauty.

However, notable growth has been witnessed in Health & Beauty and Supermarket categories, especially in pet products. 

![image_01 (4).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/BqwTn5J0Qwi99EKjyzRB)

Allegro's value proposition resonates with consumers seeking convenience and competitive prices, driving substantial year-on-year growth in key segments.

## Are there any specific categories where Allegro has exclusive offers? What are your categories with the strongest seller and consumer base?

While categories like Consumer Electronics and Home & Garden traditionally attract strong seller and consumer bases, we're constantly exploring opportunities for exclusivity across various segments. 

Health & Beauty presents significant growth potential, aligning with evolving consumer preferences and market trends.

## For new sellers looking to get started on Allegro, what are the key steps and requirements they need to meet before listing products?

Getting started on Allegro involves creating an account and understanding the platform setup. We provide comprehensive resources, including registration guides and Allegro Academy courses, to facilitate a seamless onboarding process. 

Additionally, sellers must ensure competitive pricing, reasonable delivery costs, and efficient delivery times to optimize their listings' performance.

It's also worth noting that Allegro is more than just a marketplace to its consumers, it is also used as a product search engine, 34% of online shoppers in Poland begin their product search on Allegro compared to 26% using Google, however, what's interesting here is the conversions to sales, of the 26% using Google, 49% end up completing their purchase on Allegro.

## Can you give a few examples of common mistakes/pitfalls in the product data that sellers share with Allegro?

International sellers often grapple with challenges such as uncompetitive delivery prices or lengthy delivery times, which can deter potential buyers. 

![image_02 (2).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/TWUNSiVlQYuYHaualXrK)

It's essential for sellers to conduct thorough market research, optimize product data, and leverage Allegro's promotional tools to enhance visibility and sales, that said there are ways to improve this by becoming a SMART! seller and or using the One Fulfillment service by Allegro.

In addition to the above, while we do not make recommendations on how to price products on the platform, it is always worth looking at what competitors are selling the same product for, this is where its important to do research on similar products being sold on the platform and look at ways where you as a seller can offer added value to the customer. 

Finally, creating visibility is imperative to success, promoting, advertising and taking part in the various sales campaigns will help you grow your business.

## Can you tell us about any promotional tools or features that Allegro offers to help sellers increase their visibility and boost sales?

Allegro provides a diverse array of promotional tools, including participation in sales campaigns like SMART! Week and Black Weeks, along with self-service marketing and advertising options. 

Other than sales campaigns, we have various marketing and advertising tools available, most of these are accessible through the self-service tool on the platform. More information about the specific tools can be found on the [Allegro Ads Page](https://allegro.pl/ads/boost-your-sales-on-allegro).

These tools empower sellers to effectively showcase their products and capitalize on seasonal and promotional opportunities.

## Finally, how does Allegro plan to stay competitive and evolve in the ever-changing eCommerce landscape, and what opportunities can sellers look forward to in the future?

Allegro remains committed to expanding its presence across Central Europe, with upcoming launches in Slovakia, Hungary, Slovenia, and Croatia.
 
By delivering a compelling value proposition and fostering innovation, we aim to cement Allegro's position as the preferred destination for online shopping in the region. 

Sellers can anticipate continued growth opportunities and a dynamic marketplace environment conducive to success.

> It’s our aim that, by the end of 2024, shoppers all over Central Europe will be choosing their Christmas gifts on Allegro - Roy Perticucci, Allegro CEO, stated in the Q3 results press release.

Shakhil Shah has provided valuable insights into the value of Allegro, Poland's leading eCommerce platform, and its growth journey. 

With a keen understanding of customer behaviors, a diverse array of product categories, and a commitment to empowering sellers, Allegro may be the next channel needed in your multichannel mix. 

Check out more on you can get selling on [Allegro](https://www.channable.com/integrations/allegro) with Channable today.

Interview with Shakhil Shah and Allegro Marketplace

<h3>Tips on how to select the products for Amazon</h3>
<a href="https://www.amazon.co.uk" target="_blank" rel="noopener noreferrer">Amazon</a> is a marketplace with a very high sales potential, but how can you sell on it in a profitable way? The key to success is to choose the right products to display on the platform. Indeed, it is very likely that some of your items are not performing well on Amazon, while others sell like hotcakes. It is fundamental to carefully select the products you want to sell on Amazon. We’ve written a few tips on choosing which products to sell on Amazon:
<ul markdown>
 	<li>**Easy to ship products**
By choosing to sell small and light products, you can lower the shipping costs in your ads. The shipping cost has a big impact on the purchase decision of the customer; the lower it is, the more likely you are to sell the product.</li>
 	<li>**Products with prices that are not too low**
Amazon charges a cost-per-sale fee (CPS), which means you pay a fee every time you sell a product. Therefore, advertising a cheaper e.g. €2.00 product is not very profitable. Try to sell only products that are worth selling, taking into account the commission.</li>
 	<li>**Specific and targeted products, containing relevant and complete information**
It is much easier to sell a product called "15-inch MacBook Black Cover" than "Laptop Cover". Why? Even if the second title matches with many keywords used in the Amazon queries, it will hardly ever correspond to what the user is really searching for. Always try to give a complete description of the product, by listing its model, its color, its size, and so on, so that users already have an entire overview of the item before clicking on it. Of course, this depends on your familiarity with the products you want to sell. If they're already being sold on Amazon, this could mean that the content has already been provided by another supplier</li>
 	<li>**Products that match customers' wishes**
In order to give you a little insight into what sells best, Amazon created a "bestsellers" corner on its website. In this feature, all the top-selling products are listed by category. If you can advertise these items at a lower price than other merchants, then you’ll be sealing the deals!</li>
</ul>
In order to only send products with the highest selling potential, you will need a good tool to filter between the products that are going to be sent to Amazon and those that aren’t. Channable’s <a href="/products/product-feed-management-tool">data feed management tool</a> could save you loads of time here. How?

The biggest challenge for selling on Amazon is to get your product information right in order to meet the requirements of Amazon. Channable’s smart rules enable you to very easily optimize your product information to meet Amazon standards, which is extensive. Examples of how to use the rules can be found below.
<h3>Attribute builder for completing mandatory information</h3>
It can take a whole day to modify your information to Amazon’s standards by yourself, especially when you're selling products in many different categories. That is why Channable developed an attribute builder for Amazon. This feature helps you to easily match your product information with the requirements of Amazon. Here is an example of a shop with many different categories in Channable:

![01_Amazon Profit_Image_01_EN.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/znz60SAR1Kjeo0xJQAlf)

Once you click on one of these categories, you will see the different mandatory attributes in red (see example below). In order to help you, Channable provides you with a description of the required information needed for that column. You just have to click on the title, and you will see a suggestion of what the accepted values on that column are. You can then either map this column with a field from your feed (i.e. color field) or add a static value (i.e. if you sell only products for women, you can fill the column Department with “women”).

![02_Amazon Profit_Image_02_EN.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/xckAEMknTGOXpWyeSFvl)

<h3>Filtering products based on their size</h3>
The above tips can be applied to an example feed from an online cosmetics shop. Based on the above, only products that are worth more than €10.00 with a maximum size of 30 cm will be sold on Amazon. This restriction can be implemented with the following rule:

![03_Amazon Profit_Image_03_EN.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/jzQJvqWZS7S7lAcGnvoy)


By excluding these products, they are not permanently deleted from the feed, instead, they are just not sent to Amazon. If one of the products costs €9.00 today, it will be excluded. But if tomorrow its price increases to €11 on your online shop, it will be automatically sent to Amazon.
<h3>Filling in missing information with the rules</h3>
As mentioned above, products with complete information sell better. Complete missing information can also be done in the Channable tool:

![04_Amazon Profit_Image_04_EN.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/fDrNezQWSZSimSbAz6Ay)


In the example above, the field "color" was not filled for all the shop’s products. A rule can be created in the tool to retrieve this information from another field e.g. "description". This rule allows you to find a certain value in the product information and copy it to an individual field that is recognized by Amazon.

It is also possible to create rules based on the results in Analytics. This allows you, for example, to exclude products with a low conversion rate.

Now that you know how to implement a good strategy on Amazon, you can start filtering your products and selling them on the top eCommerce marketplace!

Amazon Ads is part of Channable's end-to-end marketplace solution, making it even easier for advertisers to access the benefits of Amazon PPC adverts. Learn how Channable can optimize and accelerate your Amazon PPC campaigns and how you can manage thousands of ads across marketplaces. [Sign up for a free trial today!](https://www.channable.com/signup)

Easy ways to make more profit on Amazon

It's getting colder outside and we are slowly approaching Christmas. Millions of people are looking for the perfect gift for their loved ones. As many people don't want to leave their house to participate in the Christmas shopping marathon, they order their presents from home - online. So the question is: Is your online store ready for the Christmas business? With these tips, we are sure you will succeed and sell more.
<h3>1. Your homepage</h3>
**Responsive design**
Ever tried to scroll from one side of a homepage to the other on a mobile device? Then you know - it's not fun. Nowadays, responsive design is a must for every homepage and online store. Make sure to offer your potential customers the best homepage experience and invest in a responsively designed website.

**Optimize website speed**
3 seconds is all you have - this is the maximum amount of time it takes a website user to leave when a page is not responding. Increase the speed of your website and improve your user experience to encourage browsing and purchasing.

**Christmas design and festive layout**
Get potential customers into the Christmas spirit. Change teasers and slideshows into a winter wonderland, feature seasonal products and display high-quality pictures, graphics and/or videos. These will grab the customer’s attention and result in a longer stay on your homepage, which could lead to higher conversion rates.
<h3>2. Products</h3>
**Promote best-sellers**
Do you have any best-sellers that continually perform well throughout the year? Make a special promotion presenting them as an "often bought by others" or apply a discount on those products. If they sell well during the year, they will probably also perform well over Christmas.

**Modify product descriptions**
Add value to your products with holiday-specific pictures or modified product descriptions. Add for example "Perfect for Christmas" or "the perfect Christmas present" etc. so your products appear on the search terms "Christmas" or "present".

**Stock**
Prepare for potential stock shortages! Get an alert before your stock falls to zero. By increasing your minimum stock level, you will be able to process your orders without stress or stock shortages. Exclude products which are out of stock to make sure that only available items are shown. You can update your data several times a day on those marketplaces to ensure that your products are shown with up-to-date information on price comparison sites, display ads or others. Another way to encourage customers to finalize their purchases is to post how much stock you have left.
<h3>3. Increase traffic</h3>
**Rethink your advertising strategy**
lure more visitors to your e-commerce platform with the help of Google AdWords or remarketing to reach a higher conversion rate. With Channable you are able to optimize your product feeds and even feed based text within minutes.

**Place your products on price comparison sites**
Consumers will compare your prices on the internet. So make sure to be found on any price-comparison site that is relevant for your business.

**Consider selling on marketplaces**
Have you just started a web store and people don't know about you yet? Then consider selling your products on online marketplaces. Each month, there are millions of unique visitors on Amazon, Cdiscount or eBay <a href="/integrations?channel=marketplace" target="_blank" rel="noopener noreferrer">(you can find more marketplaces here)</a>. Take advantage of their name, amount of visitors and customers to sell more!
<h3>4. Deliveries</h3>
**Communicate delivery times**
Have you ever been desperate for your package to arrive on time? Then you know how crucial it is to communicate the exact delivery time. Check the delivery deadlines with your couriers prior to guaranteeing delivery before Christmas to your customers. Communicate all the delivery times, even if they are after Christmas day.

**Free delivery and packaging service**
Free delivery is one of the top reasons to buy online and spend more money (as shoppers are saving on delivery costs). Also, make your customers happy by offering free gift wrapping, for example for Amazon you can easily share this information in Channable’s attribute builder. Regular shoppers will appreciate the service. Don't forget to buy enough wrapping paper and scotch tape!

**Return policy**
Offer free returns and a longer return period than usual. No need to stress people out during their Christmas break to return unwanted presents. Give them at least 30 days to return their unwanted gifts.

So, are you ready for this year's holiday shopping? If you need help on optimizing your product feeds, setting up your marketplaces or feed based text ads, let us know. We will support you by setting up your first product feed in our feed management tool. Test it now for free and ask for a demo from one of our experts. Happy Christmas selling everybody!

How to sell more: Get ready for the online holiday shoppers

Today, boxing day is more well known as the day after Christmas when the infamous end of year sales begin and the masses flock to the high street to subtly exchange those unwanted Christmas gifts. Luckily, shoppers can now enjoy the Boxing Day sales from the comfort of their sofa. But are you ready, as online retailers, for the final surge of sales for Britain and other commonwealth countries this year?

Channable’s data feed optimization tool means that you also won’t need to lift too many fingers because as, you’ll all know, rules to filter, optimize, and complete your product information are made in just a few seconds! So you can instead spend the day with loved ones, catching up on the new Doctor Who special or simply digesting. Here are some of our top rules for Boxing Day:

**Sales means sale prices**
If you’re going to participate in the Boxing Day Sales you will need to advertise on your sale price. <em>Note:</em> Make sure not to just change your price in Channable if you use feeds because the comparison website or other platform might reject your product if your ad price differs from your webshop. To add a sale price field in your import feed/own webshop and use this figure. You can either: use rules to copy the sale price into the price field…

<img class="aligncenter size-full wp-image-7443" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/0DUlWbZ5TQORT2qKmMHf" alt="" width="952" height="416" />

...or, in the finalize step, map the sale price to either the sale price field or the price field if there isn’t the sales price channel field (just make sure all your products include a sale price).

<img class="aligncenter size-large wp-image-7448" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/AOjrvqVRwGKRsSIml8AI" alt="" width="900" height="365" />

You could go one step further if you could choose to advertise products with a certain discount percentage. For example, you want to only push advertisement’s whose sale prices are 20% less than the retail price. You can do this by using the calculate rule. See our example below:

<img class="aligncenter size-full wp-image-7451" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/gIJOxBGBT2eI74VSzUA3" alt="" width="700" height="708" />

Above we calculated what the percentage is by creating a new mapping field (price_discount_percent), first subtracting the price from the sale price (to calculate the difference) then dividing the difference by the initial price and multiplying this value by 100. This was the end result:

<img class="aligncenter size-full wp-image-7452" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/aNFudli2T9OREtjc0JMO" alt="" width="286" height="238" />

This percentage field can now also be appended to the title. You can then decide what you would like to do with products that have an exceptionally high/low discount, perhaps a rule to exclude products which have a discount percentage which is too high or too low, or sell them at their normal price without the sales discount, or even sell high discount products on different channels. The possibilities are endless!

**Boxing Day AdWords Campaigns**
Modify your AdWords advertisements to include boxing day keywords, limited stock keywords and sale prices. Channable allows you to include dynamic ad customizer fields so you don’t need to constantly monitor all of your campaigns; then you can push them all with a few simple clicks!

<img class="aligncenter size-large wp-image-7453" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/AjgzuCF6QZWtY7J0dNXc" alt="" width="900" height="246" />

**Add size to the title when the stock level is low**
This is a great rule to include if you want to avoid wasting money on CPC when certain sizes are out of stock. Check out our simple Channable method to do this below:

<img class="aligncenter size-full wp-image-7454" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Ub11x113Rmmv8NOvaNXZ" alt="" width="969" height="496" />

**Prepare in advance!**
In Channable you can create rules now that can be paused until Boxing Day. This way you can fine-tune them and activate them at the right time, so you can have even more precious time to yourself on the 26th.

<img class="aligncenter size-large wp-image-7455" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/gu7MKSgCQKU1E9JMej1E" alt="" width="900" height="338" />

We even have rules that are based on a date if you have the promotional period in your data feed, so you don’t even need to unpause them yourself. Just create a rule that uses “if” the date is in the promotional range i.e. 26th December, “then” push the specific products with promotional values. You can even append certain expressions to the title for this specific period, like in the example below.

<img class="aligncenter size-full wp-image-7456" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/3AGosghzS06p49H5UxA3" alt="" width="827" height="490" />
<br><br/>
**Ensure you don’t run out of stock! **
Best case scenario, you sell everything! However, be sure to allow yourself a safety net to ensure that you can fulfill all those orders. Channable can offer to run your feeds multiple times a day at an extra price (contact us to find out more!). However, check with the channel first to see if running your feed multiple times is feasible, as it depends on the update time of your own data and the time the platform updates the information.

If you’re selling on a marketplace that uses an API connection and you have order processing active, you can include rules to exclude all products if your stock level falls below a certain amount.

Channable's top Boxing Day rules (aside from relaxing)

<h3>Een verschuiving in de vacaturemarkt</h3>
Vroeger keek je nog wel eens in de krant om een passende en leuke vacature te vinden, tegenwoordig gebeurt alles online. Niet zo gek ook, want de vacaturemarkt is een enorm dynamische en snelle markt geworden. Vacatures bereiken een steeds grotere doelgroep en het aantal reacties stijgt de pan uit. Reageren op een interessante vacature doe je dan ook direct, of uiterlijk binnen een paar dagen. Het plaatsen van vacatures en het verwijderen van vervulde vacatures wisselt zich in razendsnel tempo af. Bedrijven in deze markt kiezen er daarom steeds vaker voor om een datafeed te gebruiken voor het online adverteren van vacatures.

Dit gaat echter niet altijd zonder problemen. Het kan namelijk voorkomen dat de data niet voldoet aan de specificaties van het desbetreffende platform. Ook kost het veel tijd om elke keer als vacatures vervuld zijn, de advertenties handmatig te pauzeren en/of aan te passen op de platformen waar geadverteerd wordt. Er is gelukkig een manier om dit hele proces makkelijker te maken.
<h3>Voordelen van datafeed management</h3>
Een datafeed managementtool, zoals Channable, kan nuttig zijn voor zowel werkgevers, uitzendbureau’s en/of vacaturebanken (jobboards) omdat:
<ul markdown>
 	<li>het mogelijk is om vacatures voor de juiste doelgroep op het juiste moment te plaatsen</li>
 	<li>het tijd, geld en middelen bespaart <span style="font-weight: 400;">door </span><span style="font-weight: 400;"> </span><span style="font-weight: 400;">één dashboard te gebruiken om alle advertenties op externe platformen te beheren</span></li>
 	<li>potentiële werknemers altijd vacatures zien die nog niet vervuld zijn</li>
 	<li>je een stapje verder kunt gaan, door bijvoorbeeld te adverteren met het aantal vacatures in een bepaalde branche, stad of regio, of met een maximum voor salarissen in de branche</li>
 	<li>je eenvoudig op meerdere kanalen kunt adverteren (bijv. tekstadvertenties, display, retargeting etc).</li>
</ul>
Klinkt goed toch? Diverse bedrijven maken al gebruik van Channable om advertenties te creëren voor vacatures en zijn tevreden klanten. Een voorbeeld hiervan is Blue Mango Interactive, het marketingbureau van Randstad, <span style="font-weight: 400;">een van de meest toonaangevende bedrijven in de vacaturemarkt:</span>
<blockquote>
<p style="text-align: center;">‘Met meer dan 4.000 vacatures in 26 verschillende sectoren in 2402 steden door heel Nederland, is Randstad een van de grootste vacaturesites in Nederland. Dankzij de dynamische advertenties van Channable kunnen we alle vacatures van Randstad automatisch en in real-time creëren en activeren met behulp van zeer specifieke en dynamische zoekwoorden, ad copy en landingspagina's.’</p>
<p style="text-align: center;"><i>Gemma van Dorst - Search Specialist bij Blue Mango Interactive</i></p>
</blockquote>
<p style="text-align: left;">Channable biedt je de middelen om datafeeds te optimaliseren en aan te vullen naar de specificaties van meer dan duizend kanalen.</p>

<h3>De toepassing van dynamische tekstadvertenties in Channable</h3>
Als je een datafeed hebt ingeladen in Channable, kun je ook aan de slag met dynamische tekstadvertenties. Op basis van jouw datafeed kunnen campagnes, advertentiegroepen, advertenties en zoekwoorden opgezet worden. Door middel van het instellen van regels kun je ervoor zorgen dat advertenties automatisch gepauzeerd worden als de vacature vervuld is. Je kunt zelf bepalen welke velden uit de feed je wil gebruiken, alles is volledig naar wens aanpasbaar. Het is mogelijk om bijvoorbeeld campagnes op stad niveau in te stellen of advertenties gericht op een bepaalde branche. Je hebt maar één template nodig om honderden advertenties te genereren!

In het voorbeeld hieronder kun je zien hoe je honderden unieke advertenties kunt creëren op basis van de branche (industry), regio (region) en aantal vacatures. Je datafeed vult de dynamische velden automatisch in.

<img class="aligncenter size-large wp-image-7712" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/4buZojcS8S5pphXehDgM" alt="" width="900" height="437" />

Deze feature van Channable is beschikbaar voor Google AdWords tekstadvertenties en is binnenkort ook beschikbaar voor Bing Ads! Probeer onze gratis proefversie, en ervaar zelf hoe gemakkelijk het is om vacatures te adverteren via een datafeed managementtool.

Advertise Job Vacancies Online with a Feed Management Tool

This is how it looked before:

<img class="alignnone wp-image-7658 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/YZjIbmChTI26b6hHf5Ze" alt="" width="364" height="365" />

And this is where you can find the Shopping campaigns tab now:

<img class="alignnone size-full wp-image-7747" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/WdpKUM7NSJ6hpP8meaGy" alt="" width="1444" height="780" />

Find Shopping campaigns in its own tab

<span style="font-weight: 400;">Understandably, not all of you have Valentine’s appropriate gifts. For those of you that do, we have some tips below, but there are other ways to boost website traffic and piggyback off this gift giving event. We’ve written this blog in three segments:</span>
<ul markdown>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">First, inspiration on how to incorporate Valentine's if you’re selling non-romantic items</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Second, tips for feed optimisation if you do sell Valentine's themed products</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Third, tips about how to use our <a href="/products/ppc-tool">Text Ads feature</a> to help with Valentine's promotion</span></li>
</ul>
<span style="font-weight: 400;">So without further ado, here is our Valentine’s how to:</span>
<h3><b>Be inspired this Valentine's</b></h3>
<span style="font-weight: 400;">This recommendation is for those of you that think you’re not Valentine's suited. There are some great examples online of how non-romantic brands advertise at this time of year. One way to do it is to </span><b>create content</b><span style="font-weight: 400;">. After all, some of the most searched for terms during February include gift ideas, outfit ideas, date ideas, etc. By creating Valentine’s content, you can engage with and inspire consumers in more creative ways to get them to visit your webshop. </span>

<span style="font-weight: 400;">You can easily distribute the content using Channable. If you already have your customers’ information in a data feed, you can easily upload this information into Channable and then create a custom CSV file containing this specific target market to send them the market specific content. </span>

<span style="font-weight: 400;">For instance, you could create a CSV with all customers who have bought a certain item in the recent past and create a </span><b>newsletter </b><span style="font-weight: 400;">for them promoting a certain product that’ll go perfectly with their recent purchase this Valentine’s Day. Get creative with puns like “No Valentine's date? Let us light up your life” if you’re a lamp seller, or “Does size really matter? Browse our sofas and judge for yourself” if you sell furniture.</span>

<img class="aligncenter wp-image-7772 " src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/SjAUa6wXScOg8Ko0B7k6" alt="" width="811" height="396" />

<span style="font-weight: 400;">
According to Google, one of the biggest target markets are men over this romantic period, who also tend to spend more on presents. Consider creating content specifically targeted to different markets and selling on the sites they frequently visit. Couples aren’t the only market this holiday, there has been a rise in gift exchange between colleagues, friends, and even pets!</span>
<h3><b>Valentines-ify your feed</b></h3>
<span style="font-weight: 400;">For those of you who are lucky enough to have more Valentine's appropriate items, such as gifts, jewellery and raunchier numbers, here are some ways to make your feeds even more attractive this Valentine's.</span>

<span style="font-weight: 400;">With Channable, you can easily incorporate keywords, search terms, and other information into product titles or descriptions. You can use keyword tools to find the most popular search terms, as many consumers are searching for unbranded terms and even location specific results. You can easily include values and expressions, like “perfect for Valentine's” to titles or descriptions in Channable, by using the</span><a href="https://support.channable.com/hc/en-us/articles/115002827625-Rule-combine-value" target="_blank" rel="noopener noreferrer"><b> “combine value”</b></a><span style="font-weight: 400;"> rule. It can also be used to meet consumer trends, such as the demand for more delivery options. By combining values such as the title and the delivery time, you can more easily communicate to the customer when the items will be delivered. Notably, to those customers that are perhaps a little late in finding a gift.</span>

<img class="alignnone wp-image-7773 " src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7irdIOc7RaymZwNKnZkd" alt="" width="871" height="264" />

<span style="font-weight: 400;">If you want to take Valentine's selling to the next step, you can adopt a</span><b> remarketing strategy</b><span style="font-weight: 400;"> with only your Valentine's appropriate items. Remarketing has been shown to help in lowering shopping cart abandonment. <a href="/integrations/facebook-product-feed">Facebook </a>is a popular remarketing channel as you can easily target specific genders, age-groups, etc. You can also set up specific Valentine's promotional lines within Channable and push it to Facebook. </span>

<span style="font-weight: 400;">You can now simply duplicate a feed within Channable to save you time in setting up a new one. To do this, you simply need to select Facebook from the selection of channels when adding a new feed. </span>
<h3><b>Romanticise your Text Ads</b></h3>
<span style="font-weight: 400;">Channable’s</span><a href="/products/ppc-tool"><span style="font-weight: 400;"> Text Ads feature</span></a><span style="font-weight: 400;"> can further help with the final touches of your Valentine's strategy. Make ads as specific and unique as possible with our dynamic templates. As mentioned above, many consumers search for unbranded keywords and terms not obviously related to Valentine's. Our dynamic fields can be used in the keywords section of building an ad to help increase your keyword compatibility. </span>

<span style="font-weight: 400;">If you choose to opt for faster delivery service over this busy period, you can even incorporate dynamic data values such as delivery date into your text ads with our, appropriately, pink </span><b>Ad Customisers.</b>

<img class="alignnone size-full wp-image-7774" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/WNM19zMWTWA4OXCQAvIg" alt="" width="1102" height="524" />
<h3><b>Go spread some Channa-love</b></h3>
<span style="font-weight: 400;">So whether you sell lamps, vacations, or more sensual accessories, Valentine's can be a season for everyone. To benefit from all of Channable’s features, just </span><a href="mailto:support@channable.com" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">get in touch</span></a><span style="font-weight: 400;"> or create a </span><a href="/signup" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">trial account</span></a><span style="font-weight: 400;">, and make sure your feeds are ready this Valentine's. Spread the love!</span>



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