The growing Polish ecommerce market

What does the future of ecommerce look like in Poland? This week, I was honored to be invited onto a panel discussing ‘Riding the Wave of Ecommerce into the Future’ as part of the Ecommerce Trends Summit. Organized by MIT Sloan Management Institute Polska and the ICAN Institute, the summit offered a timely forum about ecommerce for a country rapidly undergoing digital transformation. As with all countries, Poland has seen a massive shift online post-Covid, and predominantly offline companies are scrambling to catch up with online-first retailers. These laggards were behind on use of modern ecommerce platforms like Shopify, but are now catching up fast as they understand the true cost of maintaining an excellent web channel. Since Shopify launched local language versions of their store admin in 2019 it has been a more popular choice for Europe-based companies, and Shopify is now heavily marketing in France, Germany and other countries. Many brands are extending across these markets, and at Littledata we've built multi-currency tracking into our main SaaS product for Shopify merchants. In the Shopify world, each country site is a separate-but-connected "country store" for localized shopping and payments. I’d expect more Polish companies to migrate to Shopify or other cloud solutions (WooCommerce, BigCommerce, etc) in the near future. The larger brands will likely choose Shopify Plus. [note]See the ecommerce trends we've identified during the COVID-19 crisis[/note] The other themes of the panel were more general to retailers globally: stores need smarter marketing, better personalization and a more unique sales proposition as competition heats up. In addition, Amazon.de (Amazon Germany) is just as big a threat to individual brands as elsewhere, but that makes it just as important for stores to own their own customer channel and direct brand experience. And that means running their own online store. Let’s hope Littledata gets to do more business with Polish ecommerce sites soon! [tip]Book Littledata CEO Edward Upton as an expert ecommerce speaker at your next online event[/tip]

2020-09-11

Lunch with Littledata: Q&A with Casey Armstrong, CMO at ShipBob

This week, we're continuing our Q&A segment: Lunch with Littledata! We recently caught up with Casey Armstrong, CMO at ShipBob, to chat about the Shopify world, fulfillment, decision-making during COVID, Shopify analytics, and more. ShipBob is a tech-enabled 3PL that fulfills ecommerce orders for DTC brands; their mission is to make Shopify stores feel more successful online by providing reliable fulfillment solutions, warehouses near customers to help transit times, shipping costs, and the overall delivery experience. ShipBob also has a strong Shopify integration. [tip]Check out Littledata's top-rated Shopify app for Google Analytics -- with advanced tracking for Shopify Plus[/tip] Let's dive right in! Q: Has ShipBob’s core market changed during the crisis? Our core market has not changed since the COVID-19 pandemic started, but our core market has grown considerably. The reliance on selling direct-to-consumer and ecommerce has been steadily increasing year-over-year and now everybody who was hesitant or putting it off has to adapt immediately. "The reliance on selling direct-to-consumer has been steadily increasing" In addition, buyers are creating habits and becoming more comfortable buying online. This will impact retail forever. There is no going back to the percentage of retail occurring offline in the US. Q: Are you still seeing a big uptick in AOV when customers migrate to using ShipBob's fulfillment solution? This varies greatly by merchant, but by offering free shipping, fast shipping, or fast and free shipping, we have seen merchants see increases in AOV from 17% and up to 98% in extreme cases. Q: If you were personally to start an ecommerce business in North America right now, what would you sell? Happiness :) Q: What's the most common misconception ecommerce businesses have about fulfillment, or just 3PL solutions in general? The biggest misconception is that they have to be doing a lot of volume. That is not the case. In fact, ShipBob was built to democratize fulfillment for all ecommerce merchants. We have customers that are doing 50 shipments per month and customers that are doing well over 50,000 shipments per month. They both have access to the same fulfillment center network, run by the same warehouse management system, and they see everything in the same merchant application. Plus, we charge $0 for all of our software, including all integrations and our analytics tools. Q: Are a number of your Shopify merchants selling by subscription? Which apps are they using? Yes, we have a lot of merchants utilizing subscription offerings, so they can increase customer LTV and have a more predictable revenue stream. The most common applications we see now are ReCharge and Bold Subscriptions. [tip]See how you can track your subscription data with complete accuracy.[/tip] Q: Any tips for merchants who might be new to ecommerce? Know your numbers: COGS, customer acquisition costs, and fulfillment costs. Sounds basic, but if you don’t know your numbers, you can't efficiently scale your business or know which levers to focus on!   Quick links Littledata's partner program for Shopify Plus agencies and tech partners Free ebooks about how to improve Shopify analytics Headless Shopify tracking with Littledata

by Ari
2020-08-20

Tracking Bold Subscriptions in Google Analytics

With over 1,700 positive reviews in the Shopify app store, Bold Subscriptions is a popular solution for Shopify merchants selling by subscription. It's plug-and-play but highly scalable for Shopify Plus. In order to really scale your subscription business, you need complete sales and marketing data. This doesn't just help with improving marketing ROI, but also increasing engagement and delighting your customers, which in turn leads to higher AOV and LTV. But whether you're on Shopify or Shopify Plus, subscription analytics can be complicated to set up manually -- not to mention ongoing maintenance and QA of your custom scripts and GTM containers. With that in mind, we are especially excited to announce an updated Bold integration that works for both Bold Subscriptions and Bold Cashier. Littledata's Bold Subscriptions connection enables advanced Google Analytics tracking so you can make sales and marketing decisions based on accurate data. Setup takes less than 15 minutes. Bold Subscriptions tracking Subscription customers are notoriously difficult to acquire, so it's especially important to figure out how to predict which new subscribers will stick with your business for years to come. Sales and marketing decisions ultimately come down to data about sales channels and retention. But do you trust your marketing channel breakdown? What about your LTV cohorts? Littledata's Bold connection works in tandem with our main Shopify connection to ensure complete data about subscription sales. Our Shopify app for Google Analytics and Shopify app for Segment both use a combination of server-side and client-side tracking to capture everything that happens in your Shopify store. You can connect your Bold checkout with just a few extra steps to get complete tracking. This includes: First-time subscription orders One-off purchases (regular Shopify sales) Recurring orders Refunds Not only that, but we stitch sessions together automatically so that the first-time purchase and recurring purchases are tied back to the original marketing channel. During the integration setup, we'll also ask you to create additional Views in GA so you can easily analyze subscriber behavior (like how a particular cohort of subscription box customers behaves over time) vs. first-time purchases (which channels or campaigns led to that initial sale).  [tip]Once you install Littledata, take advantage of our custom dimensions for tracking repeat repeat purchases and lifetime value. Learn more about our unique approach to LTV.[/tip] The data is available directly in Google Analytics or Segment (or any connected tools and platforms you might be using, such as Glew, Data Studio or Tableau). And our data layer works easily with GTM (Google Tag Manager). Marketing attribution The question we hear most often at Littledata is, "Why doesn't my Shopify data match Google Analytics?" This is just as true for Shopify as for Shopify Plus. As we've optimized our tracking solution for Shopify Plus (scalability, multi-currency tracking, cross-domain tracking, etc), we've found that marketing attribution is still a major pain point for stores that aren't using Littledata. Shopify is a phenomenal platform, it just needs a few extra integrations to make the plug-and-play apps work well with your data setup. Before Littledata Unless you have full-time developers who have built a custom solution for your Shopify tracking, you will likely see a lot of traffic attributed to "Direct" in Google Analytics, sometimes as much as 99%. We have found that 88% of Shopify stores have inaccurate data in Google Analytics, and the direct-traffic issue is especially bad, off by at least 20% for a majority of those stores! This means that without Littledata, your marketing analysis can feel a lot like guesswork (or endless hours piecing data together in Excel from all hour different ad platforms and sales tools). After Littledata Littledata's smart tech stitches sessions together automatically so that you'll see a much more accurate view of marketing channels, including email, PPC, paid search and referrals. Our Shopify apps use a combination of client-side and server-side tracking ensure that every user touch point is captured and sent back to Google Analytics. Adding the Bold Subscriptions integration extends this tracking to recurring Bold orders as well. See our help center for documentation about how Littledata's tracking works, or watch a quick demo video. [subscribe]  

by Ari
2020-08-13

How to get accurate Shopify data in Google Analytics (VIDEO)

If you're using Google Analytics to report on Shopify data, you need to watch this video. Ecommerce analytics were complicated, so we built a better way. Don't spend money on custom setups or expensive ETL configurations for your analytics. Just use this one automated tool.  Check out this quick demo of Littledata's popular Shopify to Google Analytics connection, available in the Shopify app store. Littledata is the easiest way to automate Google Analytics for your Shopify store. By connecting your Shopify store to Google Analytics, get: Smart audits to check for accurate tracking Seamless connections with apps like ReCharge and CartHook Benchmarks against thousands of ecommerce sites Easily extensible via Google Tag Manager (GTM) Own the data in Google Analytics And that's not all. We also add custom dimensions to track LTV and payment gateways like Klarna, Paypal and ShopPay. In the video above, see how the Littledata Shopify app for Google Analytics fixes tracking automatically. Fix your tracking Littledata works behind the scenes to fix your Shopify tracking and ensure accurate data. From marketing channels to checkout steps, Littledata's automated audit checklist gives you a clear picture of what to track and how to track it, and how each integration works. [note] Why doesn't Shopify match Google Analytics? Get the Shopify analytics ebook. [/note] Benchmark your Shopify site Say goodbye to guessing games and start benchmarking your site against top performers with Littledata's automated benchmark tool. Filter by industry, location, website size and more. We look at technical factors like server response time, as well as classic ecommerce benchmarks like conversion rates by device (mobile vs desktop). Check out the top Shopify benchmarks to get started. Automatic tracking for marketing and checkout apps Scalable tracking for Shopify and Shopify Plus Automated import of Facebook Ad Costs and Instagram Ad Costs Checkout flows like CartHook Subscription ecommerce apps like ReCharge and Bold Subscriptions  [note]Do you trust your Shopify tracking in GA? Here's a free guide to how you can[/note] If you're about to watch this video, chances are that you're still doing analytics by hand. Or you've tried other apps that were just connectors -- they didn't fix the tracking. Littledata works with popular reporting apps like Google Data Studio, Tableau and Power BI. Littledata's app for Shopify will give you an edge on the competition with accurate data across the entire customer life cycle. For ecommerce managers and developers With Littledata's smart script to fix your tracking, you can enjoy accurate data about marketing channels, product performance, transactions, revenue, shopper behavior and more! Check out our help center for documentation and free training on: Tracking the Shopify checkout funnel events The best GTM and Google Analytics data layer for Shopify How to use custom dimensions to calculate LTV We're here to help you make data-driven decisions based on accurate data. Let us keep up with the complications of webhooks, APIs and server-side tracking, so you can focus on scaling your business! Get started with a 30-day free trial for a full month of accurate Shopify data. [subscribe]

by Nico
2020-07-30

Lunch with Littledata: Q&A with Chase Clymer, Co-Founder of Electric Eye

This week, we're continuing our Q&A segment: Lunch with Littledata! We recently caught up with Chase Clymer, Co-founder of Electric Eye, to chat about the Shopify world, headless commerce, decision-making during COVID, Shopify analytics, and more. Chase also leads the charge at Honest Ecommerce, a weekly podcast where he provides store owners with honest, actionable advice to grow their business. A number of Electric Eye's clients use our Shopify app for Google Analytics, and as a matter of fact,we recently partnered with Honest Ecommerce to assemble a list of the 8 best apps to help you scale in 2020, whether you run on Shopify or Shopify Plus. Let's dive right in! Q: How did you start Electric Eye? We borrowed the name from a Judas Priest song when clients got confused who to send money to for projects. We started the way most agencies start -- by complete accident. My partner Shawn and I ended up with a handful of freelance ecommerce clients, all on Shopify. We were tackling improvements and marketing and eventually it evolved into a business. That was about 5 years ago. We still have the same core values, with a few extra now. We started because we wanted to run a business that made us happy and truly helped people.  Q: Has your offering changed during the pandemic? Our focus has been on ecommerce and the pandemic has really highlighted the importance of ecommerce, so we've been a bit busier lately. Our offer has not changed at all: we increase sales for ecommerce brands. We create Shopify-powered sales machines with strategic design, development and marketing decisions. We have been a little more friendly when it comes to terms for our clients, as some of them need to make investments now to pay off later.  Q: Is headless ecommerce just a passing fad? That's a great question. I don't think headless ecommerce is a fad. I've been learning all about it lately from our Lead Developer. It has its place, but like everything in technology, it's just a tool. No tool will fix underlying issues. Using all the buzzwords on your store build won't make your product not suck or fix your marketing. Focus energy there.  Using all the buzzwords on your store build won't make your product not suck or fix your marketing. Focus energy there.  [tip]Did you know Littledata tracks headless Shopify setups in both Google Analytics and Segment?[/tip] Q: What's one episode you'd recommend for merchants who haven't yet heard your Honest Ecommerce podcast, and why? I'd probably recommend our most popular episode with Joe from Speedboostr where we talk about optimizing Shopify stores and automation. In this one, I feel like I've finally hit my stride and as someone who can actually host the podcast (haha).  Q: And one more just for good luck? Our second most popular episode is actually the first episode we ever recorded with Kurt Elster. We chat about 'revenue optimization' for Shopify stores -- and who doesn't want to make more money?  [tip]Check out Littledata's co-founder Ari Messer's chat with Chase in Honest Ecommerce episode #21[/tip] Q: Why are so many musicians interested in tech? I think it comes down to the DIY nature of most bands. You're so broke, you have to learn things just to get them done. I believe a lot of brands should do that too. Learn the basics about anything you're going to hire out so you can talk effectively about how your investment is going to create a positive ROI.  Q: When's the best time to hire a Shopify expert? After you've found product / market fit. Simply put, this means you're seeing real sales from actual customers. This would be a good sign you've got an actual business. Nobody is going to build a business for you. It takes hard work, and you've got to do that work, or you're not going to get any results.  Q: How important are analytics to your clients? What tools do they use?  Analytics are extremely important and I could rant all day about certain ones in certain places, but in short, we try and focus on three main KPIs: Conversion rate Average order value (AOV) Traffic These three numbers run an ecommerce business. I've got a video on YouTube where I go more in-depth about it. Improving those metrics is where you should focus your time and energy. Shout out to lifetime value (LTV / CLV) as well, but that's getting a bit more complex haha.  [tip]Selling by subscription? Here's how you can calculate LTV in Google Analytics for your Shopify subscription store[/tip] As far as tools go, Google Analytics is an amazing tool. It's free and more robust than almost anything else on the market. It's just a bit overwhelming to set up and use correctly. We also pull a lot of numbers straight from native applications or advertising solutions, such as Klaviyo and Facebook Advertising.    Quick links Littledata's partner program for Shopify Plus agencies and tech partners Headless Shopify tracking with Littledata Import Facebook Ad Costs to Google Analytics for complete marketing data Resources for COVID-19 and ecommerce

by Nico
2020-07-16

The state of mobile ecommerce for Shopify stores (VIDEO)

Is mobile a better channel than your current data suggests? We recently caught up with Will from Underwaterpistol and Claudia from Klevu to chat about the state of mobile ecommerce. The average mobile conversion rate tends to be only 1-2% for Shopify stores. But that's just the beginning of the story. Optimizing for mobile is an ongoing process. There isn't just one solution. In addition to technical factors like page load speed (time to first paint, etc.), you have to consider the entire user journey and optimize the flow accordingly. This includes social presence, the details of browsing behavior (eg. on-site search, product list views), and checkout funnel tracking, which can be difficult to do manually for Shopify stores. That said, unless you get marketing attribution right in the first place, you might be beating a dead horse. [note]How do you compare? Check out our list of essential benchmarks for Shopify stores, including average order value (AOV) and bounce rate from mobile search.[/note] Multi-touch attribution models are useful, but it's important to fix basic tracking issues first (such as cross-domain tracking in the checkout flow), and even once you get that tracking set up correctly, it's essential to understand how users are behaving at each touchpoint, rather than just giving each touchpoint a certain percentage of credit for the conversion. This is especially true for Shopify stores and DTC brands where popular mobile channels such as Instagram and Pinterest are a strong draw. For example, if your best (highest LTV) customers are actually coming from Instagram Ads on mobile devices, and then purchasing on desktop once they get into your brand story on a deeper level, then maybe your mobile site should focus on visual brand stories with an email signup CTA, instead of discounts and cart abandonment campaigns aimed at direct ecommerce conversions. Thanks to Underwaterpistol (UWP) for putting together the video chat! UWP is one of our Shopify Plus agency partners at Littledata. Do you run a team of Shopify experts that would like to use Littledata to fix tracking for your clients? Learn more about our partner program.

by Ari
2020-07-14

Join our virtual Shopify Meetup on July 15th

What are you doing on 15 July? Asking us Shopify questions, that's what! Join Littledata, CartHook and Electric Eye for a Shopify expert roundtable. This summer has seen virtual events galore for the Shopify world, and we really like the AMA (Ask Me Anything) format. So Littledata is excited to join our friends at CartHook and Electric Eye for a virtual Shopify meetup on July 15. It will be a Shopify expert roundtable with the option to submit questions in advance, and plenty of time to chat. At this meetup, the panel of Shopify experts—consisting of Jordan Gal of CartHook, Chase Clymer of Electric Eye and Honest Ecommerce, and our own Ari Messer—will answer questions asked by attendees. At the request of past Meetup attendees, the event will be held during the workday (so yes you can practically be paid to attend!). [tip]Have a question for the panel? Submit your questions online here.[/tip] Event details When: 1:30pm ET on 15 July 2020 Where: Zoom! Who: Ari Messer (Littledata) and Jordan Gal (CartHook), hosted by Chase Clymer (Electric Eye) Sponsored by Shopify and Klarna You can register for the event here About Shopify Meetups Shopify Meetups are hosted by Shopify Experts to share knowledge with the growing Shopify enthusiast community. This also includes those who work predominantly on Shopify Plus. The meetings are free and open to everyone. Education and value is the focus of these Meetups, with each event featuring speakers and offering networking opportunities. Attendees range from seasoned ecommerce experts to budding entrepreneurs. What to ask Really any Shopify questions are fair game. Actually, scratch that, anything about ecommerce in general is good too! Interested in ecommerce trends during COVID? We've got the data. Wondering how to choose the most important metrics for your store? Ask away. Looking for more technical details about how Shopify, CartHook and Littledata work (together or apart)? Now's your chance to dive in deep. How to register You can register for the event here. It's a free online event and anyone can register. See you then!

by Nico
2020-06-29

The Shopify merchant's guide to reducing cart abandonment

For many Shopify stores, it's an all-too-familiar question: why do online shoppers decide last-minute not to buy a product? Whether you're on Shopify or Shopify Plus, shopping cart abandonment is a serious issue. But surprisingly the main reasons for visitors and even current customers abandoning their carts (ie not making it all the way through your checkout flow) are actually shared by many merchants. On the plus side, so are the ways to reduce cart abandonment! Cart abandonment is not a mystery. While not every reason a shopper abandons their cart is within your control, some things are in your hands. When your cart abandonment rate is high, there are active steps you can take toward minimizing it. [tip]Download the Shopify merchant's guide to reducing cart abandonment for free[/tip] Maybe you've spotted lower checkout completion rates on mobile, or maybe it's a cross-device issue. Maybe it's a significant issue for paid traffic, organic, or both. But first, let's explore cart abandonment from the ground up: What it is Why it matters Why it's a crucial metric, not a mystery What causes cart abandonment? While there’s no quick answer, carts get abandoned for a variety of reasons — although a lower abandonment rate tends to reveal a more intuitive customer experience and a more trustworthy store. Many shoppers may browse your store in hopes of finding a hidden discount, to compare prices, or to see how your product stacks up against similar products. Some shoppers might even be building a wishlist for the future, with no intention of purchasing right now. For this type of shopper, there’s not much you can do to compel a purchase. This means your focus should be on the shoppers who are willing to buy but haven’t, maybe due to a website element or step in the checkout process that sent them scurrying away. As part of the same cart abandonment study, the Baymard Institute conducted a survey of over 4,500 US adults asking why they abandoned their purchase after passing the add-to-cart stage: Many of the factors above can be countered by making tweaks to the checkout process. (We cover as many as possible in our free cart abandonment ebook.) For example, let’s take the second most prevalent response — the site wanted me to create an account. By offering a guest checkout option where an account is not necessary, this 28% group would be one step closer to a purchase, helping you avoid an abandoned cart. How can you improve your checkout experience? Industry lingo like “streamline the checkout process” is often thrown around, but what does this actually mean? What are the parts of your site that eliminate friction in the checkout process rather than causing it? More specifically, we’re referring to the step after a user adds a product to his or her cart. Optimizing add-to-cart rate is, in itself, a separate stage in the purchase funnel that we have discussed before. In any case, here are a few things to consider for a better checkout experience... [subscribe heading="Don't wait to reduce cart abandonment" background_color="green" button_text="Download our free guide" button_link="https://www.littledata.io/app/cart-abandonment-ebook"]

by Nico
2020-06-22

Try the top-rated Google Analytics app for Shopify stores

Get a 30-day free trial of Littledata for Google Analytics or Segment