Selling on e-commerce Today, it may seem easy and accessible to everyone. Technological and advertising barriers to entry have been broken down over time since the beginning of the e-commerce era: today, anyone can sell online without having any particular technical skills. In the beginning, e-commerce and advertising were the domain of technicians, but now they are the domain of marketers.
But this is precisely the difficulty of selling online via e-commerce today: everyone is doing it, so there is a lot of crowding, which means a lot of competition. Advertising has become more expensive because the online audience has grown exponentially, but offers have also grown in parallel, so It has become much more difficult to get customers' attention.
Technical skills are often replaced by technology today, so the products that work best are those that require a high level of specialist expertise: it is easier to defend yourself against the competition and gain the trust of the public.
To sell on e-commerce, you need:
1. Have a highly specific value proposition and precise in order to stand out from the enormous mass of content found online
2. Make economically sustainable advertising and sales.
Having a marketplace is useful for reducing customer acquisition costs over time.
E-commerce and reward crowdfunding
E-commerce is closely linked to the world of reward crowdfunding: the campaign serves as preparation for the launch of e-commerce for a product in the prototyping phase presented in crowdfunding. A market test is carried out, the product is presented as exclusive, unique, and not yet accessible to a wide audience, thus building a community of early adopters.
Since TikTok launched its shop, the logic of monetization of one's audience, involving the community right from the product planning and design stages. The dynamics are similar to those of crowdfunding: I test sales on a limited channel, then take it outside to a real e-commerce site. Thanks to the community, advertising costs and risks are reduced.
It is important to avoid a common mistake: a crowdfunding campaign must offer a prototype or a limited or innovative edition of an existing product. It is not useful to offer a product that is already on the market in order to sell it better: there must be scarcity to generate interest and convince the public to pay money in advance for a product without being able to have it immediately. To sell, as well as to raise capital, you always have to ask yourself why the customer/investor should do what the company wants them to do.
Understanding customers It is difficult because it is difficult to communicate with them and get them to clearly say what they really want: you have to know how to interpret their answers by observing not only and not so much the information they provide in black and white, but rather the information that derives from facts, from their behavior.
La reward-based crowdfunding campaign, Therefore, it serves not only to raise capital to create a product, but also and above all to build a community of real customers and foster loyalty. Companies, in fact, rely primarily on recurring revenue, not on chasing new customers.
WEBINAR TOPICS
0:00 Introduction
4:00 The difficulties of starting to sell online
10:23 E-commerce and reward crowdfunding
11:58 Audience monetization
4:45 p.m. A common mistake: product vs. prototype
10:00 p.m. Turning crowd supporters into loyal customers
25:00 Communicating with customers
29:00 A real crowd experience
SPEAKERS
Claudio Grimoldi, Founder of Turbo Crowd
Pietro Tibaldeschi, Founder of MarketRock
