B2C E-commerce Success Model and the Case Study of a Retail Company: Online Marketing Strategies that Almost Quintupled Monthly Net Revenue of E-commerce Sales Channel in 9 Months

Fast growth of internet and digital technologies created several opportunities for companies. Many retail brands see the opportunity in online business and jump into the e-commerce world for increasing their sales but many of them get disappointed as they don’t understand the principals of e-business and can’t create a solid e-commerce strategy. A popular kitchenware retail brand in Turkey started its e-commerce journey with high hopes in 2010 but failed to meet the expectations for 2 years as there was not sufficient e-business know-how. When I got appointed as E-commerce Manager in June 2012, I created a B2C e-commerce success strategy, determined several indicators for tracking the progress and reported results monthly. The application and execution of the created strategy generated amazing results and made a business transformation. Monthly net revenue of e-commerce sales channel almost quintupled in 9 months. As the success of stated B2C e-commerce success model in this study is proved by a real life case study, I believe that the e-business strategies and techniques presented in this report are so valuable for e-commerce companies and e-business professionals.

Olgu Sengul holds MSc degree on Management Engineering from Politecnico di Milano and BSc degree on Mechanical Engineering from Istanbul Technical University. He worked as E-commerce Manager in retail company Esse for 2 years and as of 2015, he is working as Online Marketing Manager in Generali Turkey which is an international insurance company.