E-Commerce

In a shop it is rarely a single page that decides. What decides is whether the structure behind it holds: thousands of products, filters running in every direction, a range that changes daily. Working here means working on rules, not on copy.

Who I work for

Online Shops

Own shops with many products and deeply branched categories.

Marketplace Sellers

Sellers on Amazon, eBay or Otto who are building their own shop alongside.

Retail Brands

Established brands with several presences and several countries.

Direct-to-Consumer Brands

Sellers who go without intermediaries and tell their own story.

Where it usually goes wrong

The obvious search terms are taken. On generic product names the marketplaces are ahead.

The range moves. Products come and go, items sell out, URLs disappear. Every change is public immediately.

Filters produce pages. Sizes, colours, variants, sort orders: every combination can become its own URL, and most of them are the last thing anyone wants in search.

Reach alone pays no invoice. Without the path from click to order, visibility stays an expensive hobby.

Several countries is more than a translation. Prices, shipping and legal texts differ, and in places the search terms do too.

How I work

First comes sorting out which pages of a shop belong in search at all. On large ranges that is the strongest lever, because a search engine cannot look at everything and its attention otherwise drains away into filter combinations.

Then the category pages, because that is where the searches closest to a purchase land. Then the rules for discontinued products, so the subject does not get worked through by hand every season.

For Otto Austria Group I did this over several years for Universal, Quelle and Otto Versand, including platform migrations and a change of URL structure.