Digitalization processes and the health emergency are pushing more and more companies to intensify your online presence to meet consumer needs and this is a trend that is destined to remain even after the pandemic.

In the last year, globally, there has been a exponential increase of the entire e-commerce sector, reaching a record of 78% annual growth in Italy compared to the first quarter of 2021, as evidenced by data from the Salesforce Shopping Index.

In this context, Italian companies, and especially SMEs, can take advantage of e-commerce to expand their clientele and develop new multichannel business models, integrating multiple sales channels.

Selling your products through the services offered by Big Tech and the main online marketplaces does not only require a good presentation, but above all a close one integration between the company and the ecommerce tool of reference.

To maximize the online performance of your products, it is necessary to adopt specialized marketplace integration solutions, that is, solutions that adapt the sale of the product to the needs and characteristics of a specific marketplace. In fact, large e-commerce sites often develop internal standards and policies to manage relationships with sellers, from the presentation structure to the categorization of the product, and it is therefore important to adopt a marketplace integration solution to overcome logistical obstacles and solve three main problems:

• optimization of product data: in order to ensure that the products are in the correct categories with titles, descriptions and other attributes that maximize “conversions”, that is, the relationship between viewing the product and the actual purchase;
• successful processing and invoicing: a poorly integrated sales channel can cause accounting and billing problems. A specialized partner can manage these aspects so that the company can focus less on logistics and more on marketing and selling products;
• sale of items in stock: the company's inventory must be constantly updated and synchronized with the sales channel to ensure that it can always offer products actually available in “stock”.

Highstreet.io It's a marketplace integrator Italian-Canadian who, starting from the excellence of Made in Italy, has built relationships with Big Tech and has allowed the Italian fashion sector to expand its market through online sales channels. In particular, Highstreet.io manages the different sales channels of a brand and assists resellers and companies with tools of Sales & Campaign Management, in the design and management of their marketing campaigns to improve performance and sales in three ways:

• using a tool of feed management, which allows companies to effectively market their products using options such as Facebook Dynamic Product Ads, Google Shopping, online comparison sites, affiliate websites, and retargeting and remarketing engines;
• through the integrated order management on third-party online stores and marketplaces, taking care of all integration activities for order processing, logistics and shipping;
• offering advice and technical support in the creation of marketing campaigns effective and integrated with the physical warehouse inventory.

Highstreet.io, in fact, acts as a link between retail companies and Big Tech companies with which the company has no opportunity to compare.

In particular, the Sales & Campaign Management solution on the one hand identifies the needs and objectives of the retail company, while on the other hand it communicates with the most important global digital marketing partners including Google, Facebook, affiliate networks and marketplaces (Amazon, eBay, etc.), studying the system adopted by each platform and adapting tailor-made solutions to maximize the effectiveness of its customers' sales campaigns.

In the second episode of Data & Co. — Opportunities with Data, we had the pleasure of interviewing Giovanni Guardalben, CEO of Highstreet.io, to talk about data-driven business models, platforms and relationships with Big Tech.

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