However outside of the consumer spotlight, there are several companies that have been revolutionizing web based e-commerce tools available for businesses.  Shopify, AvantLink, Shopatron, AdRoll, and FeeFighters are each dedicated to helping their customers sell more and sell better online.  They don’t receive the public fanfare of their consumer facing brethren like Zynga, Groupon and Gilt, but all have offerings that create unique value and some are growing at a similarly furious pace.

Shopify, based in Ottawa, is a dead-simple yet very robust hosted do-it–yourself e-commerce platform.  Largely bootstrapped, the Shopify application makes it incredibly easy for anyone to set up an e-commerce storefront.  Whether you are selling car mustaches or golf cart rims Shopify can get it it done. Users have a broad range of controls over the look, feel and function of the stores they create.  Inventory tracking is integrated and the Shopify application store has an ever increasing number of useful tools from 3rd party providers which can be integrated into any Shopify store.  There are currently over 60 applications, including QuickBooks integrations, user review platforms, email marketing integration, and to drop ship service integrations.  E-commerce platforms have been around for a long time but Shopify has made it easier than ever to get up and running.  A notable difference from past customizable e-commerce platforms is thatShopify is fully hosted so merchants don’t have to worry about servers or databases.  Shopify is also incredibly cheap.  The entry level package is $25/month with a 2% transaction fee.  Bigger packages scale down transaction fees and up on monthly fees.  Shopify prices out drastically cheaper than unhosted competitors like Magento ($250/month unhosted) and Miva Merchant ($60/month unhosted).  Centrally hosted, Shopify can move fast and update their platform at any time, allowing them to move forward more effectively than their installed competition.  Shopify definitely a company to keep an eye on over the next couple of years.  They are certainly very profitable today.

AvantLink, based in Park City UT, is a innovative affiliate marketing technology platform.  I have been working in and around affiliate marketing for some time and firmly believe that affiliate marketing will be massively disrupted within the next five years.  There is huge room for innovation in the space and AvantLink is leading the charge.  Online stores use affiliate marketing platforms to track people that buy on their sites and pay commissions to affiliates that send them good traffic.  Affiliate marketing platforms provide web stores with a platform to host their affiliate program and provide 3rd party cookie-based tracking technology that monitors site traffic and purchases.  Merchants then allow publisher sites to join their affiliate program and pay affiliates a set percentage for converting traffic.  As an example, you can see Liftopia’s affiliate program landing page on AvantLink here .  I have worked with AvantLink on the merchant side with Liftopia and could not be happier with their tools or their service.  I have also worked with AvantLink from the publisher side with GearBurger.  In both cases have I not only incredibly happy with the tools and service AvantLink provides, I have also been shocked at how antiquated the incumbent players’ tools are.  Simple tasks like creating links to merchants and getting inventory datafeeds are at times literally impossible with the larger players in the space like Commission Junction and Share-a-Sale.  These affiliate incumbents are firmly entrenched, with large pools of merchants and publishers. They aren’t innovating much and are very difficult to work with.  In the next five years, someone is going to come along and blow up the affiliate marketing status quo.  Google has been making moves in the space recently but their tools and services are still not up to snuff.  AvantLink spun out of Backcountry.com several years ago and has been moving fast ever since.

Shopatron, based in San Luis Obispo CA, helps manufactured product brands balance branded e-commerce sites and brick-and-mortar distribution.  I have written about Shopatron in the past.  Shopatron solves a unique problem for brands that want to sell their products to consumers directly on branded company sites while at the same time selling through brick-and-mortar distribution partners.  A company like Smith Optics wants to sell sun glasses at Smith.com but also sell in sporting goods stores around the globe.  Shopatron links distribution partners with the brand e-commerce site and gives resellers the opportunity to fulfill nearby orders placed on the brand site.  This is not a problem that seems obvious to an outside observer but is truly a large one.  Brands want to sell as much product as they can, capturing online traffic and maintain strong relationships with brick-and-mortar distribution.  This is where Shopatron helps.  Shopatron is growing like a weed, with a historical focus on the outdoor industry but recently branching into many different manufactured product verticals.  Interestingly, Shopatron recently announced a partnership with AvantLink that will provide Shopatron powered brands with an AvantLink powered affiliate marketing platform.

AdRoll, based in San Francisco CA, helps merchants advertise to customers that visit their site but leave before making a purchase.  This type of advertising, known as “retargeting” or “remarketing” is somewhat controversial and has privacy advocates up in a tizzy.  Sites that retarget place cookies in user browsers upon arrival to their site.  These cookies allow for ads to then be targeted at that user elsewhere on the web after they leave.  If you have noticed that you consistently see banner ads from a couple of companies, you probably visited their site in the past and your are probably being retargeted with ads.  I find this to actually be an enjoyable experience because these ads are from companies that I’m actually interested in and I’m happy to have those companies vying for my business.  Given that only 2% of traffic to an average e-commerce makes a purchase, retargeting allows merchants to follow up with the 98% that leave without buying.  Retargeting has been around for nearly 10 years but only recently did large ad networks like Google start allow for cookie based targeting within their display networks.  This change swiftly brought retargeting mainstream and companies like AdRoll have been running with the ball ever since.  AdRoll is unique in that it allows merchants to easily cookie all the site visitors and then target them in the most efficient manner possible.  This is accomplished in two primary ways.  First, merchants can use AdRoll to reach their customers across many different display ad networks like Google, OpenX, AdBrite and Yahoo simultaneously.  This equates to more available pageviews and lower costs to the merchant.  Second, AdRoll places cookies on merchant sites using a “smart pixel” which dynamically reads the URL of the page a user is visiting and places cookies accordingly.  This is a must have for a merchant trying to grow multiple retargeting lists on many different pages.  The alternative to AdRoll is hard coding multiple pixels into the bodies of specific pages: a hugely manual, error prone process that is difficult to modify, particularly for a bigger site.  Disclaimer: I used to work at AdRoll.

FeeFighters, based in Chicago IL, helps merchants reduce the transaction costs associated with doing business online.  FeeFighters is the youngest company of this group, launched only a few months ago, but they are tackling a huge problem.  Negotiating the waters of transaction processing is a huge headache.  I have written about this issue in the past.  There are so many layers with so many different types of fees it is nearly impossible to determine the best course of action for your business.  The FeeFighters platform allows merchants looking for transaction processing services to put their business up for bid, forcing transaction processors to fight for the business.  I hope that FeeFighters will find a way to keep transaction processors honest and force them to disclose all elements of a bid as part of the process.  The headaches I have gotten in the past when dealing with transaction processors is that there is not “one” rate that you will pay to process a transaction.  Depending on the customer, merchant and card type, some transactions are “qualified”, some are “non-qualified”, some are high risk, etc.  The fee that is often pitched is not the fee that you will end up paying.  For FeeFighters to be effective they will need to find a way to force transaction processors into structured disclosures that are easy to compare against others.  Transaction processors are very comfortable with paying on a CPA basis and pay fat fees for signups so a transaction processing comparison shopping site like FeeFighters could be a great way to capture these referral fees.  I hope FeeFighters can pull this off but if they can’t I sure hope someone else can because it would eliminate a lot of headaches.

Who did I miss?  Who else is shaking things up with innovative web commerce tools?  Let me know in a comment!

Calculating Online Advertising Return on Investment

The end goal of any advertising campaign, online or off, is for the campaign to generate more profit than the campaign costs to run. When a campaign reaches the elusive state of generating more money than it costs, it has become “ROI Positive” and is generating a positive return on the investment made to run it. In the online advertising realm, it is possible to track ROI from a nearly infinite number of campaigns and channels concurrently. This sort of tracking is far more difficult or impossible within offline channels and campaigns like billboards, TV, print and radio advertising. A key aspect in calculating true ROI from an online campaign is attributing visitor conversions to specific campaigns and assigning a value to each conversion. In the e-commerce space, a conversion is usually defined as a purchase, and the conversion value is generally the profit generated from the purchase. The definition of conversion and the value assigned to them will differ for different types of sites. For example, a social network might define conversion as a signup that does not deactivate within 1 week. Without conversion tracking, campaign analytics could be limited to how many people see an ad, click a link or land on a site. In these situations, the ROI calculation must use assumed conversion rates, which is very risky practice because traffic from different campaigns will likely have drastically different conversion rates (e.g. SEM traffic will convert at a much higher rate than traffic from a rented email list). Finally, true ROI calculations must include post-conversion factors that impact the value of the conversion like exchanges, refunds, churn, etc.

(Value from Campaign) – (Cost of Campaign) = Return from Campaign

The top five most saturated countries as of 12/08:

Iceland 34%
Canada 32%
Denmark 31%
Norway 30%
Chile 24%

Note that Chile went from 3% of the population in 4/08 to 24% in 12/08. That’s pretty solid growth. I’ll post the full country saturation percentages soon.

The DirectAds platform will bring LinkedIn closer to Facebook’s Social Ads technology, with these two leaving Bebo, MySpace, Plaxo, Friendster and the rest of the social networking world behind for now. I hope to be able to try the LinkedIn platform soon and give a head-to-head comparison. LinkedIn will continue to extract a premium on their advertising, as it seems they will be setting the price per CPM internally. A true market (e.g. Overture/pre-Panama Yahoo) or partial market (e.g. Google quality score) influence on price would likely result in prices lower than they would like, and they are clearly avoiding a CPC model for a reason since they are measuring CTR anyways. I think this slow transfer is very smart on their end especially considering their pre-IPO status, but as an advertiser I wish they would switch to a free market faster. Their ad margins will likely be lower than what they were getting with their rate card (although perhaps not), but the volume of advertisements will definitely spike upwards as you no longer have to go through a traditional advertising salesperson process to launch a targeted ad on their network.

LinkedIn Research Network
Additionally, on Thursday of last week LinkedIn quietly launched the LinkedIn Research Network, a product the company first mentioned back in February. No formal announcement of the actual launch was made on the LinkedIn blog or anywhere else, but the Research Network product page is live and linked to from the Premium Product footer, along with job, corporate, and upgrade links. Also linked is a 2 page product summary PDF. The product page outlines what is essentially a premium version of InMail (pdf). A Research Network subscriber can send send 20 InMails at once, and no monthly or daily limits are mentioned. Previously, LinkedIn BusinessPlus subscribers had the most InMail access and were limited to 10 InMails per month, so this is a dramatic increase in potential InMail volume. In the past advertisers could send targeted InMail blasts through LinkedIn’s advertising platform at $1 – $5 per recipient.

The LinkedIn Research Network is an attempt to move into the expert network industry and will be sold primarily to hedge, private equity and venture funds. According to a recent Integrity Research Associates report, there are roughly 25 expert networks in existence today. Aside from my company KnowledgeBid, every other expert network service operates on a subscription model. LinkedIn is likely gunning for the fat subscription fees that players like the Gerson Lehrman Group are pulling from investors (+$50k for access to one industry vertical of experts for 6 months), but the product they have launched is far more like the resume search/direct email services offered by Monster, HotJobs, CareerBuilder, Dice, etc. than an expert network. Perhaps down the road LinkedIn will try to facilitate the actual expert matching, but this iteration of the product just enables subscribers to send a large volume of cold emails to potential consultants. Additionally, the product page makes no mention of facilitating consultant payment and the only compliance functionality mentioned is a “research history”. Legal compliance is arguably the largest issue faced by expert networks today, and something that expert network users have come to expert from service providers. It’s possible that LinkedIn is intentionally not involving themselves with payment of experts in an attempt to remove themselves from the chain of liability if their service were to be used to facilitate insider trading or the like.

Congrats to LinkedIn on the product launches. I’m glad to see them competing with Facebook on the advertising technology side of things (let’s see an API guys!) and will certainly be keeping tabs on these products as they mature.

Roughly six months ago I posted some information that I dug out of Facebook’s then just launched Facebook Flyer Pro advertising platform. I’ve been poking around with Facebook again the last few days and recent talk about Facebook’s valuation inspired me to update my report. Facebook has improved their advertising platform, now just called Facebook Ads, and while ad creation is still manual, they offer CPC payment and social features on top of the incredible targeting they had with Flyer Pro. They still also display the number of users that an ad will target, so messing around with the UI can give you some interesting information about Facebook’s user base. Here I’ve added current data to the spreadsheet I started six months ago. In short, Facebook has added ~28 million users in the last 6 months, growing at an average 140% in the countries where they released data six months ago and today. 70% of their growth was in North America and Europe. I updated population figures so that saturation percentages would be accurate.

Updated saturation leaderboard:
Canada: 28.22%
Norway: 24.04%
UK: 16.88%
Australia: 13.30%
Sweden: 12.20%
Denmark: 10.73%

Trailing 6 month growth leaders:
Turkey: 875%
Israel: 393%
Colombia: 393%
France 294%
Malaysia: 255%
Switzerland: 199%