How to run successful e-commerce in Canada

Today we were invited by the Italian Chamber of Commerce in Canada – West to be a speaker at BUILDING BRIDGES BETWEEN WESTERN CANADA AND EUROPE  a great event to connect European companies with Canadian associations and businesses.

During the event, we had the opportunity to present our talk about: 

How to run a successful e-commerce in Canada

First, we have addressed the situation herein Canada about e-commerce. Because it’s true that retails are closing moving clients towards online solutions but it’s also true that sectors like entrainments and tourism that are historically the best e-commerce sectors are in deep crisis. So while we have Zara closing up 1200 store to double the investment in e-commerce we have unicorn companies like Airbnb that are fighting to survive. 

If you running a business now more than ever you need to have a strong online presence and you need to understand that the market is changing completely even online.  Below are our tips about how to run your e-shop!

Our 10+1 tips for your e-shop strategy:

Look at the trends and stats to understand how the market is evolving, and if your products/services will be successful, it’s essential.

On the right, you can see how LCBO (Ontario Liquor Store) performs in 2020 in red compared to 2019 in blue. As you can see, there is a big opportunity considering that now the restaurants can sell wine to the public.

Do NOT worry too much about the platform you are using.

Shopify, WooCommerce, Magento, Prestashop are all good platforms. You can create something custom either but leave the decision to the expert. You need to invest your time in developing the business not becoming a developer.

Too many times I hear online you can sell everything and probably it’s true but there is a market and how big it is, that’s a different conversation.

Work on your images and videos. This is what the users are looking for. Sometimes it’s everything you need. Look at the Nike website it’s a great example of a product page.

Shipping in Canada is not an easy task but there are companies that can help you to find the best price. I recommend Flagship. It’s very intuitive and efficient. 

A lot of my clients think that working with influencers it’s not worth it and it’s very expensive but they are wrong.

  • target influencers with 5k to 50k
  • ask for products reviews
  • ask for comments, video, testimonials
  • create for them giveaways
  • give them template to use for their social 

There are different emails that you can use to increase your sales

  • abounded cart
  • discount
  • referral
  • thank you
  • win a prize 
  • comeback

Create Scarcity! People are funny sometimes and even if it’s not necessary there is an instinct that makes us buy when there is scarcity. We fear that it is not enough and we will be left without. This works offline and as well online.

Customize your reviews. 
:et your users know more about the people that are leaving the reviews. People buy more when they read from people that are alike.
For example, if I’m buying shoes for running I will be more interested in users that are a runner like me more than people coming from other sports because their use and experience it’s similar to mine.

The decision between multichannel to omnichannel it’s critical and can be very dangerous if not done correctly. Be aware of what are your resources.

Here a list of free resources:

  • Google Trends
  • Google Alert
  • Design Tool
  • Free Icons
  • Free Photos
  • Chat
  • Email

How you can benefit from Jungle Scout?

If you are planning to sell your products in Canada, you can test the market online. Diginess can help you choose the right marketplace: Amazon, Etsy, Alibaba, LCBO, and many more according to your products and industry.

If the right marketplace for you is Amazon, we can use Jungle Scout to understand the following:

Italian companies don’t use Alibaba to sell online B2B

Launched in 1999, is the leading platform for global wholesale trade. Alibaba’s mission is to make it easy to do business anywhere.

They do this by giving suppliers the tools necessary to reach a global audience for their products, and by helping buyers find products and suppliers quickly and efficiently.

For too long Italian companies have a look at Alibaba as a platform where to find cheap suppliers, they really never used as a platform to sell their products or enter new markets. COVID has changed this vision, and more and more companies in need to export are now looking at Alibaba, Amazon, and other marketplaces as an opportunity.

Play Video

ICE and Alibaba in China partner to create a virtual hub designed to bring excellent products and culture of Made in Italy to China, #HelloITA is the first country project of its kind on Alibaba. It brings together about 90 companies and over 100 brands, of which more than 50% are small or medium-sized. All of them will offer their products and content to Chinese consumers in a dedicated pavilion on Tmall, the Chinese company’s B2C marketplace. Alibaba Italia team, led by Managing Director Rodrigo Cipriani Foresio with Angel Zhao, Head of Alibaba Globalization Leadership Group, together with ICE trade commissioners Massimiliano Tremiterra and Amedeo Scarpa and a delegation of Italian companies, celebrated the inauguration of HelloITA in Shanghai.


The question is: are Italian companies ready to sell online on Alibaba?

In Canada, if we research Alibaba for Made in Italy products, the only companies we find from the research are fashion related and if we check the box to find the ones that are offering trade assurance, the list goes down to 3. It means that all the companies in the machinery industry are still not using this tool, and even the companies in a fashion that are present on Alibaba are not using at its full potential.

Alibaba it’s one of the best marketplaces to be, and it will be important for the next future to understand how to be present or you are losing a big opportunity.

How to sell custom made jewellery online in Canada

Italy is one of the best places in the world for the production of high hand jewelry.
In Canada, the revenue in the Jewelry segment amounts to US$1,388m in 2020. The market is expected to grow annually by 2.1% (CAGR 2020-2023). With these numbers the competition is high and it’s important to understand what are the best options. Let’s try to answer the most common questions.

Why sell jewellery online?

Jewellery is a billion-dollar online marketplace that has grown constantly. It has a lot of niches, that means a lot of opportunities.  
It’s also a market where customers are always looking for new trends.

What do I need to prepare to get ready with my online shop?

Choose the best online platform to sell jewellery in Canada?

Jewellery Etsy Diginess


Jewelry is perfect for the Etsy platform, especially if you can source or create something unique. You’ll be competing with thousands of other sellers, so you need to do everything you can to stand out. Just be aware of the $0.20 USD listing fee per item, which can add up quickly if you’ve got a large inventory. There’s also a 5% transaction fee.

Ruby Lane

Most of Ruby Lane’s users (85%) are women aged over 40, which also happens to be a demographic with disposable income to spend on jewelry. While there’s no commission, Ruby Lane charges $0.19 per listing and a tiered “maintenance” fee that ranges from $69 a month for small sellers, to $0.01 per item for major sellers. There’s also a one-off $100 set-up cost.


Amazon is offering free Professional selling plans (usually $39.99 per month) to Amazon Handmade artisans until the end of 2019. They do take a 15% referral fee per item sold (or $1 minimum per item). So you’ll have to weigh up whether the fees are worth it. Keep in mind, Amazon is by far the largest online retailer in Canada and one of the biggest in the world. If you can tap into that customer base, you could do very well for yourself.


The best thing about Bonanza is that it’s free to set up your store and they only take a 3.5% commission from the final value of each sale. That means more money in your pocket compared to most other platforms.

Social media strategy

You definitely need to put in place a social media strategy. According to your audience, our favourite social media for the jewellery industry are:

  • Tick Tock
  • Instagram
  • Youtube
  • Linkedin for B2B
Once you have selected your media plan your posting. 
If you have the budget to use influencers to promote your products, this may be the fastest way to create your online audience. If you don’t have enough budget you can always create a reselling program to attract more influencer, here a good example

You should start a PPC campaign.

You want to start a PPC campaign for these reasons:

  • learn what the best keywords are 
  • understand the volume of the market
  • learn about the jargon and new terms
  • keep you update with the trends in the market
  • decide how much to invest in the future
  • the first results are always PPC

Once you know the keyword and you better understand your audience, you will be able to start a SEO and SEM campaigns. 

Use a Video to showcase the work behind the making of your products

One more suggestion.

Work with a company like Diginess. We will save you time and money. We have the experience and the mission of promoting companies like yours.

Contact us now.