On Tuesday 20th March, 2018, TradeGecko, Shopify and Wave Commerce co-hosted the Shopify Meetup in Hong Kong. Industry experts and Shopify merchants discussed how to optimise your online store and grow the business in 2018.

1. Welcome to the
#ShopifyMeetup in Hong Kong

2. 21%
thinking of starting
a Shopify store
47%
have a Shopify store
16%
are agencies and
freelancers

3. Because this is a ‘meetup’...
● Look at the person beside you and say HI!
● Do they sell on Shopify?
● What do they sell?

4. Agenda
6:50 pm - Alex Yap - Account Manager, Wave Commerce
7:00 pm - Akul Dewan - Partner Manager, TradeGecko
7:10 pm - Greg Karpinski - COO, Isabella Wren
7:20 pm - Justin Tan - Founder, Altanx, I’d Hike That and Tenex Marketing
7:30 pm - Panel with our speakers
8:00 pm - More networking

6. Thank you to our sponsors

7. Tweet your questions to
#ShopifyMeetup

8. Tweet your questions to #ShopifyMeetup
TRIVIA TIME!

9. Tweet your questions to #ShopifyMeetup
What did the first Shopify store sell?

10. Tweet your questions to #ShopifyMeetup
When was Shopify founded?

11. Shopify Meetup Hong Kong
Tweet your questions to #ShopifyMeetup

12. Alex Yap - Wave Commerce

13. © 2018 Wave Commerce by Visual Squares Ltd. All Rights Reserved.
13
Shopify Meetup 2018 March
by Visual Squares Ltd

14. © 2018 Wave Commerce by Visual Squares Ltd. All Rights Reserved.
14
We offer a range of ecommerce agency
services from online store building,
custom development, and conversion
driven marketing services.
About Us
What We Do at Wave Commerce
ECOMMERCE SERVICESDIGITAL MARKETING
We’ve served emerging brands and
Fortune 1000 clients for digital
marketing / social media marketing
services.
We are the maker of S Loyalty, our
flagship customer loyalty solution
(SaaS) used by over 1,000 online
stores worldwide.
ECOMMERCE TECHNOLOGY

15. © 2018 Wave Commerce by Visual Squares Ltd. All Rights Reserved.
15
Our Customer Loyalty Solution: S Loyalty
In-house built loyalty program app used globally by over 1,000 online businesses
Cloud-based
Infrastructure
No self hosting required.
Integration with Shopify and
BigCommerce.
Retention
Campaigns
Run campaigns to
encourage sales as well as
repeat purchases with
points and rewards.
Loyalty Program
Automation
Build your own beautifully
branded loyalty program
and reward customers.
Deliver
Happiness
Create bonuses for special
occasions or birthdays and
more to delight customers.

16. © 2018 Wave Commerce by Visual Squares Ltd. All Rights Reserved.
16
Custom Development on Shopify
Let Our Technologists Help You Launch a Modern Ecommerce Store
Technology Consulting
Got IT questions? Leverage our experience building
on leading ecommerce platforms.
Shopify Store
Deliver a great shopping experience to your
customers with custom store functionality.
Third Party Integrations
Need to integrate with third party ERP systems or
thinking about omnichannel, we can help.
Marketing Apps, Chatbots
Build custom applications on leading marketing
channels and platforms to acquire customers.

17. © 2018 Wave Commerce by Visual Squares Ltd. All Rights Reserved.
17
Social Media Marketing
Acquire customers through Facebook, Instagram and
other leading social media channels.
Search Engine Marketing
Capture customers at the point of shopping intent
through search engine marketing.
Custom Reporting
Track and measure your marketing performance and
report on ROI from your advertising dollars.
Display Advertising
Reach potential shoppers online, re-target and
convert prospects into customers.
Ecommerce Digital Marketing Service
Online Sales Conversion Driven Media Buying Approach
Setup + Management of Mini Site
Setup mini site(s) with modern and conversion
friendly design to increase conversion rate and
improve leads quality.

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18
Digital Advertising Channels 2018

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19
Ecommerce Market Continues to Grow
19
Source: Statista, Oct 2017
3,303
3,715
4,155

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20
Capturing the Growth through Digital Marketing.
Which Ad Channels Will Work for Me?
20

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21
What about Search Engine Marketing
(SEM)?
21
• Will your customer search for your products or product
category?
• Not likely if your product’s functionality is new
• Not likely if your brand is new
• Not likely if it is not something they need
• If they would, are you able to capture their attention on
the search page?
• Very difficult or very expensive if major brands are also going after
your audience
• If both answers are a resounding YES, then you should definitely
include SEARCH as one of your channel

22. © 2018 Wave Commerce by Visual Squares Ltd. All Rights Reserved.
22
What about Social Media Advertising
22
• Business Need for Branding/Awareness Build
awareness for your new brand/product category
• Story telling for your brand
• Discovery -> Urgency -> Buying
• Special promotions, offers (limited quantities)
• Visually stunning products
• But Which Social Media Platform
• Are your audiences on the platform?
• Constrained by your resources
• Iterating image variation, videos productions, ad
copies, etc…

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23
Google Shopping Ads: Another Channel for
HK Merchants to Consider in 2018
23
• Becoming a dominant ad format
for US market
• >52% ad spend of Retail
paid clicks as of 2017
• 1st Time Image-based ads for
Google Search
• Making products more
discoverable for consumers
• Gaining momentum in
HK/Asia

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24
Search vs. Shopping Ads: Key Differences
Search Ads Shopping Ads
Text Only Images
Free from ad creative
written by Advertiser
Ad creative largely
determined by product
info submitted
Advertiser can decide
which keywords to bid
Keywords decided
based on product info
submitted
N/A
Product info needs to
be aligned with landing
page

25. © 2018 Wave Commerce by Visual Squares Ltd. All Rights Reserved.
25
Our View: The Power of Shopping Ads
1. Use of images potential for higher CTR, also lets
shopper preview before clicking in.
2. Inability for competitors to bid on your brand term may
lead to lower ad costs.
3. For new brands, great way to be able to display their
product especially if you have a highly visual product.

26. © 2018 Wave Commerce by Visual Squares Ltd. All Rights Reserved.
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Google Case Study: vineyard vines
“PLAs (Google Shopping Ads) have let us improve the customer
search and shopping experience, strengthen our brand positioning,
and achieve a healthy ROI.”
— Lindsey Worster, vice president, brand communications, vineyard vines
Metric Result
Revenue from Digital Channels 12% Lift
CTR 160% higher CTR than non-branded search
Conversion Rate 84% higher conversion rate than Search; 112% higher than display
Revenue Growth 4-5% Growth
ROI Higher than any other digital channel
Note: vineyard vines is not a Wave Commerce client. This case study was adapted and referenced from https://static.googleusercontent.com/media/www.google.com/en//ads/shopping/pdfs/vineyardvines.pdf

27. © 2018 Wave Commerce by Visual Squares Ltd. All Rights Reserved.
27
Optimizing the Shopping Ad Unit
• Product Names and other product info are very important
• It determines which keywords will be given to your ad.
• Images, pricing and the sequence of wordings on Product Title
• will also help you to be competitive in terms of CTR.
• Add Irrelevant search terms as Negative Keywords
• Although you are not allowed to bid on keywords, you are still allowed
to add negative keywords
• Constantly review your search terms, add irrelevant terms to negative
keywords
• Use Ad Preview Tool to check which products are showing up for each
search terms
• This will help you discover why certain ad’s has low CTR/Conversion

28. © 2018 Wave Commerce by Visual Squares Ltd. All Rights Reserved.
28
Additional Optimizations Opportunities for Shopping Ads
Ratings Special Offer Showcase

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29
The Journey
Identifying a right ad strategy
29
1. Identify the right channel mix for your product
• Push or Pull or Both?
• Given limited resources, which channel is the lower hanging fruit?
2. Put together a strategy to test the ad channel
• Decide an Ad Budget to commit monthly/weekly
• Decide a suitable way to approach your channels (How would you create
variations and segments your audience?)
• Decide a suitable way to track success (CPC? CPM? Cost per orders? ROI?)
3. Execute the campaigns
Iterate your ad/channel/targeting variation consistently
4. Optimize and scale your campaign

30. © 2018 Wave Commerce by Visual Squares Ltd. All Rights Reserved.
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Address
Room 1011, 10/F, 100 Granville Road,
Tsim Sha Tsui East, Kowloon, HK
Phone & Fax
Telephone: +852 27798373
Fax: +852 27798378
Web
www.wavecommerce.hk
team@wavecommerce.hk
Contact Us
1011, 10/F, Harbour Crystal Centre, 100
Granville Road, Tsim Sha Tsui

31. Shopify Meetup Hong Kong
Tweet your questions to #ShopifyMeetup

32. Akul Dewan - TradeGecko

33. The problem we solve
Carl Thompson, co-founder and former CMO of
TradeGecko, founded Crowded Elevator fashion
label in 2009.
• Connections in fashion and retail industry
• Strong retail traction
• Stockists and wholesale deals

34. The problem we solve
Carl Thompson, co-founder and former CMO of
TradeGecko, founded Crowded Elevator fashion
label in 2009.
• Connections in fashion and retail industry
• Strong retail traction
• Stockists and wholesale deals
Two years later... he went bankrupt.

35. The problem we solve
What Carl loved
● Designing t-shirts
● Building a brand
● Building customer and wholesale
relationships
What Carl ended up doing
● Master of 100s of spreadsheets
● Operations manager
● Debt collector

36. The tool that helps brands grow

37. TradeGecko is cloud based inventory
and order management software.
● Manage all your business
operations in one place.
TradeGecko

38. How TradeGecko complements Shopify
Keep track of stock
across different
locations, including
Shopify POS.
Create purchase orders,
stock takes, track costs
and view complete
finances.
Integrate and manage
multiple stores in
different currencies and
languages.

39. We now help businesses around the world
15,000
Users
90
Countries

40. 3 eCommerce trends
to help drive your growth in 2018

41. TREND #1
Online and offline convergence
(aka retail is not dead)

42. Online and offline convergence - what it looks like

43. Helps boost your ranks
on Google searches
It’s not the same as
traditional retail
Online and offline convergence - the benefits
Great for products that
need a “try and buy”

44. Online and offline convergence - how you can do this
Pop up store
Click and collect
Stockists

45. Online and offline convergence - Shopcodes

46. Our customers
Borowski Glass - Multichannel retailers
● Hong Kong based glassware and gifts retailer
and wholesaler
● Have 5+ retail stores
● Sell online on Shopify
● TradeGecko helps them integrate their online
and offline sales, plus manage their price lists

47. ECOMMERCE TREND #2
The Disruption of B2B eCommerce

48. B2B eCommerce
B2C eCommerce
7.7T2017
2.4T
2017
B2B is
320%
Larger
The future of eCommerce - B2B vs B2C

49. B2B eCommerce
Start selling wholesale online
with your own B2B eCommerce
Platform
Let your wholesalers easily
reorder and pay online
Use stockists as a wholesale
deal and to spread awareness
about your brand
Identify trade shows that your
wholesale customers attend

50. One of our customers
Rohr Remedy
● Natural skincare wholesaler and retailer based in Cairns
● Sell online, wholesale online, at trade shows and to stockists
● TradeGecko's mobile app and multi-location features are
helpful at trade shows or on the go
● Multiple price lists & currencies help them deal with various
wholesale customers

51. ECOMMERCE TREND #3
Prepare for Amazon

52. 2 ways to sell online
eCommerce vs Amazon

53. Amazon
Start experimenting on Amazon
Start on the Seller Marketplace and list
a handful of SKUs
You don’t have to list the products that
you sell on Shopify
Get an inventory system to make sure
you never oversell
Review your returns policy, schedule
Amazon health checks, register your
brand and purchase UPCs,

54. What does all of this mean?

55. eCommerce sales
on Shopify
1. Keep doing what works

56. Retail presence /
stockists
Sell on mobile at
trade shows
eCommerce sales
on Shopify
Amazon
2. Test new sales channels

57. Sell on mobile at
trade shows
Create
and send
invoices
Create Shipping
documents and
ship items
Purchase the
correct amount of
stock
eCommerce sales
on Shopify
Amazon Australia
Integrate with
Xero
+
3. Let technology do the heavy lifting
Retail presence /
stockists

58. Shopify Meetup Hong Kong
Tweet your questions to #ShopifyMeetup

59. Greg Karpinski - COO, Isabella Wren

69. Shopify Meetup Hong Kong
Tweet your questions to #ShopifyMeetup

70. Justin Tan
Founder, Altanx, I’d Hike That and Tenex
Marketing

77. Shopify Meetup Hong Kong
Tweet your questions to #ShopifyMeetup

78. #ShopifyMeetup Panel
Tweet your questions to #ShopifyMeetup

82. Thank you for supporting
#ShopifyMeetup Hong Kong!