In this episode of the eCom Ops Podcast, Norbert has a fascinating conversation with Yuriy Boykiv, CEO of Front Row. Yuriy shares his journey from marketing and advertising to leading an eCommerce accelerator, offering deep insights into the rapidly evolving eCommerce landscape. He emphasizes the importance of omnichannel strategies and leveraging data to drive success in today’s market.
About
Yuriy Boykiv is the CEO of Front Row, an e-commerce accelerator transforming the online retail landscape globally. Leading a team of passionate and innovative professionals, Yuriy brings over 20 years of experience in international marketing, advertising, and media. With a proven track record in building and scaling successful businesses, he is also an active investor and entrepreneur in immersive experiences, VR, and Fintech.
A frequent speaker, writer, and contributor to various media outlets and events, Yuriy shares his knowledge and perspectives on entrepreneurship, global trends, leadership, and marketing. Eager to learn, grow, and collaborate with like-minded professionals, he remains dedicated to making a difference in the e-commerce industry.
Front Row is a full-service e-commerce partner for leading beauty, wellness, and CPG brands like Unilever, Rare Beauty, Scrub Daddy, and more. As one of the earliest adopters of Amazon Marketplace, Front Row has witnessed the platform’s evolution and leverages this experience to benefit its clients.
Extremely data-driven, Front Row utilizes its proprietary technology, Catapult, to help brands increase awareness and sales by meeting consumers across the e-commerce spectrum (Amazon, Walmart, TikTok Shop, etc.). They provide up-to-the-moment first-hand data on consumer habits, making them a valuable resource for trend stories.
Partnering with leading brands to accelerate their e-commerce growth, Front Row offers a unique blend of niche expertise and global perspective. Their capabilities and proprietary technology allow them to design, market, and distribute globally, ensuring their clients stay ahead in the competitive e-commerce landscape.
The Key Takeaways
Embrace Omnichannel Strategies
Yuriy highlights the importance of diversifying sales channels, including Amazon, Walmart.com, and DTC websites. An omnichannel approach helps brands build robust customer relationships and leverage multiple touchpoints for better engagement.
Mobile-First Approach
With a growing number of consumers starting their shopping journeys on mobile devices, a mobile-first strategy is critical. Brands must ensure their online presence is optimized for mobile to capture and convert these shoppers effectively.
Website vs. Marketplaces: Which Way to Turn?
Yuriy discusses the advantages of having a DTC website alongside selling on marketplaces like Amazon and Walmart. A DTC site allows for direct customer relationships, product development, and retention strategies, while marketplaces offer vast reach and convenience.
The Secret Relationship Between TikTok and Amazon
Yuriy explains how TikTok drives significant consumer attention, often leading to product searches and purchases on Amazon. Brands should consider expanding their advertising efforts to platforms like TikTok to capture new audiences and drive traffic to Amazon.
Use Your Data!
Brands collect vast amounts of data across different channels. Yuriy emphasizes the importance of analyzing this data to understand customer journeys and optimize marketing strategies. Data connectivity and a holistic view of customer behavior are crucial for success.
AI in eCommerce: Enhancing Productivity
While AI is still in its early stages, it is being used to enhance productivity and optimize various processes in eCommerce. From improving listings to automating media bidding, AI helps brands become more efficient, though human creativity remains essential.
The Final Thoughts
This episode offers a comprehensive overview of the eCommerce landscape, highlighting essential strategies for entering and succeeding in the market. From the importance of omnichannel approaches to leveraging data and AI, Yuriy’s insights provide invaluable guidance for any brand looking to thrive in the competitive eCommerce environment.
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The No.1 eCom Operations hack
“We realized that 80% of people who are exposed to our ads on TikTok then go to Amazon and look for the product. So we always thought that people go to and start Googling it, but only 45% were Googling it.”
