In e-commerce, data is like fuel. But what’s the point of having thousands of it if you don’t know which bits actually drive your profits? The new version of Base Analytics has been designed to finally give you the full picture of your business – from revenue and costs to your actual profit margin and areas for growth. If you’ve been using external tools or spreadsheets up until now, forget about them. Now you have all your key data in one place – in the new, revamped Base dashboard. Data, Read more
Just a few years ago, most sellers treated Amazon as a simple formula: you list a product, set up your logistics, run an advert, and scale comes naturally. Today, this only works if the numbers add up. And the numbers on Amazon add up either thanks to an operational advantage or a very deliberate pricing and listing strategy. That is precisely why the announced fee reductions in Amazon’s European shops for 2026 are significant. Not because Amazon is cheaper, but because it opens up opportunities for certain product ranges Read more
For e-commerce, 2026 will not be „just another year of campaign optimisation” or a minor evolution along the lines of faster deliveries, better UX and a little more automation. The biggest change will happen earlier – at the stage when the customer is only just beginning to think about making a purchase. Increasingly, the first place where consumers look for inspiration and guidance is no longer Google or a price comparison site. It’s generative tools: ChatGPT, Gemini, Claude or AI Mode. Customers aren’t „searching” for links – they’re seeking advice. And if in Read more
Version 2.0 of the National e-Invoice System (KSeF) is changing the way accounting documents are handled in the Polish e-commerce sector. For retailers, this means not only a technical obligation but also the need to streamline invoicing processes, integrate with accounting systems and automate operational workflows. In this context, Base.com acts as a central tool that combines multi-channel sales with document management and communication with KSeF. Base.com as an e-commerce invoicing hub Base.com provides a comprehensive suite of tools for the efficient issuance and management of accounting documents. From a single dashboard Read more
There are industry events where you come away with a handful of leaflets and nothing more. Then there are those that help you organise your thinking about online sales: they allow you to compare different approaches side by side, ask the tough questions and, finally, see what actually makes sense as your business scales up. That’s exactly why we’ll be attending the eTrade Show 2026. The event takes place from 27 to 29 January 2026 at Ptak Warsaw Expo in Nadarzyn (near Warsaw). If you’re planning to grow your e-commerce business, thinking about expanding, or want to streamline Read more
Until recently, many companies treated online sales as a simple process: you post a listing, run an advert, and „it all sort of works out”. Today, it’s clear that this phase is over. The market is maturing, competition is growing, and marketplaces are becoming an increasingly demanding environment. In 2026, it won’t be those who „sell everything” who come out on top, but those who have control over the process: data, product range, logistics and profitability. Marketplaces are no longer just an add-on. They are becoming the operating system for sales. By 2026, in many sectors, the marketplace will be the primary channel for acquiring Read more
Clicking „Buy and pay” does not mark the end of the customer journey. For the buyer, this is just the start: uncertainty sets in („Did it go through?”, „when will it be dispatched?”, „where will the parcel end up?”), whilst for the shop, the fulfilment process begins – a process which, without good communication, can lead to costs, returns and enquiries to customer service. One of the most underrated elements of this communication is the order confirmation email. Many shops treat it as a mere formality: a template from the platform, random content, automatically generated text with no structure. The result? The customer feels, Read more
Kaufland is rapidly expanding its presence in the e-commerce market – by 2025 The platform is now present in as many as seven European countries: Germany, Poland, the Czech Republic, Slovakia, Austria, France and Italy, giving sellers potential access to around 139 million online customers. For many brands and sellers, this is the natural next step after Allegro. From now on, you can tap into this potential with additional support – bTOP Agency has become an official Agency Partner of Kaufland Global Marketplace. What does this mean for you in practice? 1. Read more
The way customers search for products online is changing faster than many retailers have realised. Increasingly, rather than typing a query into Google, users are asking AI-powered tools directly: GPT, Claude, Perplexity or Gemini. These tools answer questions such as „where’s the best place to buy”, „which shop is trustworthy” or „which option should I choose”. If your online shop doesn’t appear in these results, you’re effectively losing out on traffic and sales — even if you have Read more
1. What’s currently happening in e-commerce marketing? Just a few years ago, the setup was simple: most of the budget went to Google Ads and Facebook, whilst marketplaces were treated as an additional source of sales. Ads on Allegro or Amazon served as a „nice extra” that could be switched on if there was a bit of budget left over after setting up campaigns on traditional channels. Today, this model is increasingly being turned on its head. Retail Media – advertising directly on platforms – is becoming the fastest-growing segment of digital advertising Read more
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