Case study · E-commerce · Strategy · Sales growth
From a specialist product to an e-commerce brand selling across European markets
Can you successfully grow online sales of products that at first glance hardly look like typical e-commerce goods? This project shows that even in a traditional sector – jute, cotton and sisal ropes – you can build a recognisable brand, reach different customer groups and sell outside Poland.
The key is combining product knowledge, a well-designed offer, technology, online marketing and efficient operations. We develop the project with direct involvement in strategy, sales, marketing and the organisation of the business.
Situation and goal
A traditional product in a modern sales model
For years the rope and cord market relied on traditional distribution channels, wholesale and industrial customers. Online retail opened up the possibility of reaching customers directly who previously had limited access to a wide choice of specialist products.
The challenge was to create a sales model that would serve both individual customers buying a few metres of rope and businesses needing larger deliveries.
Project goal: to develop a specialist e-commerce brand using direct sales, online marketing and foreign expansion – while keeping control over product quality, operating costs and customer service.
What we did
Five areas of e-commerce business development
Strategy and brand positioning
- Developing the brand and its market positioning
- Defining the main B2C and B2B customer groups
- An offer built around specialist products
- Advantages based on product knowledge, availability and service quality
- Product presentation tailored to different uses
The key decision: instead of competing on the breadth of the range – build recognition and expertise in one well-defined category.
Offer and sales growth
- Expanding the range of jute, cotton and sisal ropes
- An offer matched to uses: garden, interior decoration, architecture, industry, pet accessories
- Product descriptions and technical materials
- Retail sales and handling of business orders
- Individual offers for customers buying larger quantities
The customer gets not only the price and diameter of the rope, but also the knowledge needed to choose the right product.
Online marketing and customer acquisition
- Sales through our own online store
- Running and optimising Google Ads campaigns
- Advertising materials and product photos
- Communication based on specific product uses
- Presenting the offer in a way that makes the purchase decision easier
Product knowledge helps answer customers’ questions and remove barriers to purchase.
Sales and operations
- Organising warehousing and order fulfilment
- Packing and shipment preparation standards
- Working with logistics operators and controlling delivery costs in Poland and abroad
- Customer service and complaints procedures
- Documenting shipments to limit unjustified logistics charges
With natural ropes, weight, size and packing matter – the model has to handle both small orders and large deliveries for businesses.
Expansion into foreign markets
- Direct service for foreign customers and sales offers in English
- Organising international deliveries and handling intra-EU transactions
- Payment by bank transfer against a pro forma invoice and online payments
- Analysis of sales growth in the Czech Republic, Slovakia and Hungary
Enquiries from France, Slovenia, Latvia, the United Kingdom and Morocco, among others, confirm that a specialist offer attracts customers outside Poland too.
Results
A specialist brand with international potential
Sales are growing by 30% year on year and the store handles several thousand orders a year – despite the niche category and seasonal sales. About 90% of sales are in Poland, and enquiries and orders come in from all over Europe.
Growing e-commerce doesn’t have to mean competing in a mass market. With specialist products, the advantage lies in combining product knowledge, range availability, communication and efficient service.
- A specialist e-commerce offer – one product category, meeting the needs of both individual and business customers.
- A direct sales channel – our own store for presenting products, handling orders and staying in touch with customers.
- Marketing capabilities – campaigns, product materials and sales communication support customer acquisition.
- Organised order handling – logistics, packing, shipment documentation and customer service as part of the business model.
- International sales launched – handling enquiries from various markets and analysing further Central European countries.
Takeaways for your company
What worked in this project
Specialisation can be a stronger advantage than a broad range. In niche categories, market knowledge, product expertise and reaching the right customer are what count.
Marketing won’t replace a good business model. Results also depend on margins, logistics costs, product availability and operational efficiency.
Product knowledge is an advantage. Reliable technical information and expert service increase the value of the offer.
Your own e-commerce opens up foreign markets – without building a traditional distribution network.
Operational efficiency is as important as sales growth. High transport costs, poor packing or order fulfilment errors can eat up a large part of the margin.
Who led the project
Strategy Partners expert
Damian Rusiecki
Founder and Managing Partner of Strategy Partners. He leads the development of the project – from strategy and the offer, through marketing and sales, to operations and foreign expansion.
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