Webedia is one of the leading digital entertainment companies with 250 million monthly unique users worldwide and up to 312 million monthly social media followers worldwide. Within their experience, they have extensive knowledge in the ecommerce sector . With the aim of being able to analyze what the trends are within this market. Therefore, and especially in view of the celebration of the next Black Friday, from MarketingDirecto we have arranged a conversation with Lisa Lopes, Head of eCommerce and Affiliation of Webedia. Therefore, javier Matallana, Publishing General Webedia Manager.
How has the ecommerce sector evolved?
With the emergence of the Internet and category email list the process of sophistication that it has experienced, ecommerce has experienced a very extensive phase of development. Javier Matallana reflects this exponential growth by offering data that demonstrates this fact. In Spain, during the last quarter of 2011, 2.5 billion euros were invoiced through ecommerce. In 2016, it reached 6.5 billion euros and last year 2021, it reached 17 billion euros , which reflects the enormous growth that the sector has experienced in recent years.
The value of affiliate marketing
Traditional membership continues to BI Lists have great importance within a company like Webedia. “What we do is focus a lot on creating quality. Therefore, interesting content, related to topics and products that are of continuous interest to the audience,” says Lisa. However, in addition to these traditional methods, there are also new ways to develop this affiliation process. “There is a very big commitment to other formats that come from Asia, mainly from China. To give an example, the entire part of talent, influencer. Therefore, lifeshopping, videocommerce, are trends that come hand in hand with taking advantage of moments of buyer entertainment to introduce affiliation and increase conversion,” she adds.
