Food - E-commerce
Challenge:
Turn the traffic of a non-converting e-commerce store into sales.
Approach:
- New Shopify store
- GA4 and Tag Manager tracking
- Google Shopping and Meta campaigns
77K
Sales generated in one year (€)
Read the full case study
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From a non-converting e-commerce store to €240,000 in sales across four markets
How we got Bosatta's parts and accessories for Vespa, Ape, Moto Guzzi, Gilera and Piaggio selling online again: a new purchase journey, product feeds and separate Google Ads campaigns for consumers and dealers in Italy, Spain, France and Germany.
€240,000
sales generated in one year
€65,000
ad budget managed
127
enquiries from dealers and workshops
4
markets: Italy, Spain, France, Germany
The starting point
A manufacturer that only sold through dealers
Bosatta makes parts and accessories for classic and current Piaggio group vehicles. It has two audiences: the enthusiast repairing their own Vespa and the workshop or dealer ordering in volume.
Before the project almost all sales went through dealers, with periods of strong demand followed by empty months. The e-commerce store existed but did not bring in orders.
01
No direct flow of customers
Without a process for lead generation and online sales, the company depended on dealers and their seasonality. There was no stability in revenue.
02
A purchase journey full of bottlenecks
Finding the right product was difficult and the checkout drove people to abandon their basket. The CMS was outdated and not suited to selling in several countries with different languages and currencies.
03
Two audiences, one message
A consumer buying one part and a workshop ordering from the price list have different needs, but the site and the messaging treated them the same way.
A multi-country e-commerce store is built on the purchase journey first and the campaigns second.
Buying traffic for a site where people abandon their basket would only have meant spending faster. We worked on the store first, then the feed, then the campaigns.
- Client
- Bosatta
- Industry
- Parts and accessories for Vespa, Ape, Moto Guzzi, Gilera and Piaggio
- Period
- Twelve months
- Services
- Google Ads, e-commerce, tracking
The work
What we did, in this order
Four markets and two audiences mean eight combinations to manage: every piece of work was designed to be repeated country by country.
01
Purchase journey analysis
We followed users from product search to payment to find where they dropped out, and redesigned the store with a clear, mobile-friendly purchase journey.
02
Tracking with Google Tag Manager and GA4
Custom events across the e-commerce funnel, with conversions and order values integrated into Google Analytics 4 and Google Ads, so decisions are based on data rather than gut feeling.
03
Google Merchant Center and product feeds
A feed optimised by catalogue, language and market, with segmented campaigns to maximise return on ad spend.
04
Separate campaigns for consumers and dealers
In each of the four markets, separate campaigns for the B2C audience and for workshops and dealers, with bidding strategies based on tracked conversions.
The results
€240,000 in sales and 127 dealer enquiries in one year
The figures cover a twelve-month period.
| Metric | Value |
|---|---|
| Ad budget managed | €65,000 |
| Sales generated | €240,000 |
| Enquiries from dealers and workshops | 127 |
| Active markets | Italy, Spain, France, Germany |
Direct sales gave the company a channel that does not depend on dealer seasonality, while the 127 B2B enquiries widened its network of partner workshops and shops.
Key takeaways
What we would do on an e-commerce store like yours
Basket first, campaigns second
If the checkout drives people away, paid traffic amplifies the problem instead of solving it.
One feed for each market
Language, currency and availability change from country to country: a single feed holds them all back.
Consumers and dealers are two different customers
Same product, opposite needs. Separate campaigns and pages cost little and change the results.
Does your e-commerce business still depend on dealers?
Sales that follow the seasons, a basket that empties before payment, foreign markets never really opened up. If you recognised your store while reading this page, there is almost always room to grow, and more of it than you think.
In 30 minutes we review your e-commerce store and your Google Ads account together: purchase journey, product feeds, tracking. You will leave with recommendations you can put to use straight away to improve performance.
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