This interview is with Modestas Mankus, Founder at Talks Grow.

Modestas Mankus, Founder, Talks Grow

Modestas, welcome to B2C Brief! Could you tell our readers a little bit about your journey in the world of e-commerce and what led you to become an expert in this field?

My journey began around six years ago. I established a site called Resource Moon, which sells digital assets to creatives. Over the years, we grew the site, and my agency, Talks, niched in e-commerce services, which I hope in some ways makes me an expert in the field.

You've clearly achieved a lot in your career. Could you share a pivotal moment or decision that significantly shaped your path within the e-commerce industry?

I'd say being nominated for Young Business Person of the Year was phenomenal, but also the first time we made 1,000 sales in a month. It felt phenomenal to achieve such a mark.

You mentioned the importance of understanding customers. Can you recall a time when you had to deeply analyze a specific customer demographic to tailor your e-commerce strategy? What were the key insights and how did you implement them?

We always have to analyze specific customer demographics, so it's not a new thing for me personally. In the past, we've looked at different age groups and their expertise and tailored the copy and imagery of our advertisements to suit their needs. For example, professionals received much more technical language, while the campaign for beginners aimed at easy-to-understand language.

You highlighted the effectiveness of checkout offers, particularly for 'no-think' add-ons. Can you elaborate on how you determine the right price point for these add-ons to maximize both revenue and customer satisfaction?

It depends on the products in the basket, but typically anything under $10 is what we consider a no-think add-on. For other niches, this can differ. For example, in luxury, you can opt for a much higher-priced add-on.

You emphasized the role of email marketing and personalized shopping experiences. What are some creative ways you've seen e-commerce businesses use data to personalize their email campaigns beyond product recommendations and discounts?

I think my favorite ones are birthday and previous order-history campaigns. They really speak to the customer, and conversion rates on these campaigns tend to be very high in comparison to general campaigns.

Besides email marketing and newsletters, what emerging marketing channels have you seen success with in the e-commerce space, and what makes them particularly effective for reaching B2C audiences?

Cold calling has worked wonders; people love a voice, or more specifically, a person attached to the brand. We also did physical leaflets, which enticed customers to visit our website, and that also worked well when it comes to ROAS.

You mentioned adapting marketing messages for international demographics. Can you share an example of a successful campaign that resonated with a global audience while still respecting cultural nuances?

Our company is pretty neutral, but we had to adapt our wedding assets to each demographic. We looked at cultural differences and used them to our advantage to push our products in a way that resonated with our international audience.

The e-commerce landscape is constantly evolving. What do you believe is the biggest challenge facing B2C businesses today, and what steps can they take to stay ahead of the curve?

For a lot of e-commerce companies, falling for a PPC pit and selling products that simply don't make money can be problematic. Sometimes dropping a range of products is vital to staying afloat. Keep reviewing your margins and make changes when you need to.

Looking to the future, what emerging trends in e-commerce are you most excited about, and what impact do you think they will have on the industry and consumers?

I personally love AI in customer service. It works well for both customers and e-commerce store owners, saving money and time. Certainly, something that will become a norm in the majority of e-commerce stores in the near future.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

For those starting out, keep it going, pivot, and if you fail, start again.