 Hi everyone, my name is Travis Blienus and I am based in Austin, Texas, but our company was originally founded here in Sydney and actually our office is literally two blocks from here. I forgot all the banners so I had to go back this morning. Anyway, I wanted to kind of bring to you a set of knowledge and just, you know, we operate in the world of e-commerce and so our daily lives are spent on figuring out what trends are driving the way people shop, what new technologies are getting relied upon and expected throughout the shopping and buying experience and really our mission is to help brands go from where they're at today to actually scale further to where they aspirationally want to get to. So today's talk is really just about high level trends that we've been seeing both on the brand side and on the consumer side that really great to just share and start implementing into your strategies. Alright, so I found this stat online, it was a medium article, it was really interesting but basically 95% of your shopping decisions are all subconsciously and so what your brain does is that it tries to make an intuitive decision that's then communicated via an emotion to your conscious mind and then your conscious mind says, okay cool, that thing happened, I felt this thing, now I'm trying to justify it with logic and reason and so that's very cyclical as to how we shop online and so expectations of consumers and shoppers online in general are shifting so it's great, you've got a website, that's huge, it's great, you've got a website that you can shop on, that's huge too. That has been pretty typical for the last decade or so and consumer experiences are no longer like if you want to lean into this very emotional based reaction rather than just like I've made the conscious decision to start shopping but rather I was already browsing and shopping happened to be part of that experience, that's the big horizon here and so expectations are no longer, I've made the decision to go view a website, I've made the decision to start shopping but a blended experience and so content and commerce just very inextricably linked but the big point here is that there's no silver bullet, it's little components that you can add to your strategy that help level this up and so this is a quote that I didn't want to butcher and I also didn't want to just read off the side so yeah sorry it's super cheesy and attributed to me but yeah it's no longer a transactional activity, it's an end to end emotional experience that results in a positive customer response that results in you know site traffic, loyal brand, consumer and you know a very happy user that tells friends. So three things that I want you guys to get from this session today, wow this looks like six with the dual screens, so six things I want you to learn, I want you to gain knowledge from you know just what I have to ramble on for the next 40 minutes about, discover references and apologies I tried to mix in as many Australian brands I could think of in my references so I'll provide the context for the brands that I'll kind of show you and then just learning how to implement these into your own brand, your own experience and everything that you guys know how to do well. So first one is building your trust funnel and I have a slide at the end that shows my dogs but literally those are my dogs, I've got two big English cream golden retrievers. So as I was saying content in commerce aren't separate anymore and actually the great part about WordPress is that you guys have dominated the world of content SEO is baked into your DNA like that's that's something that can't be replicated that brands that are typically just in the on the commerce side are desperately trying to figure out how to replicate these days and so excuse me you guys already have a leg up in that this is the community of WordPress. Brands are actually actively trying to play catch up now so historically commerce focus brands think the industry titans of the world like Procter's Gamble things like that they're trying to lean into the trends that are actually putting them in a tough spot like Dollar Shave Club or Stray Whisker or you know these packaged consumer or consumer packaged good models that sell direct so if you guys been bombarded with you should buy this mattress in a box online ads or possibly bought one I've personally bought two in the last five years that's the type of model that you guys can lean into because it it's not that I made the decision to go shop for a mattress it was an ad was put in front of me that shows like the favorite mattress company that I like is is purple and it like I just love seeing the egg drop tests onto their purple springs and so like I never asked the Internet to show me if an egg can survive me landing on top of it on top of a mattress but that's what was put in front of me and it led my curiosity to go wait hold on what is this oh wait you had engineers from NASA build this thing you've got a patent and all of a sudden I have all this information and I'm well down the purchase funnel for something that I wasn't even in the market for but it was an emotional response to this cool experience that was kind of put in front of me and that's that's what you're trying to recreate within your brands and on your sites and to that end millennials are the ad well they're they're annoying I'm one of them so apologies but we've grown up in an era where we've been bombarded with ads like our entire existence has been the model of you get this free thing at the cost and expensive ads and we're very good at responding to those in a negative way and so you have to actually put something in front of this generation that actually makes them want to learn more that educates them that creates you know a certain type of value for them excuse me I'm gonna get some water quick good example of this is have you guys consumed the website the wire cutter it was actually bought by the New York Times and it's it's one of these things were again they they have they do product reviews and not just like oh I reviewed this product but like they tell me why this person is important they added all this context about their history and how they were an audio file or they were a homemaker for 20 years or you know they're a nanny and it's it's basically a thesis on why I should buy this ironing board and I say that because I literally bought an ironing ironing board out of the compelling nature of this this content and so that's kind of like the crux of all this is you got to educate people and like being consumers of information makes it feel better as a person that hey I have now connected that emotional response to the experience paired it with content and information and now the logical outcome is yes I definitely need to be buying this and so you can create that for whatever your brand is it's it's it's not limited to just you know dollar of the month razor clubs or mattress in a box but did we ever think that we'd live in a world where you'd be buying a mattress in a box online probably not so three brands doing this well again six brands I guess these are all actually I don't know where the first two are based but uncrate is a site that gets about a million and a half views a month they have a record of over 9,000 products that they've sourced across the globe and what they do is they're not just saying hey we found this cool thing come buy it they're writing content around these things so like hey weekend camping trip in a tropical climate filled with rich photography information on how to do proper like tents set up and then guess what there's a link to hey you can buy this tent or you can purchase this flare gun things like that gear patrol let's see this is actually this is an interesting one because on the flip side of the legacy kind of shopping or merchant side trying to add content you also have the inverse which is how do I make the shift from being a very content-centric site and adding commerce into that experience and gear patrols actually they're they're a Hearst company so like the the Hearst global magazine conglomerate they do the same thing they painstakingly shop for the right products let me see what they call they said they're pioneers in what they call product journalism which is kind of interesting because there's a whole market now around being a journalist and writing about cool products that you've found that like it doesn't matter if you're the first one to find it or not the fact that you took time to compare it to other things to write up a thought piece to give your perspective on it and then actually get that affiliate link and you know that commerce experience back to you so the more that you can link content and commerce together the better site traffic you're gonna have the better conversions you're gonna see for your business and yeah it's pretty cool so recap of this educate and build trust stop advertising products kind of change your model on how you do that and build trust through content and experiences so second one this is instant gratification I'll spare you the dolphin right now so like it or not expectations of shoppers online have been set outside of your control there was never a meeting that assembled and said hey we're all going to now offer two day shipping for free it's basically a world in which you're like crap how how am I gonna compete with that and the answer is it's not something that you have to compete with Amazon came up with the model that free two-day shipping is their version of best and for them best equals getting your products to you as fast as you can for the cheapest that doesn't mean that your business has to lean into that cut into your margins ruin you know your profits for the year but you have to define what's best for your business and that can take many different forms so you know overall goals for defining what's best you should be memorable you could try to save people money you make their shopping experience more convenient and so I'll I'll get into that in the example slide but it's important to remember too that even after you've made that sale your branded experience doesn't end there so just because you aren't offering free two-day shipping maybe you offer 499 flat rate shipping that gets it there in seven days as long as you can be upfront about what parameters you're setting people are fine with that but you have to deliver within those if you want them to come back and have that be memorable deliver something that's unexpected get a box again I'll show you on the next slide but there's a story behind the shirt too so you want the experience to continue after sale because if it's just a transaction they're not going to remember you it's more of a utility that you've provided for them a means to an end to get an object that had no emotional impact on your life and so your version of best should extend even beyond getting them to your site and having that transaction take place and then you know the third point is don't hide anything so what I mean by this is if you aren't offering free two-day shipping that's fine you just call out the terms have your terms for shipping be quite logical have your return instructions be favorable make yourself available to customers there's a reason why like in the states right now all the customer service companies of you know Silicon Valley are IPOing like crazy because guess what optimal customer service timely responses and you know friendly voices on the other end of the phone are are really critical in ensuring that people have the entire brand experience because buying something doesn't stop there it's it's an entire process to get them to come back to you so these three brands are again I apologize not not Australian brands but they all have really unique stories and kind of interesting ways of what best is for their brand so Dazidi or Dazzadi I honestly don't know they sell foosball tables they sell ping-pong tables pool tables large objects that have plenty of assembly required possibly freight like why would you try to sell that online you would think that you would just go to a sporting goods store but they've been in business selling online for over a decade and they they crush it because their version of best is first okay obviously big items they provide freight shipping so if you're ordering you know pool tables for this building that's going to be a doable thing however what about the moms and dads that are trying to surprise their kids at Christmas with a foosball table they've thought of that their version of best is at checkout for like Christmas time you can actually select like secret Santa delivery and you put in special instructions of like when your kids are going to be in bed and they'll show up at that right time help you sneak it into your garage help you assemble it in your house like these are all services that you can pay for and so it's it's that extra added touch of like wow that was totally unexpected and a huge relief for parents Jenny's ice cream is is kind of a cult brand in the US for for ice cream they've got very few locations but they're they're expanding and you know it's it's you know ice cream for hipsters but it's it's delicious they sell ice cream online like we live in a world where you can sell ice cream online and I kid you not when you get a box of Jenny's ice cream first of all they took time in all right we're going to spend X sense more to get this very posh white box that has very you know tactile like you've got to own the experience from when you pick it up at your doorstep to bringing it in the house and so you open this box all of a sudden it's lined with orange on the inside and it's like wow unexpected and there's you know the styrofoam lid it could have just been styrofoam but it's branded Jenny's and you lift it off and it's just like this puff of like dry ice that just comes up and it's it's really cool it's if you order ice cream from them you definitely go wow this was an experience that I want to even just tell my friends about or like put it back in and so I can Instagram it for later or send it to somebody as a gift because they're gonna get that same impact and so their version of best is that experience and then Robert Graham is well the shirt that I'm wearing now and these are kind of shirts where I really like to see them in person and they had a flash sale because I've bought so many things from them and so I got invited to this you know website where it just dropped the price significantly and I bought the first two shirts from them online that I've ever bought I normally buy them in retail and it was like opening up a new Apple product when I got it it had like this white box there's a little tab that had like like little embroidery and paisley on it and you pull it out and it was just like gold tissue paper and they were sealed with a note and it was just like wow like this felt special like the the the excitement that I had for the shirt was then just multiplied by like how much effort they put into making sure that when that arrived it felt as good as it did buying it in the store and so find out what your best is and do that so this this recap is you know meter beat your shopper expectations brand your post sale experiences and be honest and reachable so as you're gaining traction with your brands and trying to figure out how do I get maybe you're at that point where you're like hey we're doing ten thousand in sales a month or maybe I'm trying to get from one million in sales a year to ten million a year you've got to start looking at what the different channels are and so I'll preface this by saying that you know I understand that Amazon is kind of having the same success as Starbucks did here so don't don't knock me for that but I'll speak to it regardless but there's a lot of interesting things going on with the Titans of the World so there's a reason why Facebook Amazon Instagram Walmart they're all radically investing copious amounts of cash into their products because for these types of businesses whoever owns the most data the most digestible dissectable sellable targetable data of the world is going to win in the eyes of Wall Street and the winner in the eyes of Wall Street is going to trickle down to what brand consumers trust or rely on and go to more frequently and so regardless if you agree with their approach to their business models or not they're they're happening that doesn't mean that you can't benefit from the work that they're putting into it so with when it comes to things like like Amazon Amazon is built now an ad network within Amazon because they know that when you search for backpacks and there are 9,000 options like your backpack that's listed at you know line 8,000 might not have the visibility that somebody at the top would but guess what for five bucks a day you can advertise for a specific keyword for backpacks so all of a sudden you're a recommended brand they're they're recreating what Google Google does with you know PPC and paid search and things like that Facebook's doing a really interesting thing right now so if last two years they've they literally opened up an office a block away from Amazon headquarters in Seattle and they've been hiring engineers product managers developers for the last two years and so they've got a team of about two to 300 people right now that are working on Facebook marketplace so Facebook marketplace is Facebook's answer to Amazon they want to build a network where a brand can come and connect and rather than like when you're scrolling through your Facebook feed it's your friends what if you had the equivalent of scrolling through brands that you've shopped for before and you can see almost like in real time like a new blog post oh they posted this new pair of socks or hey these shoes are kind of cool and the the redirects are killing them and so they want brands to come to them and plug into this so again money being spent to try to facilitate sales is something that you can and should be leaning into and then shopping on Instagram that's been just a runaway success and so you can now much like you would tag a person on Instagram you can tag a product and that shopping experience takes place right within Instagram and so it's now live in I think 45 countries and yeah it's really cool and then what else did I have in here you know that that was about it brands doing this well and I swear there are Australian brands in my presentation will get there eventually but Spearmint love sold baby clothing and they had they started as kind of like a hot mommy blog like there were a lot of tips for new mothers trying to you know figure out how to raise a newborn child and what they did was they started creating clothing and it you know kind of took to center stage for their business to create awesome clothing for babies and what they did was they actually leaned into Facebook ads shopping on Instagram and even before Facebook marketplace just selling directly on Facebook and for them they so we work closely with them trying to get the numbers right yeah they had 14% return on their their ad spend and it it actually had a 12% year-over-year growth for their business when they just started spending money on ads and advertising not the products but rather the you know keep kids wearing products or moms really would benefit from this or just you know it's that emotional appeal native union they make awesome secondary or third-party iPhone cables cases things like that they're a brand that's actually you know doing quite well there you can buy them I don't know and the Apple stores in Australia but in the US they're you know one of the higher end third-party products they started selling their products directly on Instagram so this is what I'm talking about where you just you tap here and rather than a redirect out to a third page that you then have to click through and do that this pop pops open a new page and right there you can shop and complete the transaction within Instagram when they turn this on they had a 26,000 increase in traffic from Instagram to their pages and that resulted in a huge increase of revenue and then beach RC is you know if you happen to enjoy remote control car racing this is you know you can get really into this so there are thousands of parts and accessories and things that you can do to build up you know your different kits and they were selling direct on their site and doing just fine and they went hey maybe we should sell on Amazon connected their product to selling on Amazon and they like within the first month they they averaged adding like $17,000 in sales per month which almost it was like a hundred and 171% increase in their overall sales for that year alone and so all of a sudden they're finding markets of people that they didn't know existed and continuing to build their their own kind of overall customer base and customer funnel through networks that have made it easy for sellers to start saying hey my websites my hub but what if I could attract audiences from these different channels and continue to grow my strategy like that so recap here don't fear Amazon especially for ads and I didn't even mention fulfillment by Amazon but yeah just the ability to lean into like let's say you did want to do two-day shipping for free use FBA it's a great option Facebook marketplace and shopping on Instagram and then optimized for Google shopping so as I was mentioning in the very beginning the worlds of content and commerce are now inextricably linked and for me that blending results in experience and experience can mean different things depending on what your brand is so selling tangible goods online is difficult so how does somebody who sells a sofa something that you're going to sit on every day after work and has never been sat on before and you've never touched the fabric how can you possibly sell that online like there there's a lot of things that you can solve through an emotional response again like going back to the mattresses and in a box like there is a way to tap into kind of the what is the feature plus responded or expected outcome that you want from this obviously like with a mattress in a box it's okay it it is a king-size it is softer it comes in a box like those are all features but the benefits are like it cradles your spine it supports your back it comes in a box and like how do you recreate that online and so you got to make shoppers feel something and two examples of this that you know are just perfect examples actually Red Bull and like GoPro like they've gone full-on with experience like they've they've created a lifestyle and so when you think Red Bull you think energy high octane like high high extreme sports with GoPro you think outdoor activity and you know people doing awesome things and if you've ever bought a GoPro like me it's turned into more like what does my dog do during the day or but you know they've sold me on that experience to the point where I went and said yeah I definitely could go kayaking over a waterfall like that's that's in my bucket list in addition to having that emotional experience that you know kind of relates to an activity you also want to make sure that the experience of actually navigating the website is as easy and as simple as possible and if you can add something of value that is just kind of differentiated because everybody's got a hamburger menu everybody's got a mobile responsive so I hope everyone has a mobile responsive site right now scrolling is it's simple but you can do unique things and I'll show you on the next slide where there's that fine line of is this too cheesy or is this you know something that added a unique quality to my site experience that kind of differentiates me from the next person over and then the last bit here is personalization and the honestly the best way to personalize site experiences is through automation and common misconception is that doing site personalization for shopping is difficult and it's granular to the point where like okay I know that he is based in Sydney he is 26 he has bought x y and z like you can get that granular and big brands do but to do personalization at you know a level that's maintainable for you know what level of business that you have today it's simple things I would honestly start by like going okay who has bought something for me in the last year this is a cohort from that cohort how many of those people have bought four things in the latter one thing per month in the last year that's there and then from those people who buy frequently who are my big spenders that's another cohort and just something as simple as that you can personally shopper experience so there's tools out there that you can use to say cool this person is a frequent shopper at check out I'm going to tag them and make sure that when they come back next they're going to get invited to you know a special site or they're going to see a 20% coupon or even outside of the web experience just having that list of people that you can send special offers to through email or when they buy something they get you know a set of sample products in their box that they weren't expecting this little acts of personalization that you can add that make people go oh wow that was that was cool I feel valued I feel like this brand cares about me and what I'm looking to do so three examples of these kind of different experiences like again how do you sell headphones online headphones are you know very specific I know you can go demo them at you know electronic stores but like Skullcandy is is they're the kind of brand that like they aren't competing with the bows of the world if you want bows quiet comforts you know that's that's the executive brand that's how they've positioned this Skullcandy is deep immersive so all their colors are rich they're vibrant they really make you feel like you're like in them in the experience and so they push that you know deep base experience and their site kind of conveys that throughout Zeni optical before I had Lasik this is you know this is again that borderline of cheesy versus you know practical but they they balanced it perfectly so you can upload a photo of yourself and try on glasses like that's pretty cool like how else am I going to try on glasses or know how they're going to look on me if I haven't done something like this and then finally an Australian brand but Bohemian traders they do a lot of personalization from the cohort segmentation to rewarding their customers etc yeah so personalized make browsing enjoyable and reward your best customers and then finally mobile mobile mobile it this is perpetually a trend but you know one thing that is just yeah I like this image a lot but with mobile gosh I lost my train of thought oh yeah Google yeah so Google now factors in mobile site speed into their organic ranking algorithm so anything that you can do to show that you know your pages load faster whether that's you know okay I'm using correct CDNs around the world that can load up images faster or maybe you're using Akamai to optimize image size so that when it loads on your 3g connected internet phone it's in kilobytes not a fully immersive image things like that when visitors get to your site how quickly can they find their way through your pages how quickly do pages load that impacts the overall both experience of the user and how Google wants you to rank and then making their exit as fast as possible so did you know that like this is a crazy stat like there's a reason why it's very difficult to find reports on mobile cart to check out abandonment online because nobody wants to talk about it like a good conversion rate for somebody who has made it to the shopping cart on a mobile device and completes a sale is anywhere from like one to three percent it's it's ridiculously low and so like everybody's doing that where you know oh I heard this thing online or I'm in transit and you know I got there and it's like oh I don't want to fill up my information like anything you can do to help that add you know an autocomplete tool to help speed that along have social logins to help fill out information faster any type of mobile payment wallet like Amazon pay Apple pay after pay things like that anything to streamline that experience will help you convert more there and three examples of this really nation it's buying shoes online shoes are very particular you have to choose your style the materials the colors the size and for something that has so many different facets that you can choose from they've done an incredible job of streamlining just the checkout experience or the the start to finish experience for buying a shoe online and making sure that you got the right size and feel good about it NATO mounts they sell like adhesive or not adhesive magnetic in car mounts for your your mobile phone so like you've got a little sliver of magnetized plate pop it in your car and you know you're often to the races they built their entire website like their their desktop site is not the greatest but that's because they built it entirely focused on mobile and they advertise on Instagram and Facebook and that's it and they do millions of dollars a year and they've anything that they can do to increase the speed at which you can check out get in and out of your their site quicker they will so that's why they have Amazon pay and Apple pay or and these are all based on you know what type of device you're loading maybe they have Google pay if you're on an Android device and then Zifa is I mean this is this is literally just like a mouthguard for helping with like snoring and sleep apnea but they get all their business from advertising on like podcasts and ESPN radio and you know things where it's an audio based ad and where are you listening to that you're you're in commute here ignore you're pretending to work here you're on your mobile device and so they made it stupid simple to check out they put it right on the home page it's it's made for that so with mobile optimize for speed definitely install the Google AMP plug-in they're not paying me to say that but anything that you can do to lean into the giant that controls search to help optimize your site for you know better organic availability will definitely be well received simplify your site nav and check out and you know lean into mobile wallets if you got them and that is everything so there's my dog picture yes and if you were wanting that okay now it's time for questions so please raise your hand and speak in the mic so we can get it on video so anyone have any questions for Travis hi Travis Chris Mundy is there any way or is there been any study into the trends of Australian online buyers e-commerce buyers versus US buyers yeah for Australian markets it's gosh I'm gonna well so after pay is becoming increasingly popular like the adoption I wish I would have or could have invested in after pay a few years ago just the speed at which it's gained traction and adoption across Australia New Zealand is it's kind of incredible and then gosh I can't even remember what the shipping get back to me I'll have to look it up but basically the way you pay and the way you get things delivered are the two big things for Australian merchants that they care about hello hi to execute like a mobile checkout to be quicker how would you go about that what we've found is a one-page checkout is probably the most efficient way just because you're not typing in information clicking next screen like okay is it guest or whatever now next screen fill this out next screen it the more that you have to load the the more the dropout drop-off happens so one-page checkouts are great if you can incorporate buy-buttons to your actual product pages so that you can actually use these speedy checkouts like Apple Pay or Amazon Pay that's a good thing as far as just like the technical side that's that's not my side of house that I can answer appropriately Travis I noticed in a lot of your examples there were e-commerce sites that sell physical products what are trends are there for companies that sell digital goods that's a good question we don't do digital goods as well as we do physical goods and that's just something that we've never made a focus of our business so honestly my my answers are are just guesses at this point so is there anybody else in the room that might sell digital goods themselves it has experience to share that I feel we probably do have plug-in developers theme developers people that are selling that kind of thing yeah I'm Elliot I sell digital software was there any specific question I could yeah I think from a developer's point of view creating the easiest step-by-step process or the easiest kind of flow through the checkout and through the generation of like API keys download tokens and improvements to the kind of account area where someone can log in and view where they're kind of their plugins have been activated stuff like that that's where I've noticed a lot of requests and and feature requests have come through for kind of improvements in that in that area yeah so I choose a WooCommerce super easy to customize but I know easy digital downloads is a really great solution as well I haven't played with that I just know that you can get anything done with WooCommerce super easy to use hi Travis your dogs are really cute um so I just tried to buy something online and I bailed at the the shipping because the shipping was a whopping $21 for two candles so what it what is the what is the buy-in for having shipping included versus shipping surprise at the end of the process like are there any stats on people bailing because of shipping shock like this are there any stats around that like what are the what are the sort of the ideas around that what's best what's best around that in my experience and this is you're asking me for stats on the spot let me pull up some things after but no first having options obviously if you're a small business and you're selling candles and you know your margins are not great because you're just getting started you do what you can whether that's maybe you offer a flat rate shipping and you kind of eat some of the cost maybe you connect to a different like in the states like if you go through something like ship station or ship rate you you can get better discounted rates as a merchant for delivering things like this to help offset some of your costs and then last thing is actually just providing options so as long as it's not that is my only option $21 for candles you can you can kind of curb that a little bit but yeah it adds to the overall abandonment for sure yeah can I just so I should be a bit more clear my question is is it better to include the cost of shipping and see the prices as more up front so the candle could have been 30 bucks instead of 20 bucks and shippings included yeah definitely cuz like the candles would with $25 and the shipping was $21 and it was the cheapest option so it was a bad experience and obviously I bailed on it but I've like where they say free shipping but then they've bundled the cost of shipping into the actual prices so there's a markup significant markup on the actual items that I know I can go to the shop and buy it like $5 $10 cheaper I find like personally I find I'd rather see the prices up front but I find that it jumps around depending on what retailer and how you buying it and that kind of stuff yeah if it's if it's a brand that is across multiple retailers and you know it's a physical product that you're just reselling that's gonna be a tougher margin to compete with if it's a unique product to you definitely bacon that shipping cost into you know your product price points up front and like I'll just give you this example I know like why do I know about the world of shipping and selling musical instruments online I don't know but musical instrument sales are very particular like there are just razor-thin margins and so some way that people are competing around that because like you if you get you know a Yamaha piano and everybody in the world has that it's a race to who can get that indexed on Google first but the price points have to be within you know a few dollars and so it's tough to you know kind of be the dominant player of somebody who's selling the same piano around the world so what different businesses are doing is bundling so like it's a piano plus a music stand plus a stool and that way you actually get around the the standards that have been set by the the music instrument industry for you know what the margins can be and you've now sourced your own products and added that as a bundle and you can then use that as a way to kind of offset some of your shipping costs too we've got time over here for just one more question and then we'll move on to the next session which is also in this room my question is so for the smaller business you mentioned most of them are using WordPress build their own website to sell things I'm wondering what's the market share of percentage compared to the bigger companies for example Amazon in terms of revenue using platforms and stuff I mean for example for all the products sorts online how many percentage of them actually just on Amazon this big company how many of them actually come from the smaller business or media business which is built on top of WordPress gotcha yeah so half of Amazon's business is not owning all of the products in the world so that's why they they have in Seller Central they want to actually extend their product catalog because the more selection that they can have the better experience that their shoppers have so if you are small business that has a unique product to you that's when you figure out your UPCs and SKUs and through Seller Central you create an indexed item and own that product on Amazon so then it can only come from you all right well that's it let's give Travis a round of applause