Shopify in Germany: An analysis of a Canadian e-commerce platform’s marketing strategy and activities in an international market.

Details

Supervisors

Schuiling, Isabelle

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion

Abstract

This thesis examined Shopify’s marketing activities in the foreign market of Germany. Theory regarding targeting and targeting standardization, keyword research and applications, and SEO and SEM was reviewed. This theory was used as the basis of the analysis that looked into Shopify’s marketing activities in Germany. It was found that the company had likely applied a standardized targeting strategy to the country, one which put it in fierce competition with rival firms. It was found that Shopify had implemented a positioning strategy that saw the brand fashion itself as a tool to empower digital entrepreneurship. Finally, several tools that comprise Shopify’s digital marketing were analyzed. It was recommended that the company adapt its targeting strategy to focus on the home & garden industry and the consumer electronics industry. Ideally, Shopify would target medium-sized companies in these industries in Hamburg and Frankfurt. It was also recommended that Shopify modify its organic search activities to support the transition towards these new targets. Finally, it was recommended that Shopify invest more in paid advertising.