Import Costing: FOB vs. CIF vs Landing Cost

In this blogpost, we will understand the cost structure of importing an electronic good from China to India in detail.  When importing any item and negotiating with the seller in another country, broadly the options available are FOB and CIF. Not all sellers provide CIF but they atleast will have some agents who can take …

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Branded Traffic vs. Non-Branded Traffic

Brand traffic and Non-brand traffic provides the proportion of the SEO traffic that is coming from people (search queries) looking specifically for a particular company X vs. people who were looking for the solution that company X provides. This provides a share of traffic that the company X garners for the category of solutions that …

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E-commerce Marketing Touchpoints, Channels, Funnels and Attribution

Rarely will a buyer click your advertisement, fill in the details, read a blog post, then purchase your product in one single continuous journey; the journey is just not that linear. Customers evolve w.r.t. their awareness, trial, usage and brand/product loyalty across time and across devices and platforms. Therefore, how you want to develop a touchpoint …

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The Psychology of Cart Abandonments

eCommerce cart abandonment is when online shoppers add items to the shopping cart, and then leave your site before completing the purchase. Category Managers witness that one of the primary reasons for a dip in purchase conversion is an increase in abandoned carts. While one witnesses statistics that 80% of the cart additions gets abandoned …

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How e-commerce merchandising teams study various customer cohorts to devise merchandising strategies that drive discovery and shape demand?

Merchandising essentially is answering the question of what products should we show to which customers. Merchandisers should show the right products to the right customers at the right time and drive maximum CTRs and conversions on various pages and slots on the website. Broadly, for any e-commerce website, there are customers coming and searching (showing …

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Whether to Expense or Capitalize An Expenditure

A capitalized cost is an expense that is added to the cost basis a fixed asset on a company's balance sheet. Capitalized costs are incurred when building or financing fixed assets. Capitalized costs are not expensed in the period they were incurred but recognized over a period of time via depreciation or amortization. A fixed …

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Cost of Capital and IRR, Explained!

When you take a loan, you pay an EMI for the loan at a specific rate of interest, which is the bank's rate of return. Similarly, when you invest in a home and lease it to a tenant, the returns you get are the monthly rent and the final underlying asset value. So, each investment …

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