Commission instead of a fee: nine years of a safes online store

Starting point: no online sales

Until 2013, Trezory Čelákovice did not sell online. The company had the product range, the know-how and the customers — but no online sales channel.

An online store as a whole, not just a website

[binary] built the website and online store on the e-commerce module of its own framework, BCT. But an online store alone is not enough to sell. So from the start it came with integration into price comparison sites and sales portals, PPC campaign management and social media care, within what was possible at the time.

The following year added landing pages with their own domains and a parametric comparison tool. For goods chosen by dimensions and security grade, it helps customers decide.

Paid on results

The collaboration was based on a commission model: part of [binary]‘s remuneration was a commission on sales. Both sides thus shared the same interest — that the store sold, not just that it ran. The model lasted nine years.

An ending that made sense

The collaboration ended in 2022, when a new generation took over the company. They chose their own approach, which logically reflected the new environment: in the meantime, well-tuned sales platforms such as Shoptet had emerged, which had been missing earlier and which today cover most of a smaller online store’s needs without custom development.

Takeaways

An online store is a sales channel, not a website. It pays to build it from the start with links to the places where customers shop, and with a model in which the supplier shares an interest in the results. And when both the market and the owners change, it is fine to change the solution too.