Practical Ecommerce

    Shirley Tan

    Shirley Tan

    I’ve worked for my family business and in numerous banks. I’ve started my own business in 1985, opening a retail/wholesale business in San Francisco. I started AmericanBridal.com initially as a mail order catalog in 1994. That didn’t work out too well, so thank goodness the Internet came about and we officially opened our Yahoo! store in 1997.

    By no means was success achieved overnight—there was much more sweat equity that in went into the business than monetary capital investment, which was good, because there was definitely a shortage of that.

    The turning point was in 2004, when I sold my retail business to my business partner and focused solely on my ecommerce store. In 2007, we were awarded the U.S. Department of Commerce MBDA Regional Retail Firm of the Year Award. And by mid-2009, we grew our business 12-times our initial sales revenue from 2004 and had 30 full-time employees. I sold American Bridal in 2009 to the largest wedding portal on the Internet, The Knot.

    I now consult with ecommerce merchants on improving the operational aspects of their businesses, via Ecommerce Systems, my consulting firm. shirley@ecommercesystems.com


  • ArticlesMarketing

    The 5 C’s of Integrated Marketing

    The 5 C's of Integrated Marketing
    February 6, 2013 •

    The idea of integrated marketing is to make sure that the internal and external messaging of a company is consistent across all communication and sales channels. A big part of this is to make sure that ecommerce is not merely a platform for sales, but an opportunity to reach existing ... Read More »

  • ArticlesConversion

    Customer Service Key for Ecommerce; 6 Pointers

    January 10, 2013 •

    As ecommerce business owners, we tend to think in terms of policies, inventory, and operations. But the most important part of our businesses is customers. A customer-centric organization considers how every decision will impact the customer experience. Here are some ways good custome... Read More »

  • ArticlesConversion

    2 Keys for Terrific Ecommerce Customer Service

    2 Keys for Terrific Ecommerce Customer Service
    October 16, 2012 •

    Acquiring new customers is much harder than keeping existing ones. Providing terrific customer service will encourage repeat orders, and loyalty. This article will address two key components of effective customer service for ecommerce businesses: telephone accessibility, and creating a ... Read More »

  • ArticlesConversion

    Is Marketing Killing Your Ecommerce Business?

    Is Marketing Killing Your Ecommerce Business?
    August 22, 2012 •

    Editor's Note: We welcome Shirley Tan as our newest contributor. She is a seasoned ecommerce owner, having founded, built, and then sold AmericanBridal.com, a leading wedding-goods supplier. She now consults with ecommerce merchants on improving the operational aspects of their busines... Read More »

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