Armando Roggio

Articles by: Armando Roggio

Armando Roggio

Armando Roggio is the longtime senior contributor to Practical Ecommerce. He's a global ecommerce authority and a practicing merchant, developer, and journalist.

Since 2008 he's written over 1,300 articles for Practical Ecommerce addressing all matters of ecommerce and presented dozens of webinars.

His previous positions include director of ecommerce for a regional retail chain and marketing publications manager at Micron Technology, a publicly-traded computer-chip manufacturer. He holds a B.A. in English Writing and Journalism from The University of Pittsburgh.

Contact Armando via email or LinkedIn. Follow his ecommerce tweets at @ecommerceboy.

Inventory
Ecommerce Know-How: Alternative Sources to Acquire Inventory

March 18, 2009 • Armando Roggio

While many ecommerce businesses trade only in new merchandise, there is a booming market for used, refurbished, and surplus items. Savvy ecommerce merchants can identify niche markets and use public auctions, websites, and classified ads to source valuable inventory for resale. In thi...
Social Media
The PeC Review: Elgg Lets Any Business Create an Online Community

March 17, 2009 • Armando Roggio

Elgg is an open source platform to power any kind of social media community, and it is a tool that online merchants can use to help develop a loyal flow of site traffic. Social media communities similar to Facebook and MySpace are extremely popular. For example, eMarketer, a marketin...
Cross-border Selling
The PeC Traffic Report: Asian Survey Provides Insight Into Search Habits

March 13, 2009 • Armando Roggio

From time to time it is useful to take a look at other industries to see how they are doing business and to glean tips for boosting web traffic to your own ecommerce site. In this edition of The PeC Traffic Report we'll take a look at an interesting new survey of electrical engineers i...
Business
Ecommerce Know-How: Seven Steps to Starting Your eBusiness in a Recession

March 11, 2009 • Armando Roggio

The United States and much of the world is experiencing a large and deep recession that many economists believe is far from hitting bottom. But in spite of economic uncertainty, some entrepreneurs will find the current recession an opportune time to start their own ecommerce business. ...
Platforms & Apps
Web Design Tips: Compatibility with Older Browsers

March 9, 2009 • Armando Roggio

As web technology advances and development standards evolve some web browsers are falling behind. Many lack the ability to support new technologies and file types or even provide the best available user experience. These lagging browsers put ecommerce businesses in something of a quanda...
Platforms & Apps
Shopping Carts: Survey of Merchants Confirms Fractured Market

March 5, 2009 • Armando Roggio

Respondents to a February 2009 Practical eCommerce survey collectively use more than 30 different shopping carts, an indication that there is no clear and decisive leader in the ecommerce shopping cart segment. 14.1 percent of respondents to the survey said that they use Go Daddy's Qu...
Influencers & Affiliates
The PeC Review: Google Affiliate Network is an Effective Marketing Tool

March 3, 2009 • Armando Roggio

Affiliate network marketing offers online retailers an effective, performance-based advertising channel with good conversion rates and a propensity to boosts sales. Like many affiliate programs, the Google Affiliate Network connects merchants with a network of website publishers. Aff...
Customer Retention
PeC Traffic Report: The Direct Mail Solution

March 2, 2009 • Armando Roggio

Direct mail marketing is one of the oldest forms of modern promotion, but don't let its age deceive. Mailing coupons or even catalogs to potential customers can significantly improve site traffic and sales conversions. While the exact origins of direct mail marketing are in question, t...
Amazon & Marketplaces
Ecommerce Know-How: Amazon Can Sell Your Products and Advertise Them, Too

February 26, 2009 • Armando Roggio

Although many ecommerce merchants consider Amazon to be tough competitor, some online shopkeepers can boost sales and send traffic back to their own site using two of Amazon's ecommerce services. Selling on Amazon and Product Ads on Amazon are two Amazon services that many retail ecomm...
Photography & Video
The PeC Review: Zoomify Adds Product Image Details

February 24, 2009 • Armando Roggio

Zoomify is a simple to use and easy to implement tool that adds an effective zoom-and-pan feature to product images, allowing customers to see high-resolution details, potentially boosting conversion rates for online merchants. Online shopkeepers have stiff competition from tradition...
Social Media
Ecommerce Know-How: Use Facebook, LinkedIn to Promote Your Store

February 23, 2009 • Armando Roggio

Online communities like Facebook, LinkedIn, and Tangle allow members to join groups, post content, and respond to other's activity. While some marketers have tried to exploit the media, there are positive ways for online merchants to participate in linking networks and build stronger re...
Payments
Ecommerce Know-How: Understanding Your Payment Processing Statement

February 18, 2009 • Armando Roggio

While online shopkeepers are experts in their industries, they might not be expert at understanding their payment processing service or its statement, which can include adjustments, interchange charges, service charges, fees, and chargebacks. At its heart, ecommerce is about the exchan...
Code
Web Design Tips: Use CSS to Adjust Opacity

February 17, 2009 • Armando Roggio

The CSS opacity property lets web designers define how particular page elements will blend, adding both style and emphasis to important page sections. Essentially, this property allows you to adjust an element's translucency, changing the amount of diffused virtual light that seems to ...
Design & Dev Tools
The PeC Review: Audacity Makes Audio Editing a Snap

February 16, 2009 • Armando Roggio

Audacity is an excellent, free, open source audio editor that makes it a snap for ecommerce merchants to develop customer-engaging podcasts for any online store. More and more online shopkeepers are turning to rich multimedia content to inform (and even enthrall) Internet shoppers. F...
Shipping & Fulfillment
Is Five-Day USPS Delivery Coming?

February 12, 2009 • Armando Roggio

Many online retailers depend on the U.S. Postal Service (USPS) to reliably deliver merchandise to customers, since the service is often less expensive than UPS (United Parcel Service) and delivers six days a week, something that UPS charges a significant premium for. But the USPS lost ...
Photography & Video
The PeC Review: The Nikon D60 Camera is a Good Value

February 11, 2009 • Armando Roggio

The Nikon D60 is a full-feature DSLR (digital single-lens reflex) camera that will capture great product pictures for any ecommerce site. The D60 has a very good graphical user interface that makes this precision optical instrument easy to understand and use. For example, when you a...
Social Media
Ecommerce Know-How: Social Media as a Marketing Tool

February 9, 2009 • Armando Roggio

An integrated social media marketing strategy can help you and your ecommerce site increase brand visibility, improve customer loyalty, and gain important insights about the markets you serve. And with the dramatic growth in social media traffic, ecommerce merchants would be smart to in...
SEO
Survey of The Month: SEO is Both Important and Misunderstood

February 9, 2009 • Armando Roggio

Ecommerce merchants overwhelming said that search engine optimization (SEO) was an active part of their marketing efforts and that they believed it accounted for a significant portion of their web traffic, but many of those same merchants identified black hat SEO tactics, like purchasin...
Checkout Tactics
PeC Traffic Report: Accept Competitors' Coupon Codes

February 6, 2009 • Armando Roggio

With the retail market suffering under the weight of a global economic recession, online shopkeepers must take every step to attract more site visitors. Accepting competitors' coupons in your own online store is a tactic that can help attract bargain-hunting customers, encourage loyalty...
Photography & Video
Ecommerce Know-How: Three Tips for Good Product Photographs

February 5, 2009 • Armando Roggio

In a brick-and-mortar store, customers can pick up a product, feel its texture, and sense its weight. These sensory inputs have an effect on a shopper's buying decisions. For online stores, achieving the same level of emotional buying excitement can be hard. One solution is to offer goo...
Code
Web Design Tips: Basic CSS for Headers

February 4, 2009 • Armando Roggio

How your site looks matters. Even subtle improvements—like using fonts or colors that compliment your theme—can have a positive effect on how consumers rate the trustworthiness of your store. According to a 2003 Stanford University study of 2,440 people, 46.2 percent of online shoppers...
Photography & Video
The PeC Review: Canon’s Rebel XSi DSLR for Taking Product Images

February 2, 2009 • Armando Roggio

Canon's Rebel XSi is a 12.2 megapixel DSLR camera that is both inexpensive and powerful. It features relatively large pixels, a very functional auto focus, and several excellent presets that together make it a very good choice for capturing do-it-yourself product photos. There is no ...
Email Marketing
The PeC Review: MailChimp is a Full-Featured Email Campaign Manager

January 28, 2009 • Armando Roggio

MailChimp offers a complete email marketing solution that is simple and inexpensive enough for small businesses but powerful enough for fairly large Internet merchants with sales of $5 million per year or more. According to its staff, MailChimp has over 60,000 users. It manages lists...
Content Marketing
Ecommerce Know-How: Customer-Centric Content as Link Bait

January 26, 2009 • Armando Roggio

Online shopkeepers can use good customer-oriented content to improve PageRank and increase sales. In the world of search engine optimization (SEO), link baiting is the practice of creating web content that is virtually irresistible to bloggers, Diggers, or other members of the linkerat...
Marketing & Advertising
Ecommerce Know-How: Start a Buzz with Word-of-Mouth Marketing

January 20, 2009 • Armando Roggio

Consumers talk. There is nothing you or anyone can do about it. The shoppers who visit your store and purchase your wares will tell their friends and acquaintances about it if they are given a chance. This phenomenon is nothing new. But marketers are starting to understand how to use th...
Design & Dev Tools
The PeC Review: Firebug Is a Developer’s Tool Worth the Buzz

January 19, 2009 • Armando Roggio

Firebug is a free Mozilla Firefox add on that gives developers a powerful tool to inspect and edit HTML, perfect CSS, or even admire the beautiful code from other websites. For many, the add-on has become an indispensable part of website design, development, and maintenance. "This is ...
Marketing & Advertising
PeC Traffic Report: Advertising in the Post-Interruption World

January 16, 2009 • Armando Roggio

Advertising has changed. Companies can no longer simply interrupt consumers with advertising messages and expect them to march off and buy something like little credit-card wielding lemmings. But ad tactics that reach out to customers when they're already interested or that tell authent...
Shipping & Fulfillment
Ecommerce Know-How: The Free Shipping Equation

January 13, 2009 • Armando Roggio

In 2009, every major carrier in the United States will be raising shipping rates. Profit conscience online shopkeepers, therefore, should take pause and reevaluate whether or not offering "free shipping" is really a good idea. There is, of course, really no such thing as free shipping...
Platforms & Apps
The PeC Review: Magento Is the Open Source Powerhouse

January 12, 2009 • Armando Roggio

Magento is an open source ecommerce platform designed to empower online merchants and remove barriers in business process and flow. The platform has been downloaded more than 600,000 times, Magento says, perhaps making it the fastest growing ecommerce solution in the market. With a fu...
User Experience
The Shopping Experience: Really Old Records

January 9, 2009 • Armando Roggio

Since 1998 Really Old Records of Natick, Mass. has been offering a selection of "unusual and collectible recordings," taking full advantage of the Long Tail concept. But the store was slow to ship and did not communicate at all with me after I made a purchase online. On December 22, 20...