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.

Email Armando. Follow his ecommerce tweets at @ecommerceboy.

Customer Retention
Vehicle Subscriptions Gaining Traction

March 26, 2023 • Armando Roggio

The future of automotive retail will be digital and direct-to-consumer, per McKinsey & Company. Will that include subscribing online to a vehicle?
Marketing & Advertising
Retail Media Should be Data Thrifty

March 20, 2023 • Armando Roggio

The continued growth of advertising on retail websites and marketplaces depends on how those platforms collect and use data. Will they choose frugality or gluttony?
Email Marketing
Study: Klaviyo, Text Messaging Drive DTC Ecommerce

March 14, 2023 • Armando Roggio

We researched how 50 direct-to-consumer ecommerce brands deploy email marketing. Most used Klaviyo and most solicited mobile phone numbers.
Marketing & Advertising
Unsure of Brand Ads? Just Do It

March 12, 2023 • Armando Roggio

In a data-driven, pay-per-click age, brand advertising is seemingly a lost art. But it's arguably the most important type of promotion. Ask Nike.
Content Marketing
5 Content Marketing Ideas for April 2023

March 5, 2023 • Armando Roggio

Since 2014 we've published a monthly series of content marketing ideas. This installment focuses on articles and videos with April-holiday themes.
Keyword Research
AI Chat and Keyword Research

February 26, 2023 • Armando Roggio

ChatGPT, Jasper, and other AI-powered tools are handy idea generators for SEO keywords, including query intent, entities, search volume, and more.
Technical SEO
How to Optimize for AI ‘Answer Engines’

February 20, 2023 • Armando Roggio

The merging of AI-driven chat into traditional search engines could transform organic results, producing relatively few answers to queries rather than an extended list of URLs.
SEO Tools
AI Won’t Kill SEO, but Plan Anyway

February 12, 2023 • Armando Roggio

AI-driven search is coming. Despite rampant speculation, it will not doom organic search traffic. It may even be an opportunity.
Platforms & Apps
4 Ecommerce Growth Levers

February 7, 2023 • Armando Roggio

Ecommerce success depends on compelling products that consumers want to buy. Beyond that are critical foundational levers — technology, people, content, and money.
Content Marketing
5 Content Marketing Ideas for March 2023

February 5, 2023 • Armando Roggio

Content opportunities in March extend beyond St. Patrick's Day. Observances throughout the month address nutrition, vintage goods, sleeping, water, and the weather.
Inventory
The 5 R’s of Merchandising (for Ecommerce)

January 30, 2023 • Armando Roggio

A 100-year-old merchandising concept applies to modern-day ecommerce retailers — the right people, right product, right quantity, right price, right time.
Inventory
3 Flaws of Cost-plus Pricing

January 22, 2023 • Armando Roggio

Cost-plus pricing on the surface seems straightforward. But then market forces intervene.
Staffing
Does Your Business Need an AI Operator?

January 15, 2023 • Armando Roggio

Selecting artificial intelligence tools is one thing, but using them is another. It takes skill and training. Dedicated "AI operators" could be the answer.
Content Marketing
5 Content Marketing Ideas for February 2023

January 9, 2023 • Armando Roggio

Our monthly content-ideas article is a long-running series to help merchants attract prospects. This month's ideas include Groundhog Day, Black History Month, more.
Email Marketing
Boost Email Marketing Results with BIMI

January 4, 2023 • Armando Roggio

The BIMI specification allows marketers to display their logo next to email messages in recipients' inboxes. The practice drives opens and clicks and increases brand recall.
Schools & Resources
A Practical Guide to Starting an Ecommerce Business

January 2, 2023 • Armando Roggio

Starting an ecommerce business can be the first step in a rewarding career. But it's not easy. This guide by Senior Contributor Armando Roggio, a 20-year ecommerce veteran, is realistic and thus enormously helpful.
Marketing & Advertising
A Gathering Storm for Digital Ad Tracking?

December 19, 2022 • Armando Roggio

The rise of consumer privacy initiatives will likely upend cross-platform ad tracking. Or it already has. Welcome to the "first-party data arms race"
Amazon & Marketplaces
Amazon’s ‘Customers ask Alexa’ Is a Marketing Opportunity

December 12, 2022 • Armando Roggio

Amazon's new "Customers ask Alexa" could be a marketing opportunity for brands and retailers. Here's how to get started.
Content Marketing
5 Content Marketing Ideas for January 2023

December 6, 2022 • Armando Roggio

This installment of our monthly content series offers ideas for improving a blog, publishing an editorial newsletter, starting a podcast, launching videos, and teaching a class.
Fraud Prevention
How SPF, DKIM, DMARC Drive Email Delivery, Security

November 28, 2022 • Armando Roggio

There's no shortage of crooks looking to impersonate an authentic email sender. These three authentication tools prevent that from happening while improving deliverability.
Technical SEO
How to Create and Manage 301 Redirects with Shopify

November 23, 2022 • Armando Roggio

Redirecting one URL to another is a common web-management task. Changing platforms, for example, typically involves redirects. Here's how to manage redirects in Shopify.
Content Marketing
How to Write a Tutorial to Attract Customers

November 21, 2022 • Armando Roggio

Tutorials are a vital component of content marketing and a way to provide value to your target audience. Here are the fundamentals of creating them.
Customer Retention
A New Voice for Ecommerce Customer Retention

November 14, 2022 • Armando Roggio

Amazon sends customers voice notifications for delivery and order status. Smaller merchants can do the same, increasing engagement and retention.
Content Marketing
5 Content Marketing Ideas for December 2022

November 7, 2022 • Armando Roggio

This installment of our long-running content ideas series suggests focusing on teaching a skill, end-of-year top 10 lists, lager beer, and more.
Inventory
5 Tips for after-Christmas Promotions

November 6, 2022 • Armando Roggio

The January sales lull can be frightening for merchants. An after-Christmas promotional event can provide a necessary boost.
Link Building
The Black Art of Backlink Buying

November 1, 2022 • Armando Roggio

Buying backlinks to improve search engine rankings is a black art. But what if the link has the "sponsored" attribute?
Social Media
Is Musk’s Twitter a Marketing Opportunity?

October 30, 2022 • Armando Roggio

Elon Musk's background of innovation and business-building suggests his acquisition of Twitter could be an opportunity for marketers.
SEO Tools
AI-based Content Is the Next SEO Tool

October 25, 2022 • Armando Roggio

Over time, SEO practitioners and content marketers will likely need artificial intelligence to keep up in the organic-search arms race. We explain in this must-read piece.
Social Media
Market to Moms on Twitter

October 24, 2022 • Armando Roggio

Twitter is an underutilized ecommerce marketing channel. The opportunities for engaging with mothers are especially strong. Here's our recipe for getting started.
Platforms & Apps
3 Up-and-coming Mobile Shopping Experiences

October 23, 2022 • Armando Roggio

The evolution of smartphone-based shopping continues. Three technologies could soon dominate that experience. We explain.