Ekaterina Talalaeva: Starting a New Business Has Become Easier, but Not Everyone Will Survive the Competition

Over the past two years, the e-commerce market has grown significantly, reaching a volume of six trillion dollars in 2023. This number continues to grow as the industry attracts more investments, particularly in artificial intelligence and logistics technologies. Companies are actively adapting to changing user needs by optimizing mobile platforms and improving customer experience. The main growth is observed in Asia, North America, and Europe, with promising developments in Africa.

Amid rising competition in e-commerce, some countries are trying to protect local businesses from unfair competition. For example, the Indonesian government approached companies like Alphabet (Google) and Apple, requesting they block access to the Chinese trading platform Temu.

Ekaterina Talalaeva, an e-commerce expert, author of some scientific articles, and certified Shopify coach, believes that successful entry into the global market requires building audience trust and the effective usage of social media. Thanks to her unique teaching methodology, dozens of entrepreneurs have been able to expand their businesses and reach an international level.

As a member of ECDMA (E-Commerce and Digital Marketing Association), Ekaterina actively supports professionals in the e-commerce field and helps them compete in global markets. The following article will share some of her knowledge with you.

In the context of global competition in e-commerce, many countries are taking measures to protect local markets, as seen in the recent Indonesia and Temu case. What is your opinion on the prospects for entrepreneurs in the international arena, and what strategies do you think are the most effective when entering foreign markets under such conditions?

E-commerce is currently facing intense competition, and entrepreneurs are encountering various challenges, everything from local laws to cultural differences. The recent situation with the ban on Temu in Indonesia is a good example as it illustrates that some countries are implementing protective measures to support local companies.

However, successful entrepreneurs find ways to navigate these challenges. For example, they focus on organic traffic and social media to build trust with their audience without spending large amounts on advertising. It’s crucial to understand the specifics of each market. Adapting products and marketing to local preferences increases the chances of success.

You are one of the first Russian-speaking authors earning through Shopify. One standout is your course on organic traffic, which is aimed at helping entrepreneurs enter new markets. Can you give us a rundown of the unique approaches that are particularly important when working with an international audience?

I believe that entrepreneurs should primarily enter new markets through organic traffic. This approach allows them to avoid high advertising costs. Another key strategy is to utilize social media to create a community around the brand and build trust in the product. One good example is developing content that engages potential customers, which can improve conversion rates and expand the audience beyond one country. This is especially important in international trade, where trust is a major factor when choosing unfamiliar brands. This is something I teach my students.

You are a recognized expert in sales on e-commerce platforms, receiving the international Successful Ladies Award last year. How important is recognition from the professional community for you?

For me, recognition from the professional community is confirmation that I am moving in the right direction. Receiving the award was not only a pleasant acknowledgment of my achievements but also an additional motivation to continue developing. Success in e-commerce comes from constant learning and adapting to new challenges. Recognition from peers shows that my work is valued by both my students and the industry.

You’ve also dabbled in academic writing. In one article, “Business Practices in E-Commerce on the Shopify Platform for Beginner Entrepreneurs,” you discuss organic traffic. How does this system work?

The essence of my system is creating great content that naturally attracts the right people without advertising costs. We use Instagram and TikTok to share helpful tips and successes, highlighting the value of our product or service. This helps build genuine relationships with customers, increasing their loyalty and boosting sales.

Additionally, on the Shopify platform, search engine optimization (SEO) plays a crucial role in improving website rankings in search engines and attracting organic traffic, which helps reduce advertising costs.

Another article, “Teaching Methods for E-Commerce on the Shopify Platform,” focuses on the main aspects of training specialists for successful online business management and pays attention to the platform’s interface and tools. What does business management and customer support on Shopify look like in practice?

Shopify is a very user-friendly platform. It provides numerous tools that simplify managing an online store, from an intuitive interface to integrated solutions for shipping and payment. For in-depth learning of digital marketing and analytics, Shopify offers integration with external educational platforms like Google Analytics, HubSpot Academy, and others that help entrepreneurs analyze user behavior and develop strategies to attract new customers and keep existing ones. These integrations enable learning from real data and applying that knowledge right away, which is important in the fast-changing e-commerce market.

I tell my students that it’s necessary to show care for customers, and Shopify’s capabilities make it easy to manage sales and establish contact. The more you show care, the higher the trust, and customers will stay loyal to your brand.

How important is it to consider local laws and cultural features when entering foreign markets? How do you help your clients adapt to such challenges?

It is impossible to establish successful international trade without understanding the nuances of regional legislation and cultural characteristics. I help my clients navigate the requirements that may differ across countries, from product certification to permits for certain types of activities.

It’s essential to consider cultural aspects. Adapting products and marketing strategies to local audience preferences can significantly enhance a brand’s success in a new market. For example, a cosmetics brand planning to enter the South Korean market should recognize that local consumers value minimalism and natural ingredients. Therefore, to become popular, it’s necessary to adapt the marketing strategy — changing packaging, emphasizing eco-friendliness, etc.

You offer free training through charitable projects. How do you see the social significance of your work and its impact on entrepreneurship development?

I believe that the opportunity to learn for free through charitable projects is a great chance for people who may not have significant funds but wish to develop their businesses. For example, I had a student who was raising children alone. Thanks to the available course, she was able to open an online store and start earning money. This helped her and created job opportunities for others. Such projects support the development of local communities and help the economy as a whole.

You have the trust of over 40,000 followers on Instagram, where you share useful information and life hacks. What advice can you give to others in the industry?

One piece of advice is to focus on building trust. Regardless of the platform you work on, it’s important to be honest with your audience and offer only products that you truly believe in. I also recommend using organic traffic to reduce advertising costs and actively sharing useful information and experiences to earn customer trust.

The Shopify platform has recognized your achievements, marking you an official coach. What criteria do you believe define a successful entrepreneur in e-commerce, and how do you help your students meet these high standards?

Although starting a business has become easier, achieving success requires understanding aspects like marketing, product management, and logistics. My role is to help new entrepreneurs master these areas. I share my knowledge, provide practical advice, and support newcomers to help them avoid common mistakes. This way, we move towards success together.

A successful entrepreneur understands their audience, can adapt their offerings and strategies, and always strives to improve their product or service. I teach my students to be flexible, not to be afraid of trying new things and always try to grow. It’s essential to analyze data, track trends, and apply best practices to optimize operations.

Your course looks to help offline businesses expand, reach a new level, and increase earnings. What pitfalls should entrepreneurs watch out for on this path?

The main challenge is adapting to new technologies and the need to restructure business processes. Questions often come up about logistics and customer support, especially if the product starts gaining demand beyond the home country. It’s essential to prepare in advance for increased order volumes and plan strategies for interacting with new customers.

Let’s talk about the future really quickly. What trends and technologies do you think will play a key role in the coming years in the international e-commerce arena?

I believe key trends in the coming years will be personalized offers, the use of artificial intelligence to improve customer experience, and automation in logistics. E-commerce will also increasingly connect with social media, making shopping easier. I advise entrepreneurs to stay updated on new technologies and adapt quickly to remain competitive.