This long-standing brand in Colombia was founded in 1987 and has since grown to the point where it now has 205 national physical stores and a presence in 46 countries around the world.
It was not until two decades later, following the changes experienced by consumers with new technologies, that the brand entered the eCommerce world.
Totto's eCommerce project began in 2009 in Colombia, but at first glance it did not bear the expected fruit. The online store was not selling, despite being a well-known brand with a large presence throughout its territory.
The company created by Yonatan Bursztyn decided to stop and analyze what was happening and take measures to improve sales performance through its digital channel.
It was when they relaunched Totto.com in 2013 and became one of the main stores in terms of turnover, specifically number 8 in the Colombian ranking.
To make all this possible, Totto not only improved the design and operation indonesia email database of its online platform, but also the logistics and operations in its warehouses , leading to the construction of a large main distribution center for the entire chain.
Adaptation to eCommerce
You must be wondering how a brand that in 2010 did not sell in its online store went on to launch two collections a year with 5,000 to 6,000 SKUs and an average of 2,000 orders per month.
“Totto started in 2010 with its first eCommerce channel, basically a website with a shopping cart that did not convert very well and we redesigned it again in 2012 ,” says Marcela Pérez, Digital Marketing Director at Totto.
He continues: “The main differences between the platforms we had initially in our channel and Vtex (its current platform) on the one hand is the technical aspect, the adaptability, the capacity of the server to be able to support so many visits, it is adaptable to design issues and I definitely think that the main advantage is the usability, the ease of checkout and when making the transaction. This helps the visits to be effective and turn into sales.”
They undoubtedly understood that the success of their platform was directly linked to the satisfaction of their visitors and that this had to do closely with the shopping experience, which soon required a new update adapted to mobile devices.
“The challenge of going mobile was to start looking for a redesign. We didn’t want to just stick with the responsive theme, we wanted to optimize the graphic part, the categories and make the search much simpler. At this time (2016) 60% mobile visits are generated, 40% web” says Jessica Valencia, Head of eCommerce at Totto.