Welcome to Ignite by eStore
Who Is Winning Your Buy Box? Why Brands Lose the Sale on Their Own Product Page
On a product page with more than one seller, one offer gets the Add to Basket button. Amazon's official name for it is the Featured Offer. The industry still calls it the Buy Box. The seller holding it takes nearly every...
The Buyer Who Doesn't Know Your Category: How Toy Brands Win the Gift Shopper on the Digital Shelf
Most categories are bought by people who know them. Toys are different. A large share of toy purchases are made by someone shopping for someone else: a grandparent, an aunt, a family friend, a parent working from a wish...
The Trial Window: How Grocery Brands Protect New Product Launches on the Digital Shelf
A new grocery product does not get long to prove itself. Between the listing going live and the next range review sits a fixed window. How fast the product sells in that window decides whether it stays, and products that...
The Twenty-Day Decision: How Consumer Electronics Brands Win Comparison Shoppers on the Digital Shelf
An electronics purchase takes time. Criteo (2018) puts the average gap between first product page view and purchase at around 20 days, and for the slowest quarter of buyers it stretches to 49. The shopper spends that time...
The Project Basket: How Home & DIY Brands Keep the Whole Job in Stock
Behind most Home & DIY purchases sits a project, and behind the project sits a list: the tiles, the adhesive, the grout, the trim, the tool that makes the rest usable. Every brand in the category knows this. Almost no...
Searching the Symptom: How Self-Care Brands Get Found Online
Plenty of self-care shoppers know exactly what they want and type the brand name. Those are the ones you have already won. The commercially interesting search is the other one, where somebody describes a problem and the...
Two Ingredient Lists, One Product: How Beauty Brands Keep Listings Accurate Across Europe
From 31 July 2026, a cosmetic product newly placed on the EU market has to name more than 80 fragrance allergens in its ingredient list rather than 26. Northern Ireland is in scope. Great Britain, for now, is not. Which...
Reflections on Shoptalk Europe: AI, agents and what the digital shelf now demands
This year, three of us from eStore went to Shoptalk Europe in Barcelona: myself, David Halls (our VP Sales) and Joe Gall (one of our Commercial Directors). There were multiple themes, but one that really stood out was AI....
The B2B Digital Shelf: An Overlooked Growth Channel That Deserves More Attention
B2B ecommerce across Europe now exceeds $1.3 trillion in annual gross merchandise value, growing at over 10% year on year. Wholesalers like Booker, Bestway, Metro, and Bidfood have invested heavily in their digital...