Led by Jessica Gillett, Director of Marketing, E-Commerce, and Customer Service at The Metal Ware Corp., this session brings real-world insight and practical experience to the world of Ecommerce.

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This “Getting Started in Ecommerce” session is designed to simplify the path to selling online by guiding small business owners through a practical, four-part framework: Foundation, Build, Sell, and Grow. Attendees will learn how to evaluate whether their product is truly suited for Ecommerce, understand the financial realities like margins, fees, and shipping, and explore the pros and cons of selling through their own website versus online marketplaces. The session then covers how to choose the right platform based on budget, technical comfort, and customer behavior, followed by actionable strategies to drive sales, including smart shipping approaches and overlooked tools like cart recovery and email automation. Finally, participants will gain clarity on what success looks like by focusing on key performance metrics, conversion rate, average order value, and customer lifetime value, equipping them with the knowledge to confidently launch, manage, and grow a sustainable online business.