Winter Institute 2022 Program

Online sales are increasingly important to a healthy business as more and more customers are buying books online and eCommerce is growing at a rate of 15% annually. Presented by Andy Hunter, founder and CEO of Bookshop.org, this session will include information about Bookshop.org and the best way for stores to use the platform, as well as introduce high-level strategies on how to increase online sales for all stores, no matter what platform they are using, by looking at digital marketing, audience growth, conversion rates, and other best practices for eCommerce. Independent bookstores must continue to build consumer awareness of the importance of supporting local businesses both online and in-person, and provide an excellent customer experience at the same time. We can leverage our combined market power to capture a much larger portion — our fair share — of online book sales.