As a woman, starting or growing your own business can be difficult without a community of like-minded women to support you. Do you ever find yourself wishing you could connect with others who are in the same boat and learn from successful female entrepreneurs? This July, Barcelona will be home to an event where you can meet the most inspiring female ecommerce leaders in person. SheCommerce is an opportunity for women from all over the world to get together and start helping each other. Following last year’s successful conference in Bangkok, this year they’ll be expecting women from nearly 40 different countries in Barcelona. To find out who can take away the most from attending, we had a chat with Mirella Crespi, Founder and CEO of PixelHaus Media, Founder of Women in Adtech and the powerhouse behind SheCommerce about the objectives of the event, the gap that they’re trying to fill and the conversations that the conference aims to spark.
What motivated you to start Women in Adtech, and how did it eventually evolve into SheCommerce?
I was 21 when I began to discover the world of performance marketing. In this industry, knowledge sharing and networking is a huge part of being successful, so I started attending conferences, meeting people and learning from them. Soon I began to get a pretty good sense of the compilation of the industry, and I noticed that it was a very male dominated space. At the time, there were very few successful women in the industry to look up to. It could be extra challenging for a young woman to succeed, or even to just step into a room full of men, shake hands and participate in a discussion.
So my goal with the first Women in Adtech event was to bring together women who were trying to start their careers in performance marketing with women who had already paved the way for their businesses. It was a very small event at first, with around ten girls, but the energy was amazing. It was simply about getting together to share stories and experiences.
Then, as the industry evolved towards ecommerce, so did our event. And it started to become more than just a group of women casually sharing their thoughts. At one point I thought: we should invite speakers who could really inspire others, share their story and show a real case study. So that’s how it slowly turned into a well-structured, whole-day conference with speakers and workshops.
We’ve been very fortunate to have Shopify as a partner: they’ll be at this year’s conference too with an amazing workshop for e-commerce entrepreneurs. Affiliate World has been an amazing support system as well. They transformed from a well-organized affiliate meet-up to a world-class marketing event in just 3 years. Their production and content are unparalleled, and that’s what we hope to offer at all SheCommerce events as well – an amazing experience and valuable actionable content.
“I believe that marketing is best done when it’s for women by women. And brands are starting to realize that.”
What is the role of women in ecommerce? What do women bring to the table that can propel a company towards success?
Women drive 70-80% of all consumer purchasing, which is a combination of their buying power and their influence. However, there aren’t that many women in leading roles within the industry. So there’s definitely a disconnect there. I believe that marketing is best done when it’s for women by women. And I think that today, brands are starting to realize that.
One of the main goals of SheCommerce is to start a conversation: to really try to understand who the consumers are, why they’re buying, and what is their journey from discovering the product to actually purchasing it, as well as understanding the role that women play in this process. We want to empower women who are starting their own ecommerce businesses, but also provide help for brands that are trying to reach women.
Do you focus on inspiring young women to dream big, have confidence in themselves and dare to become entrepreneurs?
That was actually one of the main topics that we covered at our last event. Confidence is the key word. The confidence gap is very real. Studies show that women are much less self-assured than men. Men tend to overestimate their abilities and performance, and women underestimate themselves. It’s not that men don’t doubt themselves – of course they do. But they don’t let their doubts stop them as often as women do.
From a very young age we are forced to believe that we have to be pretty enough, we have to be skinny enough, we have to be nice enough. This naturally results in low confidence and lack of action. Later in life we end up holding ourselves back because we’re never sure if we’re good enough. And as an entrepreneur, you have to take a lot of risks, you have to put yourself out there and you have to fight. Everyone has their moments of self-doubt, but I think they’re a bit more debilitating for women than men. So this is an issue that has to be addressed, and one of the goals of SheCommerce is to have this conversation.
“The confidence gap is very real. Everyone has their moments of self-doubt, but I think they’re a bit more debilitating for women than men.”
Who do you think can get the most out of attending SheCommerce?
Whether you’re thinking of launching a side business, you’re an entrepreneur or you just want to be inspired by women who are successful in the business that they’re in, who are creators, who are shaping a life they love, you should attend. The conference is designed to connect and inspire the next generation of women to build and grow ecommerce empires, not only from the business side but also from the personal side that we just discussed.
We try to make the knowledge that we share at the conference very actionable, with next level marketing tactics that you can go and utilize the next day. And we’re also trying to build a community where women can really empower each other. So anyone who wants to learn how to grow their business and who’s interested in having the feeling that you’re a part of a community that supports you, will benefit from attending the conference.
SheCommerce Barcelona 2018
- 17 July 2018
UTOPIA 126 (Carrer de Cristóbal de Moura 126, 08019 Barcelona, Spain)
Pricing & Registration
Use the code ‘StartupNews’ to get a special discount on your tickets to SheCommerce Barcelona and connect with the next gen of women in ecommerce!
Mia Plecic, Founder & CEO at B Hub
Mia Plecic is undoubtedly one of Australia’s most successful up-and-coming entrepreneurs. She founded her first company, Peary Whites Australia (PWA), in 2014 at the age of 23 and with $100 to her name. Within six months, Mia had turned over $1.5 million dollars in sales and had sold over 500,000 teeth whitening treatments in her first financial year. Fast forward three years and Mia has now successfully started four e-commerce businesses, written her first book, and is sharing her story of resilience and hard work with people all over the world.
Aline Couto, Co-founder at Infoprodutos Brasil
For the full line-up of speakers, visit the SheCommerce website!
Can’t get enough of opportunities to learn more about growing your ecommerce business? Check out Ecommerce Mastery Live, a full-day training with the world’s best ecommerce marketers in Barcelona!