How to Launch an E-Commerce Brand with No Data in a New Market

Launching e-commerce for a legacy brand is never easy, but doing so without historical data and in a market with unique seasonal challenges adds an entirely new layer of complexity.

In our latest episode of The Frictionless Experience podcast, my co-host Nick Paladino and I spoke with Nora Arzoumanian, E-commerce and Digital Marketing Director at Specialized Bicycle Components in Canada, about how she tackled these challenges head-on.

Her experience provides valuable insights for digital product leaders looking to enter new markets or build an e-commerce presence from scratch.

The "Zero Data" Dilemma: Setting Targets Without a Roadmap

When Nora joined Specialized in August 2022, the Canadian e-commerce site had just launched, but there was no historical data to guide revenue projections or marketing strategies.

She explained:

This lack of data created a major hurdle. Without past sales figures, it was difficult to determine realistic revenue goals, identify key performance indicators, or allocate marketing spend effectively. Nora turned to data from Specialized's U.S. and European counterparts to navigate this uncertainty.

She established a baseline for revenue goals and digital marketing strategies by analyzing their performance metrics and leveraging Google tools.

Beyond looking at external data, Nora also had to rely on real-time insights as the Canadian e-commerce store gained traction. She said:

This iterative approach allowed Specialized to remain flexible, adjusting expectations and strategies as more consumer behavior data became available.

Additionally, building brand awareness for e-commerce was challenging despite Specialized's long-standing reputation in Canada.

Nora noted:

"There was obviously a lot of awareness for Specialized in the market because we've been operating for 40 years in Canada, and Specialized USA has existed for 50 years. So the awareness for the brand existed; it's just that the awareness for e-commerce was not there."

To bridge this gap, her team focused on establishing a digital presence through targeted marketing, social media engagement, and paid advertising campaigns.

Market-Specific Challenges: Adapting to Canada's Seasonal Realities

Unlike in the U.S., where holiday shopping drives a peak in sales, the Canadian market presents a starkly different challenge—winter.

"Everything is literally frozen, and no one's going to ride a bike. So no one's going to buy a bike," Nora pointed out. This presented a unique issue for Specialized's e-commerce strategy, as the traditional retail calendar did not align with consumer demand in Canada.

While Black Friday promotions saw success, December remained slow because bikes aren't typically considered holiday gifts.

"We've tried very hard to convince consumers that they can give biking accessories or bikes during Christmas, [but] it's not a category that's well aligned with gift-giving," she explained.

Unlike clothing or electronics, bicycles are seasonal, high-investment products that buyers tend to purchase when they're ready to ride—not during the holiday shopping rush.

January and February proved to be particularly slow months for sales, with demand only starting to recover in March. This seasonality required a creative approach, balancing marketing efforts during peak seasons while maintaining engagement and awareness during slower months.

One strategy included shifting marketing focus toward accessories, maintenance products, and indoor cycling gear during the winter months. Specialized aimed to sustain sales momentum even in the coldest months by promoting products that customers could use year-round.

Additionally, Specialized had to consider inventory planning and demand forecasting challenges. Unlike warmer markets where cycling is a year-round activity, Canada's seasonality meant demand fluctuated drastically.

"We still have to maintain somewhat of a revenue stream in the winter months," Nora explained.

So, the team worked on refining inventory management, ensuring that bikes were available when consumers were ready to buy while avoiding excessive stockpiling in the off-season.

Final Takeaways

For digital product leaders launching in new markets, Nora's experience underscores the importance of leveraging available data—even if it's from other regions—and adapting strategies to fit local market conditions.

Whether it's setting revenue targets with limited insights or navigating extreme seasonality, creative problem-solving is essential to success.

Key takeaways include:

• Use proxy data: When historical data isn't available, look at similar markets to establish benchmarks.
• Build brand awareness for e-commerce: A well-known legacy brand does not automatically translate to online sales—a digital presence must be developed.
• Adapt marketing strategies to local seasonality: Traditional retail calendars don't always apply in new markets, requiring flexible, tailored approaches.
• Plan inventory wisely: Seasonal fluctuations must be accounted for to ensure stock levels align with consumer demand.

Specialized successfully navigated the challenges of launching e-commerce in Canada by embracing flexibility and strategic planning. To hear more about Nora's journey and insights, listen to the full conversation of The Frictionless Experience podcast.