@Junaid Jamshed if you are aiming for international sales, just remember shipping delays can really rattle buyers. I sold varsity jackets abroad once and honestly, local buyers are much easier to charm… maybe like someone else I know.
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How can I effectively promote my varsity jacket eCommerce store?
- Thread starter Ayaan Bajwa
- Start date
@Junaid Jamshed Thanks for asking, I have been thinking about it but still not decided fully. I want to focus on Pakistan first because I believe local customers will be easier to manage for shipping and payments.
But I also wonder if I should test some international ads alongside to see any interest there. Do you think it makes sense to run small budget international campaigns from the start, or should I get local sales stable first? Also, does anyone know if Google Ads or Facebook Ads work well for international buyers when it comes to apparel like varsity jackets?
But I also wonder if I should test some international ads alongside to see any interest there. Do you think it makes sense to run small budget international campaigns from the start, or should I get local sales stable first? Also, does anyone know if Google Ads or Facebook Ads work well for international buyers when it comes to apparel like varsity jackets?
@Ayaan Bajwa i think limiting to bigger cities only is kinda missing out, especially if your jackets appeal to youth in smaller cities too. Instead of cutting them off, maybe start geo targeting major cities but keep a lower bid for smaller cities where delivery is slower.
That way you still gather data without blowing budget. also, in Pakistan, many courier services offer cash on delivery with decent tracking now, so as long as you are clear on delivery times in your ads, customers might still buy from outside big cities.
I once ran a campaign covering tier 2 cities and it brought surprising sales even with slower shipping. If you want to keep shipping cost low, negotiating bulk or regular pickup deals with local couriers like TCS or Leopards can help.
Or, offering free shipping above certain order amounts pushes bigger carts which makes the delivery cost per jacket lower. Do you want to sell strictly in Pakistan or also international? that also changes how you should approach targeting and messaging, especially with shipping expectations.
That way you still gather data without blowing budget. also, in Pakistan, many courier services offer cash on delivery with decent tracking now, so as long as you are clear on delivery times in your ads, customers might still buy from outside big cities.
I once ran a campaign covering tier 2 cities and it brought surprising sales even with slower shipping. If you want to keep shipping cost low, negotiating bulk or regular pickup deals with local couriers like TCS or Leopards can help.
Or, offering free shipping above certain order amounts pushes bigger carts which makes the delivery cost per jacket lower. Do you want to sell strictly in Pakistan or also international? that also changes how you should approach targeting and messaging, especially with shipping expectations.
@Inaya Malik thanks for that idea, makes sense to not totally ignore smaller cities. i am worried though, if I lower bids for those areas, is the data still reliable enough to know if people there actually want to buy?
also, do you think it is better to start with a very small budget for smaller cities or wait until bigger cities respond well first?
Right now my delivery is mostly reliable in major cities only, so I feel like I might get bad reviews from those elsewhere if shipping is slow. Would that hurt my ads or page reputation too much?
also, do you think it is better to start with a very small budget for smaller cities or wait until bigger cities respond well first?
Right now my delivery is mostly reliable in major cities only, so I feel like I might get bad reviews from those elsewhere if shipping is slow. Would that hurt my ads or page reputation too much?
For a Pakistan-based apparel store, I wouldn't put the whole budget into one channel at the start. I'd test 2–3 channels with small budgets and compare actual purchases rather than just clicks.
Meta Ads would probably be one of the first channels I'd test because varsity jackets are a visual product. Short videos showing the jackets being worn, different styling options, and real customer photos can work better than simple product images.
I'd also work on SEO for longer-term traffic. Target specific searches around varsity jackets, custom jackets, university jackets, and city-based searches instead of only trying to rank for a broad keyword.
For Pakistan, I'd also pay attention to city-level performance. Karachi, Lahore, Islamabad/Rawalpindi and other major urban areas may behave quite differently in terms of demand, delivery and purchasing behaviour.
One thing I'd definitely set up from day one is tracking for product views, add-to-carts and purchases. That makes it much easier to see whether a channel is actually producing customers instead of just sending traffic.
I'd start small, let the data show which audience and creative works, and then put more budget into the combinations that are generating actual sales.
Meta Ads would probably be one of the first channels I'd test because varsity jackets are a visual product. Short videos showing the jackets being worn, different styling options, and real customer photos can work better than simple product images.
I'd also work on SEO for longer-term traffic. Target specific searches around varsity jackets, custom jackets, university jackets, and city-based searches instead of only trying to rank for a broad keyword.
For Pakistan, I'd also pay attention to city-level performance. Karachi, Lahore, Islamabad/Rawalpindi and other major urban areas may behave quite differently in terms of demand, delivery and purchasing behaviour.
One thing I'd definitely set up from day one is tracking for product views, add-to-carts and purchases. That makes it much easier to see whether a channel is actually producing customers instead of just sending traffic.
I'd start small, let the data show which audience and creative works, and then put more budget into the combinations that are generating actual sales.