Deep-Dive D2C with Philip Kehela from mokebo

Key Insights

• ️ Strengthening its own online store. mokebo, which started as an Amazon-first company, has increased its online store's share of total revenue to over 30%. The company aims to establish an independent D2C brand and so reduce its dependence on platforms such as Amazon, Otto and XXXLutz.
• ️ Made-in-Europe strategy as a unique selling point. Over 90% of products are manufactured in Europe, which sets mokebo apart from cheaper Asian providers. This strategy ensures high quality standards and attracts customers who value regional production and durability.
• Growth through a broader range. With new categories such as sofas and home textiles, mokebo increases its average order value (AOV) and promotes cross-selling and up-selling in its online store. Newly launched products are offered in the online store first, which strengthens brand loyalty.
• Cost-efficient acquisition strategy. With acquisition costs rising on platforms such as Google and Meta, mokebo deliberately directs customers to its own online store through cheaper channels such as Amazon. This way, low-cost impressions are used to win customers over the long term.
• ️ Resilience through a multichannel strategy. mokebo protects itself against market fluctuations with a broad sales strategy. Alongside its growing own online store, the company relies on platforms such as Amazon to build a stable customer base.
• Targeted sales events to increase revenue. Events such as Black Friday generate significant revenue for mokebo. Despite the challenge of concentrating demand on a single day, these sales days allow predictable revenue peaks.
• Flexibility in the multichannel model. In uncertain times and with changing consumer habits, mokebo adapts its strategy flexibly and so keeps its presence in the channels customers prefer, whether marketplaces, the online store or retail partners.
• Optimizing the user experience through technology. By using AI and innovative shop designs, mokebo aims to reduce the return rate and improve the user experience. These investments strengthen brand loyalty and support a sustainable customer base.
• Launch of a new brand for an older target group. With the fashion brand “ONUA”, mokebo is tapping into an older target group with strong purchasing power. Thanks to its digital-first and marketplace focus, the brand aims to achieve fast market penetration.
• Faster growth through a partnership. With the capital and expertise of the fashion company Barbara Lebek, “ONUA” is quickly being brought to a high operational level and benefits from mokebo's e-commerce experience in logistics and customer service.

In Kassenzone episode K#555, Karo talks to Philip Kehela, founder of mokebo, an up-and-coming D2C furniture company that has quickly made a name for itself in the e-commerce world. mokebo started successfully on Amazon and has now established itself as a multichannel player with its own online shop and other sales channels. The result is revenue growth from 7 million euros last year to an expected 10 million this year.

A central point in the conversation is mokebo's sales and marketing strategy. Philipp explains how important it is to constantly optimize both the platform strategy and the company's own shop. Although Amazon still generates a significant share of revenue, mokebo's own online shop is gaining momentum with a 30% share of sales, a remarkable success in an industry where brand loyalty is often difficult.

How Philipp looks at Amazon strategies and events such as Prime Days or Black Friday, what drives his latest D2C project “ONUA” and how he is taking a surprising step into the fashion world with it, as well as exciting insights into the future of D2C and more. Find out in the new podcast episode!

Key insights (AI-generated)

🛍️ Strengthening its own online shop. mokebo, which started as an Amazon-first company, has increased its online shop's share of total sales to over 30%. The company aims to establish an independent D2C brand and thus reduce its dependence on platforms such as Amazon, Otto and XXXLutz.

🏷️ Made-in-Europe strategy as a unique selling point. Over 90% of the products are manufactured in Europe, which sets mokebo apart from cheaper Asian suppliers. This strategy ensures high quality standards and attracts customers who value regional manufacturing and durability.

🔄 Growth through product range expansion. With new categories such as sofas and home textiles, mokebo is increasing the average order value (AOV) and promoting cross-selling and up-selling in the online shop. Newly launched products are first offered in the online shop, which strengthens brand loyalty.

💰 Cost-effective acquisition strategy. With increasing acquisition costs on platforms such as Google and Meta, mokebo is deliberately directing customers to its own online shop via cheaper channels such as Amazon. In this way, cost-effective impressions are used to win customers over the long term.

⚙️ Resilience through a multichannel strategy. mokebo secures itself against market fluctuations through a broad sales strategy. In addition to its own growing online shop, the company is using platforms such as Amazon to create a stable customer base.

📅 Targeted sales events to increase revenue. Events such as Black Friday generate significant revenue at mokebo. Despite the challenge of bundling demand in one day, these sales days enable predictable revenue peaks.

🔗 Flexibility in the multichannel model. In uncertain times and in light of changing consumer habits, mokebo is flexibly adapting its strategy and thus ensuring a presence in the channels that customers prefer, whether via marketplaces, the online shop or retail partners.

🤖 Optimizing the user experience through technology. By using AI and innovative shop designs, mokebo wants to reduce the return rate and improve the user experience. These investments strengthen brand loyalty and promote a sustainable customer base.

👚 Launching a new brand for an older target group. With the fashion brand “ONUA”, mokebo is tapping into an older target group with strong purchasing power. Thanks to its digital-first and marketplace focus, the brand wants to achieve rapid market penetration.

🤝 Accelerating growth through partnership. With capital and expertise from the fashion company Barbara Lebek, “ONUA” is quickly raised to a high operational level and benefits from mokebo's e-commerce experience in logistics and customer service.

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