Ecommerce success case: Lucía Be story

19/12/2019
  • We like to see how well some companies do things. This time, we talk about Lucía Be and how moving from a blog to eCommerce like a boss takes place.

  • Entrepreneurship is a complicated path that many people fantasize about. Forget about working 8 hours in a gray office, go to the countryside and live from your own work setting your pace. Well, there is a lot of all this in the case of Lucía Be and her online store. 
  • How the idea arises

  • This is one of those personal projects that grows up to become a business, which size is surely bigger than expected by the person who starts it. That is why you have to know the story of the creator of the brand, since they are too linked to understand it differently 

    Lucía Be is, in fact, Lucía Benavente, a journalist who worked in a media specialized in fashion and had a 100% urban life. In addition to the journalism career, it must be said that this woman, eminently creative, is a writer, illustrator and blogger

    At a certain time, personal circumstances makes her take the decision to move to a remote town with her husband. The restlessness and the desire to work caused her to start her online store, valuing that creativity we are talking about.  
  • INSIGHT: Digital transformation of work reality has brought new opportunities. With a good idea, we can generate our own workstation from anywhere with an Internet connection with minimal structural costs
  • Lucía Be products

  • The idea of entrepreneurshiping from a rural environment was clear, but what could be sold? To determine it, she put in a cocktail shaker everything he had in her head and what she is strong in (fashion, writing and illustration). From there came 2 business lines

    On the one hand, she wanted to exploit the editorial path by publishing books, while being inspired to create a fashion line, accessories (especially headdresses and hats), decorative objects and stationery to which she could apply her illustrations. 
  • INSIGHT: It is always a good idea to start from what you can produce by yourself (controlling costs) or, in any case, something you know very well (being more effective at almost all levels). If you are part of your own target audience, it will be easier for you to know what customers want and how to reach them. 
  • Lucía Be´s concept

  • Lucia's idea was to give her products a conductive thread and her own style. Being a fairly personalistic project, he wanted to turn on her own philosophy and what she had discovered about certain things from the distance of his new life. 

    She herself says that she realized how much she disagreed with certain patterns imposed by social networks or, to be exact, the users of social networks. 

    The perfect world of Pinterest and Instagram influencers is a bit far from people reality, and if we add the motivational touch of businesses like Mr. Wonderful, the result is that it seems that one cannot have a bad day


  • Lucia loves social networks. Even before the company was launched, her blog was already a reference for many of its users. She wanted to bring the ironic and funny tone of her publications to the products he was going to put on sale with slogans and illustrations, but also with copies for her products that were in that line. 

    There is another important vector to add to the commented tone and style. It is about giving the products a natural, organic and handmade touch. This comes directly from the fact of manually working much of her catalog and doing it from the field.
  • INSIGHT: If you are going to sell products that are already on the market in more or less competitive niches, it is important that you find a concept that makes them unique and that provides differential value. These characteristics are often intangible, but they have to be shown through communication. 
  • Lucía Be: the eCommerce

  • As we have already pointed out, many times the seed of the business is to be found in a blog. Lucia had been writing on it regularly for a while before considering the jump to electronic commerce

    This was an initial advantage, since the type of content and tone that had made the blog popular were the ones that had to be moved to the store. It is very easy to appreciate it in the copywriting that she uses in product sheets. It seems she is talking to you, as a friend would do with another looking for complicity and get a smile from you. 
  • The weight of the community of her social networks in the eCommerce stands out by itself. 

    Although Lucia Be and her team openly laugh at the perfect toast with avocado, chia seeds and detox juices, they love real people who are on Instagram and upload photos with their products. 

    So much so that, they have their own section within the online store and are cited with the network user to enhance monitoring and community membership.
  • INSIGHT: To start a digital business, a blog is basic. In this case, in fact, it is what gives rise to eCommerce. In any case, a good content strategy sets the tone of the communication and opens the door to mid and longtail SEO traffic that can convert later. 
  • Success keys Lucía Be

      • Diversification: it has opted for several different product and even business lines. It ranges from fashion to decoration and stationery products without forgetting books.  
      • Niche specialization: although they sell products that we could consider quite generalist - obviously with the added value already mentioned - there is a very interesting line that is openly niche: dresses, accessories, headdresses and hats for brides and wedding guests.
      • Progressive growth: originally, the company was only Lucia herself. Today, it is a business that directly employs 10 workers. She knew how to grow as necessary without taking irresponsible risks. 
      •  Content strategy: in reality, content was before sale. That is something that remains, because it is a very effective lever to attract traffic on a recurring basis: loyal blog users who buy books and are interested in the rest of the products. 
  • What do you think of the success story of Lucía Be? Don't you think you could also succeed with your own project? We are here to help you!

  • Images | Lucía Be.

Laia Ordoñez


Laia Ordóñez is a copywriting & eCommerce content marketing expert. She is Content & Marketing Manager at DueHome, a copywriting & content independent advisor, and Oleoshop's blog's editor-in-chief.

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