eCommerce Success Story: Gioseppo (3)
Miguel Nicolás
12/05/2026
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The eCommerce success story of Gioseppo leads us directly to a unique way of doing marketing.
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Now that we are clear about Gioseppo’s business model, product and history, and that we have seen in great detail the way they work with channels within their marketing and distribution strategy, we start the most entertaining phase of all eCommerce case studies: real strategy examples.We begin the final post to see Gioseppo from every angle, and in this way, inspire ourselves and benefit from all their experience.Get ready to discover how they work on their social networks, the way they rely on influencer marketing, how they organize the SEO of their online store or what the social media strategy of this Spanish footwear store is. There are many of these elements, which are going to open windows of opportunity for you, when you find the way to apply them to your business.Let’s go for a walk.
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Gioseppo’s marketing strategy
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We have already drawn a profile of the brand that helps understand its brand positioning. We are talking about quality shoes, with style and Mediterranean design, family-oriented and in an affordable price range, with a good value for money ratio.
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INSIGHT: you cannot design a marketing strategy at any level if you do not start from two key matters: what you sell and to whom you want to sell it, which in marketing terms translates as product and target audience (Gioseppo has this clear).
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Based on all this, they have built a visual identity and a type of content that defines absolutely everything (online store, content of their social profiles, image of their campaigns, decoration of physical stores…).All this from the basic premise of coherence.
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INSIGHT: it is extremely important to ensure that the user recognizes us on any medium, that they understand that it is us in any place where we impact them.
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Gioseppo’s SEO
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It may not be the strongest point of their strategy, but even so, it is always worth taking a look because it generates traffic and, of course, also to learn from those things where there is room for improvement.As we usually do, let’s take a look at what Semrush says. We have included the usual screenshot and comment on some things below.
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To make it more agile, let’s go with the most important concepts:
- The domain presents a good level of authority, which means that the brand is solid at the online level. It also has above-average visibility for GEO in AI search engines.
- Good volume of keywords, although it has been losing positioned keywords in recent months.
- Traffic decline accumulated since January 2025, something logical as we will comment and which is also related to branded traffic remaining stable while non-branded traffic falls. Yes, it is because of AI.
- It ranks for many brand words or combinations of brand and product/attribute, but a certain strength can also be seen in trends such as barefoot, a type of footwear in which they are making a great communication effort.
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INSIGHT: Google sends less and less traffic through SERPs to eCommerce, since the appearance of AIs and their integration into results, this is something common for all websites.
Their brand is strong, which means it is still profitable, so I recommend that you work a lot on your own branding and create a lot of “IA-friendly” content in your eCommerce to increase the possibility of being cited by them (Gioseppo has room for improvement here). -
Gioseppo SEM and Paid Media
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At the end of the previous point we have already left many clues about what the brand is doing in terms of paid acquisition. But we want to specify it by analyzing in a little more detail the type of campaigns and messages they use. For now, let’s see what Semrush says about it.
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INSIGHT: We see that Gioseppo is investing more in Google Ads, precisely to counteract the effect of the organic decline caused by AI.
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- They bid strongly on the brand, something usually recommended as a defensive strategy, but in Gioseppo’s case, it is necessary to sell from their own channels that compete with other multibrand sellers.
- It is curious to see how Semrush cites two such different competitors: a luxury brand and a Marketplace. It is obvious that it is closer in every way to Zalando, but it also tells us about the versatility of the brand.
If we look at the ads that appear in this first view, something symptomatic stands out: they clearly bid on the term “official website”. -
INSIGHT: in a strategy that integrates so many channels, and even if the SEM bid cost increases, it is advisable to make an effort to sell through owned channels that build loyalty better and are more profitable for brands.
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But it is also interesting to see other ad formats, both in Google Ads and Meta, something you can consult for free on their transparency pages, with a very complete ad repository.Thus we can observe different creatives in which, for example, they focus on products and their technical characteristics. Like this one for barefoot sneakers showing flexibility and adaptability.
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Or, as in Meta’s case, where they focus more on specific product lines, such as children’s footwear.
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INSIGHT: it is important to know what works in each channel and use segmentation possibilities to your advantage.
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Social Media Marketing at Gioseppo
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We are not going to anayze network by network, largely because they usually replicate content between them (they prioritize homogeneity over the approach adapted to each network). I find it much more interesting to choose some posts that exemplify the strategy and comment on them within it.Let’s dissect a little based on content typologies
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#1 - Lifestyle
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This is one of the master lines of their strategy. In addition to selling shoes, they sell the idea of enjoying them, of what they project about our personality and interests. For this, they place the scene (video or photo) as the aspirational context of the product.There are many examples on their Instagram or TikTok, but we are going to choose one that well represents what we are talking about.
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They could show us the shoes in a more aseptic way, but if we see how they ride a bicycle on a spring afternoon through a charming Portuguese village, wouldn’t that be better? Of course, because we are projecting ourselves into that satisfying moment, we “put ourselves in the model’s shoes”.
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INSIGHT: social networks are aspirational by definition, not merely showcases. Gioseppo sells through storytelling.
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#2 - Showcase
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Even when they want to make the product explicit, they rarely resort to a cyclorama with a neutral background and basic lighting. Generally they prefer to use more artistic and organic representations, as in this case:
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A carousel with the shoe in an elegant and harmonious composition, a photo in usage context and a third one that only provides lifestyle and narrative. Everything perfectly worked out.
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INSIGHT: this artistic language is also present in the type of photos they use in their online store. There is continuity and stylistic coherence, so the user does not feel a rupture when arriving at the eCommerce from social networks.
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#3 – Influencers
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Everything we have commented on so far about lifestyle, careful image, aspirationality… leads to one path: influencer marketing. Gioseppo strongly bets on collaborations with influencers for many years.But we are talking both about content creators and truly outstanding personalities in other contexts such as actors or singers. We can mention, for example, the collection sponsored by Elsa Pataki:
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@gioseppo_official Boho spirit opens a new chapter in our love story with Elsa Pataky. Coming soon. #GioseppoWoman ? sonido original - Gioseppo -
Or the collection created by designer María Escoté, who wears all the models that have come out of her workshop, but giving special importance to her own figure (which is already a sales argument in itself).
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@gioseppo_official GIOSEPPO x MARÍA ESCOTÉ out now. Eight exclusive designs featuring bold colours, premium leather, and the unmistakable touch of María Escoté. This limited-edition collection won’t last long. Pre-order now at Gioseppo.com. #GioseppoxMariaEscote ? sonido original - Gioseppo -
INSIGHT: with this way of communicating, they provide social networks with content that, once again, is very present in their online store, attracting new audiences.
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#4 – Collections and seasonality
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Gioseppo is a fashion brand, and as such, it has an audience that is very sensitive to seasonality. This is something mandatory within the editorial calendar of any eCommerce related to clothing and accessories, but it can be approached in several ways.It can be done with a more or less thematic video, as in this case from last Christmas.
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Also by “camouflaging” it with utility, such as a list of gift ideas, as we see here:
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Or by making a trend proposal for the spring season, as they do in this publication, talking about pantones and fashionable colors.
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INSIGHT: content typologies are not watertight compartments, they often improve and become stronger when combined with each other, for example, using influencers to present collections or tell stories.
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Keys to Gioseppo’s success
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- Internationalization supported by eCommerce: Gioseppo turned its online store into the engine of international expansion, using it not only to sell in more than 80 countries, but also as a laboratory to validate markets and products before opening physical retail. In this way they managed to reduce costs and accelerate entry into new countries.
- Real omnichannel strategy: the brand integrated own stores, multibrand distributors, marketplaces and, of course, eCommerce into a single ecosystem. They do not understand online as an isolated channel, but as part of a connected experience between physical and digital.
- Obsession with CRO and user experience: every detail of the site (buttons, product sheets, size visualization or images) is optimized through continuous testing.
- Intelligent use of marketplaces and partners: Gioseppo took advantage of marketplaces and multibrand networks to gain capillarity quickly, maintaining local presence without needing to open so many own stores. This amplified visibility and online sales volume.
- Advanced data management and personalization: the company has evolved towards a model where they connect data from physical stores, eCommerce and marketplaces to build a unique vision of the customer. Their current focus is on AI, automation and personalization to improve loyalty and conversion.
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What do you think about Gioseppo’s eCommerce success story? Do you think there was so much behind it?