Cost of Sales: PPC vs. Marketplace - with Sorin Dochian from Heureka Group!
About this talk
In this session at the Balkan eCommerce Summit 2025, Sorin Dochian, Country Manager at Heureka Group, discusses how to accurately assess the true cost of sales and evaluate the effectiveness of pay-per-click (PPC) campaigns compared to marketplace selling. The talk covers the fundamental differences between the PPC and pay-per-sale models, emphasizing aspects like cost structure and scalability. Dochian offers practical examples of cost of sales calculations that provide insights into profitability while exploring the trade-offs between marketplace speed and trust against the control offered by PPC. He also highlights strategies for integrating both channels to enhance growth and optimize marketing investments in the evolving eCommerce landscape.
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