They had no experience or knowledge of e-commerce. But they had the growth hacking tools—and that was enough.
TL: DR experience is overrated. Use growth hacking tools. This could be the short description of Vivino’s success as an e-commerce platform, according to Oleg Partinov and Christos Iosifidis.
In reality, it was a bit more complicated and frustrating than that. It is actually quite a tough process to introduce Vivino users to the idea of buying wine through the app. It has taken many many A/B tests and arguments—but the results speak for themselves.
Take a look at the video—and listen for the sound of champagne bottles from Vivino popping in the background.