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~ Oct8ne ~

Tessiland is a leader in e-commerce in Italy in the weaving sector, founded in 2015, but with a
much more solid history behind it. In fact, Giovanni Mustone, founder, explains during our
interview that he was “born among the yarns” in Carpi, the home of knitwear, where his family,
now in its third generation of knitters, has been working in the sector since 1968.

essiland is purist e-commerce, as simple and clear, which is also why we chose software like
Giovanni defines it. Selling only online Oct8ne, which provides as physical an experience as possible,
Thas the advantage of bringing immediate breaking the barrier of the screen,” says Giovanni.
revenue, obviating all those problems related to
30/60/90/120-day payments that are very common Online, the main thing to understand when you start a
in Italy, he explains. However, when they started business is who you are addressing and in the case of our
out selling knitwear, they still ran into a number product, keep in mind that we are not selling a necessary
of difficulties, mainly related to size, so then they product, so it is essential to be able to excite, create the need
switched to yarns, and there “a world opened up to in the customer, all the more so in a historical moment like
us”, says Giovanni, “after seven years, we can now say the one we are living now, between pandemics, wars, etc., so
that we are the absolute leader in Italy in our sector, the videos are that tool that allows you to get to the customer
offering a series of accessories and complements by giving them ideas on what to create with our products.
such as crochet hooks, snap hooks, etc., that allow us All the people who appear in their corporate videos are part
to offer customers complete kits for their creations”. of Tessiland’s team, trained on the product, communication
professionals, and even experts in acting and theatre to convey
This international name denotes the founder’s idea of wanting to their audience clarity and professionalism in everything
to make an international mark right away. In fact, they are that carries the Tessiland brand.
currently working to open Tessiland’s first office in the US,
which they plan to open within the following year. The tools
Tessiland works mainly with Facebook and YouTube, but also
The bet with Instagram, TikTok, and Pinterest, where they promote
Tessiland’s target customers consist mainly of ladies between ideas for handmade, a trend that is now also embracing a
40 and 65 years old. Thus, a category of customers not always younger age group, so now things like crochet crafts are a trend,
experienced in browsing and shopping online, so the biggest and “we are lucky because we picked up on this trend long ago,
bet to be won for this e-commerce was to try to offer a user so to date, we count with a wide range of crochet materials,
experience with as few clicks as possible and generally as which has also allowed us to position ourselves in the market,
simple as possible. which is not easy for those who came later to identify this
trend”.
The Tessiland team also has a very clear key concept:
providing transparent information and immediacy in the Nowadays, to be successful with e-commerce, it is no longer
answer are two determining factors, especially in a market enough to have competitive prices; you have to work on
like Italy, where there is still not much of a culture of online emotions, user experience and technology, provided that you
buying. If the customer does not find answers to their have a valid, affordable, and quality product specially made in
questions or if they face complex navigation, it is easy for Italy.
them to simply leave.
Moreover, the checkout phase, which in itself is not an easy
Strategic customer service process because of all the various validation steps by the bank
Customer service is the flagship of Tessiland. They invest so itself (3d secure, etc.) that make the payment long and complex,
much in this channel, training staff not only on the product is a key moment to help the customer finalise the purchase.
side but also on a sociological level so that they can convey For this, they use the help of so-called Triggers, which are
that feeling of trust to customers, providing information in automatic messages that, in the concrete case of Tessiland,
a simple and clear have allowed over
way, depending on “A TRIGGER IS A GREAT TOOL. WE USE THE three months for
the type of user help to be offered
they interact with. TRIGGER ON CHECKOUT TO REDUCE THE through chat to
“It takes a lot of NUMBER OF ABANDONED CARTS, HELPING 13.7% of customers
brand authority at the checkout
making sure that the THE CUSTOMER FINALISE THE PURCHASE.” stage without being
work and especially
intrusive and with
experience is very the goal in this

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