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BTNG.studio

My mission: to end Feast & Famine freelancing. Learn how to turn your skills into products that sell.

22/05/2026

Pet Care has the lowest cart abandonment rate of any ecommerce category in Europe.

When a pet owner adds something to their cart, they buy it.

They're not browsing.
They're not comparing.
They need the thing.

The dog is hungry.
The cat needs medicine.

The decision was made before they even opened the browser.

Compare that to Consumer Electronics: 3.54% add-to-cart rate.
But high conversion once something hits the cart.
Shoppers research for weeks elsewhere, then come directly to buy.

Every industry has a different shopper psychology.

The 2025 EU benchmarks show add-to-cart rates, conversion rates and AOV side by side so you can see the full picture for your category.

Link in comments.

07/05/2026

Good news: The newsletter is running a day late.
So you still have time to subscribe for free. Here's why:

Tomorrow's issue is about when you're actually ready to A/B test.

Three criteria.

The kind of thing nobody tells you before you sign up for a testing tool and waste three months learning the hard way.

If you run an e-commerce store and you've ever wondered whether you have enough traffic, enough hypothesis, or enough basics in place to start experimenting, this one's for you.

Subscribe today, read it tomorrow.

04/05/2026

Tomorrow I turn 40.

I spent most of my 30s quietly anxious that things wouldn't work out.
The business, the income, the future.

The thing I wish someone had told me at 30 is the thing I now know:
"You're going to be okay."

Here's the version of me arriving at 40.

Where I'm from

1. Hoorn. The old harbour town up north.
2. Bullied as a kid. Became an introvert. Sat behind a computer and made things.
3. That kid is still in here and he runs the business now.

Family

4. My wife Nass. We met on Tinder. Married last June, after 10 years together.
5. Our son Matthias is 5 and skateboards. I skate next to him on aggressive inlines.
6. My dad passed away in November 2024. He missed the wedding by seven months.
7. He worked at the Arbeidsbureau, helping people find work again after losing theirs. Risk-averse. Pushed me toward my own thing anyway.

Work

8. I never finished my HvA degree. I chose juicy client names over a piece of paper.
9. I co-ran a studio for seven years that never cracked the higher segment. Frustrating. Educational.
10. I went solo. Moved from "you just need a website" work into UI/UX, then into e-commerce.
11. I once ran a one-week design sprint for ANWB that saved them around €8 million a year. That's when I understood what good design is actually worth.
12. Today I run BTNG Studio. Solo. Research-led e-commerce design for ambitious teams.

What I know at 40

13. Some things just aren't for me. And that's okay.
14. Async beats real-time. Give me the call, the transcript, and a day to think.
15. I want to know what happens next. Always have. It's anxiety on bad days and good UX strategy on good ones.
16. The person I'm becoming is the thing I'm proudest of. More than any project.

40 feels quieter than I expected. In a good way.

If you're reading this and you're somewhere in your 30s wondering if it'll work out:
it probably will.

Keep going.

04/05/2026

Baby & Child has the lowest conversion and the highest average order value.

EU Conversion Rate: 0.90%.
EU Average order value: €350.

Parents comparison-shop obsessively.
They read every review.
They abandon carts constantly.

Then they come back, research more, and eventually spend €350 in one order.

Sub-1% conversion in this space isn't a failure. It's normal.

If you're benchmarking yourself against the EU average of 2.40% and panicking, you might be panicking for no reason.

The 2025 EU benchmarks break this down by category, with AOV and add-to-cart data alongside conversion rates. Know what normal looks like for your specific industry.

Link in comments.

29/04/2026

All that talk about Customer Lifetime Value.
But 70% of EU shoppers never finish checkout.

Those aren't lost customers. They were ready to buy.

Tomorrow's newsletter breaks down the sequence most e-commerce stores get backwards: why optimising CLV before fixing checkout is the wrong order, and what the math actually looks like.

Spoiler: a €3M store that fixes checkout first earns 2x more, spends 12x less, and sees results 6 months earlier.

Newsletter drops Thursday. Links in the comments.

28/04/2026

Most conversion rate benchmarks you find online are 🇺🇸 American.

The EU average runs 10-20% lower than US benchmarks across almost every category.

If you're running a 🇳🇱 Dutch 🇩🇪 German or 🇫🇷 French store and comparing your numbers to 🇺🇸 US data, you're making yourself feel worse than you should.

Different payment methods.
Different shopper behavior.
Different trust dynamics.
Different return policies.

The 2025 EU Ecommerce Benchmarks are built entirely on EU/EMEA data.

IRP Commerce, Dynamic Yield EMEA, Thuiswinkel,org. 400+ enterprise brands.
No American numbers inflating the baseline.

Compare your store to the right baseline.

Link below 👇

16/04/2026

Food & Beverage stores convert at 5.50%.
Luxury stores convert at 0.60%.

That's nearly a 10x difference.

Not because one industry is better at e-commerce.
Because they're completely different purchasing behaviors.

Food is habitual. Impulse-driven. Low risk.
Luxury is considered. Researched. High stakes.

If you're benchmarking your jewelry store against a meal kit brand, you're measuring the wrong thing.

I put together the 2025 EU conversion benchmarks by industry.
12 categories, real data, no guesses.

Link in comments.

13/04/2026

During the day, they call me a designer for ecommerce.
But during the evenings... I built GGBS.

GoodGoodBadStore is a directory of real ecommerce stores.
Reviewed, scored and torn apart so you can actually learn from them.

No "10 beautiful Shopify stores" listicles.
No academic research behind a $400/year paywall.

Just real stores and real analysis of what works...
and what doesn't...
and why.

I built the whole thing in a few weekends.

Design, frontend, backend, auth, admin panel, automated screenshots, email flows. The works.
41 stores live. More coming.

If you work in ecommerce (as a store owner, designer, or marketer) and you've ever wondered why your visitors aren't buying...

this might be the rabbit hole you've been looking for.

09/04/2026

Most premium food stores do not have a conversion problem.

They have a commitment problem.

If the first meaningful purchase is a 500g “family size”, you are asking a new customer to gamble on flavor, texture, and sweetness.

The fix is not better copy.

It is a tasting box that turns the first order into discovery and the second order into confidence.

I broke down the exact structure that works in this week’s Store Blindspots.

You'll find the link in the comments or on my profile page.

02/04/2026

🇪🇺 The average e-commerce conversion rate in Europe is 2.40%.

That number is almost entirely useless.

A Food & Beverage store at 2.40% is underperforming. A Luxury store at 2.40% is having their best quarter ever.

Same number. Completely different reality.

I pulled together real conversion benchmarks from 400+ enterprise brands across Europe. Not to give you a number to feel good about. To give you the right number for your industry.

Find your benchmark. Then decide if you actually have a problem.

Link in comments.

Adres

Maagdenburgstraat 24
Deventer
7421ZC

Openingstijden

Maandag	09:00 - 18:00
Dinsdag	09:00 - 18:00
Woensdag	09:00 - 18:00
Donderdag	09:00 - 18:00
Vrijdag	09:00 - 18:00

Website

https://www.philipwallage.com/linktree

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