Sales and E-Commerce for a Business in Georgia

Sales begin with a clear distinction between private customers, business customers, and public-sector clients, because purchasing decisions, outreach, and sales cycles differ. For each segment, define the offering, price, language, contact method, and person responsible for purchasing. Georgian should be considered the starting point for local customer groups; additional languages depend on the actual target segment. Possible sales channels include a physical location, field sales, a website, social media, marketplaces, retailers, or direct outreach to business customers. Each channel requires its own calculation of reach, conversion rate, fees, advertising costs, workload, returns, and contribution margin. Relying on only one platform increases the risk of fee changes, account suspensions, or changes in visibility. In online retail, product details, price, delivery area, available quantity, payment methods, and expected delivery time must be clear before an order is placed. Order confirmation, invoice, payment, inventory deduction, shipping, and returns processing should be linked technically and in the accounting records. Cash, card, bank transfer, and payment on delivery differ in fees, default risks, and reconciliation effort. Delivery partners should be compared by coverage, transit time, tracking, liability, returns, and billing. Cross-border e-commerce also involves customs, import duties, place of supply, currency, international payments, and return shipping costs. Customer acquisition should be documented as a measurable process from initial contact through inquiry and offer to purchase. In addition to contact rate and conversion rate, track customer acquisition cost, average order value, contribution margin, cancellations, returns, time to payment, and repeat purchases. Tests should change the message, channel, and price separately wherever possible so that the cause of a result can be identified. Sales data from the online shop system, payment provider, accounting system, and customer contacts should be reconciled regularly to ensure that revenue and open orders match.