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Looking For A Way to Create Passive Income? Christina Scalera Answers The Question, What is Digital Commerce? And Shares How To Use it

For Passive Income!


About Christina Scalera

Christina is the attorney and founder behind The Contract Shop®, a contract template store for creative entrepreneurs, wedding professionals, and coaches. In addition, she is the founder of D-Commerce, standing for digital commerce, a term she not only coined but Trademarked.

In 2014, Christina found herself dreaming of pursuing a more creative path, and she started to look for alternatives to her in-house legal job. She explored everything from teaching yoga to becoming a freelance graphic designer to opening an Etsy shop.

In the process, she ended up coming full circle by creating a business that brought the benefit of her legal training to help her fellow creatives. She’s now teaching others how they too can create an online shop phenomenon, create daily income, and get out of the client-getting hustle with her course, Products on Tap®.

Robyn Graham interviewed Christina Scalera on The Second Phase Podcast. Christina is pictured in the bottom left hand corner of the podcast graphic. She is wearing a white sweater with multi-colored stripes and smiling at the camera. Christina shared what is digital commerce and how to use if for passive income.

The Importance of Connection When Starting a Business

Christina connected with The Rising Tide Community and the live webinar is what gave Christina her start to success.

A great start to creating an email list and presenting yourself to the world.

There is No Linear Path to Success

Christina’s journey is an example of taking a risk to find happiness in your work. Don’t expect your path to be linear, there will always be transition and bumps in the road.  The journey to success is about taking wrong turns to learn and then create.

Each mistake or failure will teach you something you can use for your next step. Think of it as an opportunity to lead you and support you on your journey.

It’s so hard to be known for a thing. Just get out there and do something because that will start you on your journey.

Let life unfold as you go through it and tuck each experience away to refer to it later.

The Pull to Leave What You Are Doing, Despite the Degree

Not happy in the 9-5?  Afraid of what other people are going to say? No longer going to have the benefits?

It’s time to stop letting external influences make your decisions. Evaluate how you react to things from an internal perspective, not the external comments and beliefs. Start to change the input you are getting. You can’t ignore the people in your life, but you can rephrase it in your mind to make the final decisions for yourself.

The only way to move away from the negative influences is to take action and do the things you feel pulled to do. You have to change the internal dialog to convince yourself that what others are saying is not accurate. Remind yourself of the truth.

Logistics of The Digital Commerce Shop

Etsy is a platform that enables digital downloads. It is a place to start.

Square Space is a great site to start a digital shop. It is inexpensive and easy to use.

Shopify has a steeper learning curve.

Shopping on one of these platforms is similar to shopping at Target on-line, except that the product is delivered via email.

Zapier is a great tool that connects your shop to the delivery source.

The key is to have an automated and reliable platform to sell from.

What is Digital Commerce (D-Commerce)?

Digital downloads sold through an online storefront. It doesn’t include courses and group coaching. A digital product is a digital product, not a course.

Examples of digital products include ebooks, an audio file zipped, templates, workbooks, stock photos, any kind of download.

Digital products are different than courses because courses are housed on a website and you are going there to learn.  A digital product is a download that provides immediate results.

An online course takes time to implement. A digital download will provide results within 10 minutes of downloading it.

Digital downloads solve a problem and save you time.

What is E-Commerce?

Selling items through Amazon or drop shipping items.  Etsy is a form of E-Commerce but is also a D-Commerce platform.

Building a Personal Brand

The key is to build a personal brand even when you have a product. If you don’t, your product could become commoditized. It’s important to build your personal brand to differentiate your product or service.

Your product is not your brand. Trust determines buying practices and if you haven’t created a personal brand you can’t build trust.

Use analytics to determine sales and build your audience.

Keys to Digital Sales

Evaluate analytics to determine where your buyers are coming from. If you can get people off of Etsy to your own platform, you can learn more about the customer journey

These things are important to increase average order value and conversion.

The 4 Metrics to Focus on As a Shop Owner

Traffic is the first and most obvious. If you don’t have traffic, evaluate conversion rates.

Conversion rates.  A good conversion rate for D-commerce products is 1 to 3%.

Average Order Values. If you don’t have a lot of traffic and if your conversion rates aren’t high, look at the average order value. If the average order value is high enough, you can focus on driving traffic and conversion.

Lifetime Customer Value.  Look at the customer journey and ensure repeat buyers and referrals.

Pitching Podcasts and Being a Podcast Guest

Podcast Ally is a fabulous PR agent for podcasters and people who want to be podcast guests.

To learn more about your host, Robyn Graham, click HERE.
Learn more about and connect with Christina:


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