In Kassenzone episode K#555, Karo talks to Philipp Kehela, founder of mokebo — an aspiring D2C furniture company that has quickly made a name for itself in the e-commerce world. mokebo started successfully on Amazon and has now established itself as a multi-channel player with its own online shop and other sales channels. The result: an increase in turnover of 7 million euros last year, to an estimated 10 million this year.
A central point in the conversation is mokebo's sales and marketing strategy. Philipp explains how important it is to constantly optimize both the platform strategy and your own shop. Because although Amazon continues to generate a significant share of revenue, its own online shop is gaining momentum with a sales share of 30% — a remarkable success in an industry where brand loyalty is often difficult.
How Philipp looks at Amazon strategies and events such as Prime Days or Black Friday, what drives his latest D2C project “ONUA” and how he is taking a surprising step into the fashion world with it, as well as exciting insights into the future of D2C and more — hear in the new podcast episode!
Key insights (AI-generated)
🛍️ Strengthening your own online shop: mokebo, once started as an Amazon-first company, has increased its online shop's share of total sales to over 30%. The company aims to establish an independent D2C brand and thus reduce dependence on platforms such as Amazon, Otto and XXXLutz.
🏷️ Made-in-Europe strategy as a unique selling point: Over 90% of the products are manufactured in Europe, which sets mokebo apart from cheaper Asian suppliers. This strategy ensures high quality standards and attracts customers who value regional manufacturing and durability.
🔄 Growth through product range expansion: With new categories such as sofas and home textiles, mokebo is increasing the average order value (AOV) and promoting cross-selling and up-selling in the online shop. Newly launched products are first offered in the online shop, which strengthens brand loyalty.
💰 Cost-effective acquisition strategy: With increasing acquisition costs on platforms such as Google and Meta, mokebo is specifically directing customers to its own online shop via cheaper channels such as Amazon. In this way, cost-effective impressions are used to attract long-term customers.
⚙️ Resilience through multi-channel strategy: mokebo secures itself against market fluctuations through a broad sales strategy. In addition to its growing own online shop, the company is using platforms such as Amazon to create a stable customer base.
📅 Targeted sales events to increase sales: Events such as Black Friday generate significant sales at mokebo. Despite the challenge of bundling demand in one day, these sales days enable predictable sales peaks.
🔗 Flexibility in a multichannel model: In uncertain times and in light of changing consumer habits, mokebo is flexibly adapting its strategy and thus ensuring a presence in the channels that customers prefer — whether via marketplaces, online shops or retail partners.
🤖 Optimizing the user experience through technology: By using AI and innovative shop designs, mokebo wants to reduce the return rate and improve the user experience. These investments strengthen brand loyalty and promote a sustainable customer base.
👚 Launching a new brand for older target groups: With the fashion brand “ONUA”, mokebo is reaching out to an older target group with purchasing power. Thanks to digital-first and marketplace focus, the brand wants to achieve rapid market penetration.
🤝 Accelerating growth through partnership: With capital and expertise from fashion company Barbara Lebek, “ONUA” is quickly raised to a high operational level and benefits from mokebo's e-commerce experience in logistics and customer service.
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