Posts in Category: Blog

Flickr, flickr fade

Stumbled upon my own and long forgotten Flickr-account and realized that there once was a time when you actually used compact cameras to take photos? May have to post a bunch of them later but here’s four snapshots:

Introducing: sad communication

It’s official! Since end of last year have my own company called very sad communications. sad communication (in short, just sad) summarises me pretty well. It’s emo, a little silly and also abbreviates my full name Sara Domeij. Despite the company name, I am both skilled and professional and will mainly do e-commerce stuff and all things related. Don’t hesitate to get in touch if you want to collaborate on something fun or need my help. This space on the internet will remain for now, but don’t forget to pay a visit to sad communication every once in a while, it’s still in progress but soon enough I will update it with some cool cases. Until then, we’ll always have Linkedin.


Snapshots from FA


In between sessions, Bangkok 2019. Photos by Alex.

Life in Bangkok

So I quit my job and left Stockholm to do what I like most: train muay thai, hang out with my bff, swim in a pool and eat tons of tropic fruits/drink a lot of icy drinks everyday. So far, it’s looking like this:


This is the first time in my adult life that I am experiencing some sort of zen and I am trying to appreciate every single moment of it.

Emotional boys forever

very sad communications

From 2019, I will be consulting as a freelance e-commerce manager and digital strategist but my business is already up and running. It’s called very sad communications (in short: sad). Just like me. Jk lol. More info coming soon. xx

Stockholm Summer

Since I spent the whole summer abroad I had to make the most of my first week back in Stockholm: swimming, drinking and hanging out with my friends. It’s only been one week but it feels like I didn’t leave in the first place.


E-commerce take-aways from Mary Meeker 2018 Internet Trends Report

Mary Meeker is a now legendary venture capitalist who annually presents the year’s most essential online statistics and trends in her famous Internet Trends Report. The report, while citing key data points – growth in certain areas of internet use, online shopping trends, and indicators of the future of the workplace – consists of almost 300 slides of data. It is highly oriented around the US, but there is still a lot to take from it that applies to a global audience.

To start, we see that people are still continuing to increase the amount of time they spend online which of course correlates with the overall growth in digital media consumption and increased ad costs. Roughly 50% of the world (about 3.6 billion people) now have some access to the internet and the average adult spends about 6 hours per day with a digital device.

The presentation was released at the end of May – here are a few take-aways on the e-commerce side:

  • Rapid Growth of E-commerce in Mobile. Mobile is largely powering the growth of e-commerce, and e-commerce is largely powering the growth of retail. This has been a rising trend for years and years now: more people have smartphones, those smartphones are always with them, they’re using said smartphones over 3 hours/day which reflects where people browse and buy.
  • E-commerce sales growth is continuing to accelerate. Roughly 13% of all retail sales come from e-commerce, up from about 5% a decade ago.
  • E-commerce vs Brick & Mortar. E-commerce growth quickens as now 13% of all retail purchases happen online, signalling big opportunities for new shopping apps. The way consumers discover products is also changing, fuelled in part by Facebook and Instagram, with their feed ads feature. Revenue gains for services like Facebook are tightly coupled with daily user growth, showing how profitable it is to become a regular habit.
  • Growth continues in internet advertising. While percent of time spent in media and percent of ad spend declined in print, radio and TV, Meeker identified a $7 billion opportunity in ad spend in mobile as time spent was up 29 percent and ad spend was up 26 percent.
  • Amazon = e-commerce. At least in the U.S.
  • Search is changing. The way consumers search is changing. Now, 49 percent of product searches in the US start at Amazon—36 percent start on a search engine. Another win for Amazon.
  • Mobile payments are becoming easier to complete. China continues to lead the rest of the world in mobile payment adoption, with over 500 million active mobile payment users in 2017.

A brunch in Bangkok with my bff

I’m back in Bangkok for some time, working remotely, working out and hanging out with my bff who moved here this spring. Absolutely in love with this city, always. This weekend we had brunch at The Commons in Thong Lo and it looked like this:

Still in love with Glossier

Glossier just opened up their international online shop and now offer deliveries to Sweden, which is probably why it’s been on every influencer’s lips (pun intended). I’m still not interested in beauty products, but I do love pastels, puns and cute iconography. And I love when high integrity brands created by strong women get some well-deserved hype. Kudos, Emily Weiss!

Browsing experience gets 5 out of 5 quirky emojis: 🔮.

Visualising Data: Google Data Studio

Analytics has always been a challenge for most digital marketers. It can be overwhelming and, sometimes confusing to read no matter how data-savvy your are. It’s not unusual to hear about digital marketers that don’t even report back their clients’ analytics because they’re not sure where to start. Or even more common – present it in a way so that you can make crucial business decisions on it.

This is a two-way problem: first you need to know what you are measuring (and why) and make sure that it is set up correctly. But the bigger part is usually being able to navigate through in the ‘information-overload’ any digital analysis come with. Understanding and interpreting the data that you pull is key for succeeding in any digital business – especially in e-commerce.

But Google is your friend and they on adding tools and plugins to their magic box. One of the latest ones that I have come to use frequently is Google Data Studio – an integrated tool for visualising data and creating informative reports and dashboards that are easy to read, easy to share, and fully customisable. Reporting results is often time-consuming, especially if you work in an agency and manage multiple clients. It often takes manual steps to build a report – which now becomes much more automated and frees up time to focus on the analysis of the results, rather than the presentation. Working client based, this is one of the most efficient tools I have come across this far since I can create dynamic but customised reports and follow them in real-time, if I want to. The reports are easy to read, easy to share and even customisable to each of your clients. You can select how you want to present the data — bar graphs, charts, line graphs and so on. You can even change fonts and colors and brand the reports with your logo.

Google Data Studio natively integrates with AdWords, Analytics, YouTube and other data sources. But another important thing to mention is that it does not only allow you to pull data from any Google source associated with your account. Basically, any reporting information you have on a Google Sheet can be pulled into Google Data Studio — and your reports – including Facebook data.

My latest obsession

Yung Lean

Presenting my mid-life crisis: Yung Lean.