In a world where the consumer experience is becoming increasingly complex and immersive, brands are looking for solutions that can meet high consumer expectations that are integrated and also sustainable.

This sensitive topic was covered by our CEO during our workshop at the Netcomm Forum, “MOR is More: Beyond Direct Selling, Toward Sustainable Omnichannel Experiences.”.

The sales management of a e-commerce is often complex, as it involves many business functions for which it becomes necessary to acquire comprehensive know-how, moving from technological, communication, marketing and business skills to administrative and logistical ones.
In this scenario, where the ability to assist both new digital frontiers and traditional market dynamics are increasingly necessary, Based, a digital marketing firm specializing in the implementation of communication projects with large clients in the beauty and pharmaceutical sectors, has developed an approach to the MoR system that enables companies to manage the complexity of the evolved consumer experience in a phygital world, making transformation not only possible but also profitable and effortless for brands in every sector.

Compared to a traditional e-commerce model, the use of the Merchant of Records and that is, of an official merchant intermediating the sales of the brand company with respect to the end consumer enables a number of tangible benefits. A true e-commerce team is created, with complex but securely and reliably managed integrations such as optimized logistics with a dedicated partner integrated on the agency's proposed platform, through to single invoicing and streamlined financial management.

In short, MoR model can rely on a robust architecture that can be customized to business needs, with rapid go-to-market, reduced efforts for the brand marketing team, savings in personnel and infrastructure costs, and simplifications in financial, legal, and tax flows that bring compared to a traditional ecommerce model a savings for the 62% brand in effort and about the 50% in living costs.

The Filorga Case

Laboratoires Filorga, Italy's leading high-end anti-aging cosmetics maison 1 and part of the division Skin-Health of the Colgate Palmolive Group, also wanted to strengthen its positioning in the Italian market through the e-commerce channel. Based Agency, which has a long history of collaboration with the beauty brand, won the tender by presenting its vision of the MoR model, an effective and distinctive solution. The project, launched in April 2024, involved the implementation and integration of the tailored MoR solution, adapting it to the specific needs of Filorga. In this project, Italy was
pilot country for the technology replatforming project. By defining a local e-commerce model and identifying reliable partners to handle fiscal, logistical and customer service aspects, Filorga was able to have complete control over'the entire operation, ensuring a successful launch and paving the way for further developments in the future.
This collaboration has enabled Based on becoming a partner and online retailer of Filorga in Italy, centralizing e-commerce management.

The Merchant of Records (MOR) model emerges as a beacon in this landscape, offering an architecture that allows brands to expand directly to the consumer with agility, while maintaining a balance with physical distribution channels in a strategic rather than tactical manner.