BFA eCommerce course for florists - British Florist Association

BFA eCommerce course for florists

We have a brand new exciting business course run by Mike Bourguignon, Daniel Santamaria and Maria Rivero in partnership with the BFA

During 3 intense days, Friday 27th January at 1PM to Sunday 29th January 1PM we’re going to give your flower business eCommerce a sales boost that’s much awaited.


eRetail for Florists Masterclass:

Since lockdown,  most florists have now set up shop online, and, when we were locked down, sold a lot online. Yet, today, your online sales have stayed steady or shrunk and we’re left thinking – how do I get back to what was?

Unfortunately the answer is: if you don’t work on it, you won’t.

But with such limited time, what’s the best way to increase sales online? Well, by knowing what to concentrate on, and we’ll give you the 3 main points: craftsmanship, your website (capturing clients, selling and loyalty), and growing through data analysis. These 3 points are the key important factors you need to be focusing on in order to grow you eCommerce as a florist.

This course will be taught by Mike, from Mike the Florist. Over the past 10 years Mike has been testing and redefining the floral company’s website to compete with the big players in the market. After many, many failed and successful tests, he has come up with the best way of growing as a local florist.

In this course he wants to teach you these concepts together with two guest speakers, both experts in the field. For craftmanship, world renowned florist and director of the European Masters Certification program will go over how to cover floral art in the digital era. Mike will work on the most important aspects of selling as a florist online. Finally, guest speaker, Maria Rivero, Global eCommerce Manager for Loewe Perfumes (part of the Luis Vuitton Moet Hennessy LVMH group) will give you the key data to look out for and act to grow your eCommerce as she did from 5 sales figures to 7 since 2020.

Watch Mike talk to the BFA members about the course content below!

Detailed Schedule

Friday 27th January – Essential Marketing for Florists

12:30-14:00 Welcome drinks and lunch

14:00-15:00 History of eCommerce and Change in Marketing (How eCommerce started and changed how we relate with clients online, from brick and mortar to brick and mortar + web)

15:00-15:30 Break

15:30-17:00 Florist DNA – fundamental internet design concept for florists by Daniel Santamaria

17:00-17:30 Break

17:30-19:00 The back bone to your eCommerce, Performance Marketing: using data and google analytics to make your marketing decisions

20:00 Dinner (not included in the price)

Saturday 28th January – The eCommerce Funnel: Caption to Sale

09:00-10:00 – Current State of Affairs UK eCommerce in Flowers – Have a look at how the biggies rank and how to look at competition

10:00 – 10:30 – Coffee Break

10:30-11:30 – Web traffic: Lets look at best to worse web traffic and what to concentrate on

12:30-13:30 – Lunch

13:30-15:00 – Optimising your website for Mobile and Shopping: Architecture Web, Home page, Category Pages, Occasions, Product Page

15:00-15:30 – Break

15:30-17:00 – Checkout: what is the best checkout process for florist website to loose the less sales possible

17:00-17:30 – Break

17:30 – 18:30 Loyalty: Email as the base of your customer retention and recurrence sales

20:00 Dinner (not included in the price)

29th January – Optimising and Growing

09:00-10:30 – eCommerce Optimisation by Maria Rivero – Head of eCommerce Loewe Perfumes (Lous Vuitton Moet and Hennessy – LVMH)

Analytics, data and your web – what are the main key indicators to look out for on your traffic, your web, and sales data every day to grow your business.

10:30-11:00 – Break

11:00-12:00 – Questions and Answers with Maria 12:00-13:00 – Questions and Answers General 13:00- Lunch and closing


Marriot hotel, Heathrow, London


27th, 28th 29th January 2023


The price for the course is the following:


The price will be charged when we have a minimum of 15 attendants and we will close the course with a maximum of 25 attendants.

When the minimum of attendants is reached, we will charge the attendants.

What does the price include?

  • Pens, notepads
  • Powerpoints after the course
  • Lunch
  • Tea, Coffee and sandwiches+

Mike will also give you as part of the price a small analysis of your website for you to start working on

Hotel B&B

You are most welcome to stay at the Marriott hotel. We have a special price of £138/night for single occupancy and breakfast

If you wish to join us for dinner on Friday and Saturday, we do have a going special price for those attending the course and we will need 24 hours of notice.

Contact and registration

Mike will be the person in charge of organizing the course. For information you can contact him on the following: Email:

Instagram: @miketheflorist Phone (Spain): +34682800075

If you wish to register, you can download the registration form by clicking here.

All details of registration and payment are on the registration form.

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