Our recent webinar, “E-commerce in Coworking: Bridging the Gap & Driving Revenue with OfficeRnD Growth Hub,” gathered a panel of experts to explore how coworking and flex space providers can use online sales to grow their business.
Featured speakers included:
In this dynamic session, they explored why ecommerce is transforming how people purchase products and services across countless industries, from retail to real estate, and how those same tactics can revolutionize the way coworking operators sell day passes, meeting rooms, memberships, and more.
If you missed the live event, read on for the most important takeaways.
Ecommerce is now deeply ingrained in everyday life – virtually anything can be bought and sold online with just a few clicks. Yet, for many years, coworking and flex spaces lagged behind other industries in adopting these online sales capabilities.
However, as Ben Rigby pointed out, the market demand has clearly shifted:
People don’t want to fill out a form or send an email and wait two days for a response. Often, they need to book a room for tomorrow or grab a day pass immediately.
Traditional sales funnels – collecting leads and manually following up – often miss opportunities where speed and convenience are paramount. In addition, younger generations now expect near-instant online checkouts as the norm.
Miro from OfficeRnD emphasized that the coworking world is at a point where the demand for ecommerce meets the technology to deliver it, leading to a perfect storm of opportunity.
Indeed, we see parallels in the broader evolution of ecommerce: once the demand matures and the technology catches up, explosive growth follows.
A fast, frictionless online checkout can convert potential buyers who might otherwise drop off. Imagine a prospective member who wants a day pass tomorrow; if your site requires multiple steps or a phone call, they may give up or go elsewhere. But if they can check availability and pay online in seconds, you land the sale.
Once you handle high-volume, short-term products (day passes, meeting rooms, or even daily private offices), you can introduce them to your brand and community. They might love your vibe and eventually invest in a monthly membership or private office.
Plus, diversifying your revenue streams is a great strategy for recession-proofing your space.
Ecommerce sets a positive tone before people ever walk in the door. A clunky booking experience can make your operations feel behind the times, but a slick online checkout suggests modern, well-organized management.
An ecommerce option also allows for 24/7 sales with minimal staff intervention – a plus for any busy team.
When you rely on phone calls and emails, measuring marketing ROI is tricky. But with an online storefront, you can track everything, from ad clicks to cart abandonment.
Ben noted that once x+why implemented an advanced funnel tracking system using OfficeRnD Growth Hub, they could finally pinpoint where users dropped off in the booking process and tweak their marketing tactics accordingly.
One of the webinar’s highlights was the introduction of OfficeRnD Growth Hub. Rado took us behind the scenes, explaining why OfficeRnD decided to develop a separate product purely focused on helping coworking spaces sell their offerings online.
Whereas OfficeRnD’s main platform optimizes operational efficiency (billing, contracts, member management), Growth Hub zeroes in on generating revenue.
Key features include:
Before implementing Growth Hub, x+why used OfficeRnD’s older approach for online bookings – what you might call a “first-generation” solution.
According to Ben, about 300 users per month would start the booking flow, but only around 20 would complete a purchase. The average booking value hovered at £45.
Source: https://www.xandwhy.co.uk/
After rolling out Growth Hub, x+why’s monthly completions soared to 95 out of about 360 who start, and the average booking value leapt to £112. In other words, they:
For x+why, the new e-commerce engine not only pays for itself but actually outperforms their older model by a dramatic margin.
Even better, their team can see exactly where leads are coming from, how many are converting, and what campaigns produce the highest returns.
1. Start Small
If the leap feels big, begin with something simple like day passes. Day passes are highly transactional and require little hand-holding. Once you prove the concept, gradually add meeting rooms and other offerings.
2. Refine Your Marketing
Ecommerce doesn’t magically generate traffic. You need solid marketing, whether that’s pay-per-click (PPC) ads, local SEO, or social media campaigns.
The big advantage: with real-time analytics, you’ll know exactly which channels are performing. Scale up where you see ROI.
3. Track Everything
OfficeRnD Growth Hub offers robust analytics integrations. Use them! Measure conversion rates, examine user paths, and note where customers drop off or abandon their carts. Data gives you the power to fine-tune your site design and offers.
4. Keep Payment & Booking Simple
According to Rado, mandatory account setup can be a top contributor to cart abandonment. Let people book as guests.
Keep forms short and focused on essential details. Offer widely used payment methods so no one bounces because their preferred option isn’t available.
5. Leverage Upsells
Remember, a day-pass user or meeting-room customer might only be a phone call or follow-up email away from a long-term membership. Capture email addresses, schedule site tours, and show them the next-level products your space provides.
Dynamic pricing – think hotel and airline models- are on the horizon for many coworking spaces. If your meeting rooms are underused on certain weekdays, you could offer a lower rate to incentivize bookings.
Over time, you might adopt advanced AI-driven solutions that automatically adapt your pricing to real-time demand.
As Miro noted, the roadmap for Growth Hub includes features like better promotion codes and channel integrations, so you can market your offerings on external marketplaces too.
The aim is to create a platform on par with e-commerce giants in other industries, giving coworking and flex space operators every technological edge available.
Ben is already planning to add more product lines (such as full-time dedicated desks and day offices) to x+why’s e-commerce system.
The ability to quickly convert “empty inventory” into revenue is transformative, especially in a sector where occupancy is often the single biggest revenue driver.
After tuning into this webinar, the message is clear: the coworking industry is primed for a new era of digital sales. Ecommerce strategies are no longer just a perk; they’re quickly becoming a necessity for:
If you want to see your space thrive, it’s worth evaluating the role of ecommerce in your business model.
And if you’re ready to dive in right away, OfficeRnD Growth Hub is a robust product, already delivering impressive returns for forward-thinking operators like Ben and his space x+why.
E-commerce is shaping the future of coworking – make sure you’re not left behind.
With the right platform, effective marketing, and a commitment to continuous improvement, your space can tap into this wave of online opportunity and deliver a booking experience that leaves prospective members coming back for more.
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