Ecommerce

In retail, many chase the next big thing—a new style, a new way to reach consumers—triggering a frantic race to adopt. But most trends fade as fast as they appear. The real game-changers are curated habits that prove they can stand the test of time. I’ve championed social commerce as the future of retail for over a decade. In hindsight, that barely scratches the surface. It’s now a deeply ingrained consumer behavior. The imperative isn’t just to adopt it, but to evolve with it—constantly and intentionally. At HSN, social commerce was core to our strategy. We pioneered the blend of shopping and entertainment. That’s the essence: finding the sweet spot where entertainment, connection, and commerce converge. Soon after, platforms like Twitch began enabling users to both game and shop in real time, blending entertainment with commerce. Fanatics has successfully leaned into this model as well, immersing fans in live experiences while showcasing gear in action, often worn by their favorite athletes and community, turning fandom into a powerful trust signal. More recently, TikTok Shop collapsed the purchase funnel into a single scroll. It's no longer discover, then buy. Now, it’s see it, want it, buy it—seamlessly, in-platform. So, as we look ahead, how do I see this "social commerce habit" evolving? Here's what I expect: 🔹 Creator Integration is Non-Negotiable. For Gen Z, in particular, TikTok Shop has become a primary discovery engine. They trust their favorite creators to genuinely try products and offer honest feedback. The more brands lean into authentic partnerships with creators, the more trust they build in this integrated shopping experience. It’s about relationship-driven commerce. 🔹 Embrace a Zero-Click World. Speed and simplicity are paramount. Consumers need to be able to see, buy, and receive as fast as humanly possible. This means minimal clicks, minimal friction, and no moments for reconsideration. It's about instant gratification and removing all barriers between desire and ownership. 🔹 Elevate Live Shopping. This is a powerful return to the personal connection and real-time interaction that defined the best of traditional retail. Shoppable videos and live sessions transform social media into a personalized shopping aisle. Imagine experts demonstrating products, showing how they fit or can be styled, all in real-time, tailored to your interests. It brings humanity back to digital retail. 🔹 Unlock the Power of Virtual Try-Ons. A longstanding hurdle in e-commerce is "try before you buy." AI-enabled virtual try-on features solves that, making online shopping more immersive and convenient. This translates directly into higher conversion rates, deeper engagement, and customers spending more valuable time interacting with your brand digitally. It’s time to stop treating social commerce like a trend. This is commerce, full stop. It’s a fundamental consumer behavior that belongs at the center of every modern retail strategy.

The #1 mistake I see in client relationships? (It took me years to learn this) Confusing contact with connection. Most professionals think staying “top of mind” means constant contact. So they: ❌ Send generic check-ins. ❌ Ask for meetings without clear value. ❌ Share the same articles everyone else does. Then wonder why response rates keep dropping. 20+ years in client relationships has taught me: The best way to stay memorable? Show up as someone who genuinely cares about them  (and their success). Instead of asking: ❌ “How do I stay visible?” Ask: ✅ “How do I show I care?” Here are my favorite 6 ways to show you care: 1. Spot Opportunities They Might Miss ↳ Share competitor moves and market shifts before  they hear it elsewhere. 2. Be Their Connector ↳ Introduce them to people who can help them grow. 3. Offer Insights They Can Use Immediately ↳ Send relevant research they can apply right now. 4. Celebrate Their Successes ↳ Spotlight their wins like they’re your own. 5. Invite Them Into Your World ↳ Include them in events and conversations that matter. 6. Check In With a Personal Touch ↳ Reach out with no agenda, just genuine care. Here’s the truth: Most people only show up when they want something. Top performers show up because they genuinely care. Because they know when someone’s ready to buy, they don’t research who’s available. They call those who’ve already proven they care. Agree? Disagree? I’d love to hear your take on it in the comments below. ♻️ Valuable? Repost to help someone in your network. 📌 Follow Mo Bunnell for client-growth strategies that don’t feel like selling. Want the full cheat sheet? Sign up here: https://lnkd.in/e3qRVJRf 

Anyone who is customer facing should be building close, authentic, long lasting relationships with their customers. It pays off in more ways than you can imagine: repeat customers, references, community champions, content ideas, competitive intel and so much more. Here are 5 ways you and your team can start building those relationships: 1. Amplify a customer’s LinkedIn posts - When your customer posts something interesting, don’t just like it yourself but share the link on your internal chat and ask your team to like it as well. It’s amazing how powerful this is. It’s human nature to look at who is liking your content on any social platform and most people get a consistent number of likes. If you drive 50% more for a customer they will notice that. 2. Help find candidates for their team and jobs for them if they’re looking - In your position engaging with a specific persona all day every day you have amazing visibility and connections into relevant candidates for open jobs and companies hiring. If you let your customers know that you can be a resource for them on both sides of the table you will see how quickly you can start playing matchmaker. 3. Share best practices that have nothing to do with your company/product - Everyone is looking to improve in their job. Everyone wants to know what their peers are doing at other companies. When you hear good ideas from other customers or read about a best practice, send it to them. Just show them you’re thinking about them and are invested in them being successful. 4. Make them look good in front of their manager and/or team - It needs to be authentic and relevant but find a reason to give your customer a shoutout when you’re in a meeting with them. It doesn’t even need to be a big thing but something about how they’re the fastest to roll out your product, how their feature request ended up becoming a game changer for a bunch of customers, how they’re the most productive team you’ve seen at one particular thing. 5. Fight for a feature/bug fix/service that they’re asking for - In short, be the squeaky wheel for your customer. When they ask for something, set the expectation that it takes a while to get that thing done but then go fight for it internally. Each company has their own process for this kind of stuff but if you push in the right ways you can usually get their request prioritized. When it’s done make sure the customer knows you fought for them to get that thing done. The best thing is that these are “free”. Of course they will take time and energy but the return on this work is astronomical. I honestly didn’t appreciate the power of these relationships when I started my career but I now have close relationships with so many customers that I’ve worked with over the years. They’re a sounding board for business ideas, they’re working with companies I’m advising and we’ve become each other cheerleaders. What did I miss? What else are you doing to build relationships with your customers?

Email still delivers strong ROI. What’s changed is how leading teams are using it. Here are 7 modern and practical email strategies you can use now and into 2026. 📩 1. AI-Driven Decisioning An example is “next best offer.” Use real-time, historical, and behavioral data to determine the most relevant content, offer, or CTA. Instead of sending the same message to everyone, tools like Movable Ink personalize content based on what users have or haven’t done. 📈 2. Product-Led Lifecycle Messaging Trigger emails based on what users do inside your product. If someone signs up but doesn’t activate, send a reminder. If they complete onboarding but skip a key feature, follow up. Email becomes part of the product experience. 🧱 3. Modular Templates + Guard Rails Stop building emails from scratch. Modular templates let teams assemble emails using approved, no-code blocks. Platforms like Knak help you move faster while staying on brand and rendering correctly across devices. 👁️🗨️ 4. Inbox Retargeting & Re-engagement If someone opens and scrolls but doesn’t click, you can adjust the next email. These behavioral signals help guide follow-ups. A scrolled-but-no-click email may call for a stronger CTA or tighter copy. 🧪 5. Automated Experimentation Go beyond A/B tests. Today’s tools can test dozens or even hundreds of variations at once, subject lines, images, layouts, and more. Platforms like OfferFit by Braze optimize automatically to drive better performance. ⏱ 6. Real-Time Triggers Send the right message the moment someone takes action, like signing up or abandoning a cart. It only works if your data flows smoothly and your systems are well-integrated, but the results are worth the effort. 💰 7. Revenue-Based Measurement Connect email to pipeline and revenue. If your data and attribution are in place, you can measure how nurture programs or product launches actually impact the business. Which do you think is most effective? What would you add? PS: Be sure to check out Knak to scale your email efforts, link in the comments. via Nick Donaldson #marketing #martech #marketingoperations #email

An ecommerce company recently approached my team to do an email audit as they were facing challenges with low open and click-through rates. After analyzing their email account, here are our main recommendations to revive their email marketing channel: 1. Strategic Email Segmentation: Currently, your emails lack personal relevance due to a one-size-fits-all approach. This is a crucial area to address. Action Plan: Implement segmentation based on purchase history, engagement levels, browsing behavior, and demographic information. 2. Personalized Content Creation: Generic content won't cut it. Your audience needs to feel that each email is crafted for them. Action Plan: Develop emails specifically tailored to the different segments. This includes curated product recommendations, personalized offers, and content that aligns with their interests. 3. Subject Line A/B Testing: Your current subject lines aren't doing their job. You need to be implementing ongoing A/B subject line tests, as this is low-hanging fruit to improve your open rates. Action Plan: Regularly test different subject line styles and formats to identify what resonates best with each segment. Keep track of the metrics to inform future campaigns. 4. Mobile Optimization: A significant portion of your audience reads emails on mobile devices. Neglecting this is causing a decrease in your email engagement rates. Action Plan: Ensure all emails are responsive and visually appealing on various screen sizes. Test your emails on multiple devices before sending them out. Additional Campaign Strategies We Recommend: - Launch a Monthly Newsletter: This should include new arrivals, style guides, and user-generated content. It’s an excellent way to keep your brand in the minds of your customers. - Seasonal Campaign Integration: Tailor your campaigns to align with holidays and seasons. This approach can significantly boost engagement and sales during key periods. - Re-Engagement Campaigns: Specifically target subscribers who haven't interacted with your brand recently. Offer them unique incentives to rekindle their interest. Next steps: 1. If you found this helpful, please leave a comment and let me know. 2. If you own/run/work at an Ecommerce company doing at least $1 million in annual revenue, message me so my team can audit your email channel to see if there's a good fit for working together.

A client came to us frustrated. They had thousands of website visitors per day, yet their sales were flat. No matter how much they spent on ads or SEO, the revenue just wasn’t growing. The problem? Traffic isn’t the goal - conversions are. After diving into their analytics, we found several hidden conversion killers: A complicated checkout process – Too many steps and unnecessary fields were causing visitors to abandon their carts. Lack of trust signals – Customer reviews missing on cart page, unclear shipping and return policies, and missing security badges made potential buyers hesitate. Slow site speeds – A few-second delay was enough to make mobile users bounce before even seeing a product page. Weak calls to action – Generic "Buy Now" buttons weren’t compelling enough to drive action. Instead of just driving more traffic, we optimized their Conversion Rate Optimization (CRO) strategy: ✔ Simplified the checkout process - fewer clicks, faster transactions. ✔ Improved customer testimonials and trust badges for credibility. ✔ Improved page load speeds, cutting bounce rates by 30%. ✔ Revamped CTAs with urgency and clear value propositions. The result? A 28% increase in sales - without spending a dollar more on traffic. More visitors don’t mean more revenue. Better user experience and conversion-focused strategies do. Does your ecommerce site have a traffic problem - or a conversion problem? #EcommerceGrowth #CRO #DigitalMarketing #ConversionOptimization #WebsiteOptimization #AbsoluteWeb

Loewe keeps winning on TikTok because they just get “the lore”. The Spanish luxury fashion house has quietly mastered something extremely valuable: authentic cultural integration through strategic partnerships with niche content creators who've built recognizable content formats. The two most recent examples showcase their approach: First there’s @anthonybackup9 who filmed himself literally just standing in front of passing train a bag in a hand and being all melancholic, listening to one of Lorde’s top hits “Buzzcut Season”. This video blew up, as it perfectly captures the nostalgia of this song as Lorde resurfaces in pop culture through her Charli XCX collaboration and upcoming album release. Loewe just asked him to recreate the video, handing him a branded bag and THE tomato bag (that’s a whole story in itself), letting the video speak for itself — no big changes, creative direction. The second example is their collaboration with @antthrowny, who started hammer throwing his boombox while listening to trending pop songs (Sabrina Carpenter’s pLeAsE pLeAsE pLeAsE ᵈᵒⁿᵗ ᵖʳᵒᵛᵉ ⁱᵐ ʳⁱᵍʰᵗ went VIRAL). And again — Loewe didn’t reinvent his content or impose their messaging: they simply integrated their product into his existing, proven format while he wore/threw their pieces naturally. This might be an interesting content formula and cast brands and marketeers could learn from: identify pop culture angles already gaining viral momentum, partner with creators who have cultural relevance (not a follower count!!) and execute product placement that feels native to the platform, creator and format. If you really want to create “authentic” branded content to better engage with potential consumers, this is the way to go. (Plus your marketing dollars might go much further as the cost per collab will likely be much lower than one big celebrity endorsement. (As always, you can find the videos in the comments)

Should Western retail giants be threatened? Because BRICS and emerging markets are set to eclipse global eCommerce growth by 2027! India🇮🇳 will have the fastest-growing retail eCommerce market in the world between 2023 and 2027, with a CAGR of 14.1 percent. Argentina🇦🇷 and Brazil🇧🇷 are also among the fastest-growing markets, with CAGRs of over 13.6 percent. The global retail eCommerce CAGR is estimated to be 11.16 percent during the same period. Turkiye🇹🇷, Mexico🇲🇽, Russia🇷🇺, China🇨🇳, and South Africa🇿🇦 will follow the leaders closely ++ Key Growth Drivers ++ 📍Growing Middle Class: The middle class in these countries is expanding. With higher disposable incomes, people are more inclined to shop online. 📍Young Demographics: Countries like #India, #Brazil, and #Mexico have a significant portion of their population in the younger age brackets. This demographic is more tech-savvy and open to online shopping. 📍Mobile Phone Proliferation: Smartphone penetration in these markets, especially in India and South America, is increasing. With most eCommerce platforms optimizing for mobile usage, this directly fuels growth. 📍Infrastructure Development: Improved logistics, warehousing, and supply chain management make eCommerce operations smoother and more reliable. 📍Digital Payments Landscape: The introduction of digital payment methods, UPI in India, for instance, has eased the transaction process, making eCommerce a more attractive option. 📍Local and International Players: Domestic and international players invest heavily in these markets, thereby pushing their growth. For example, #Amazon and #Walmart's investments in India. 📍Cultural Shifts: The pandemic has played a role in changing shopping behaviors. Many who were once hesitant about online shopping are now habitual users. 📍Government Policies: Governments in these countries have been pushing for a digital economy, which indirectly promotes eCommerce growth. ++ eCommerce Growth Tactics for CPG Brands ++ 💡Localize Content and Offerings: Understanding cultural nuances is key. CPG brands should tailor their products and marketing strategies to local preferences. This might mean special edition flavors, colors, or packaging that resonate with local traditions or festivities. 💡Leverage Influencer Marketing: Influencers play a massive role in shaping purchasing decisions, especially in emerging markets. Partnering with local influencers can help in building trust and drive brand recognition. 💡Optimize for Mobile: Given the high smartphone penetration in these markets, it's crucial for CPG brands to ensure that their eCommerce platforms are mobile-friendly. This includes responsive web design, easy checkouts, and mobile-optimized content. Mobile apps with local language support can also drive engagement and sales. #ecommert to track insights about #ecommerce #strategy and #sales #management.

I grossed $81,109 in Q2 as a part-time creator. no management or viral moment. Just consistent systems, repeatable offers, and a clear message that attracts the right brands. Here’s where the revenue came from: ✔️ Sponsored Content (67%) ✔️ Brand Partnerships (14%) ✔️ Speaking Engagements (9%) ✔️ Advising (7%) ✔️ Digital Products (2%) ✔️ Newsletter Ads (1%) I share this because 3 years ago when I started I didn’t know how to charge more than $500 for anything. I thought I needed a huge audience and representation. But all I needed was a strategy. Here’s what worked for me: 1. Revenue follows trust and trust is built in public. From day one, I shared my ideas, gave away value for free, and stayed consistent. That's still my number one focus today. 2. Price everything in advance. Know your rates before they ask. It removes emotion and speeds up decisions. 3. Save a counter-offer email template. A calm, clear response helps you push back without burning bridges. 4. Treat your brand like a business. The newsletter, brand deals, advisory work, and speaking gigs aren’t side hustles. They’re business lines and I have a plan to grow each. 5. Be selective. Growth isn’t about saying yes to more. It’s about saying yes to the right things, the ones that compound your credibility, audience, and income. 🧠 If you’re a creator-entrepreneur who wants help, I break this down weekly in my newsletter Content to Commas 📩 Join the community → https://lnkd.in/g9EGuyRa

2024 was a year of legitimacy for the creator economy. 𝟮𝟬𝟮𝟱 𝘄𝗶𝗹𝗹 𝗯𝗲 𝗮 𝘆𝗲𝗮𝗿 𝗼𝗳 𝗽𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻. Marketers will get serious about influencer marketing as it is held to higher measurement standards - and more “serious” industries like B2B and healthcare embrace the tactic. Some creators and influencers will also get more serious, as their social content moves from ad hoc to episodic—and scales into podcasts, CTV, and retail. Here are 5 𝘷𝘦𝘳𝘺 𝘴𝘱𝘦𝘤𝘪𝘧𝘪𝘤 (and some a little unexpected) predictions for the industry in 2025: 𝗠𝗶𝗱𝘁𝗶𝗲𝗿 𝗰𝗿𝗲𝗮𝘁𝗼𝗿𝘀 𝘄𝗶𝗹𝗹 𝘀𝘁𝗮𝗴𝗲 𝗮 𝗰𝗼𝗺𝗲𝗯𝗮𝗰𝗸. Follower counts don’t accurately reflect a creator’s ability to drive business outcomes for brands. In 2025, brands will prioritize choosing creators on metrics that matter - like engagement and creative alignment. This will benefit the longtail of creators, particularly those with medium-sized audiences, strong creative and high-quality engagement. 𝗠𝗲𝘁𝗮 𝗰𝗼𝘂𝗹𝗱 𝗯𝗿𝗶𝗻𝗴 𝗯𝗮𝗰𝗸 𝗹𝗶𝘃𝗲 𝘀𝗵𝗼𝗽𝗽𝗶𝗻𝗴. Meta shut down live shopping on Facebook and Instagram in late 2022 and early 2023, as its ad business was suffering. With its ad revenues booming - and a TikTok ban looming - the time could be right to try again. Live commerce has been a boon for some creators and small businesses on TikTok, and it could make Meta a more attractive alternative for users, creators and brands. 𝗬𝗼𝘂𝗧𝘂𝗯𝗲 𝗰𝗼𝘂𝗹𝗱 𝗿𝗲𝘃𝗶𝘀𝗶𝘁 “𝗢𝗿𝗶𝗴𝗶𝗻𝗮𝗹𝘀.” Serial creator video is taking over social media, shifting TV viewers and audiences. As more YouTube creators bring their content to streamers like Netflix and Amazon or FAST TV channels, YouTube will want to give them more reasons to stay. YouTube will also continue to push into CTV: Last week, it announced that “Watch With” will come to TVs soon. 𝗟𝗧𝗞 𝘄𝗶𝗹𝗹 𝗯𝗲 𝗮 𝗳𝗼𝗿𝗰𝗲 𝘁𝗼 𝗯𝗲 𝗿𝗲𝗰𝗸𝗼𝗻𝗲𝗱 𝘄𝗶𝘁𝗵. Its technology has quietly underpinned social shopping behavior for years. In 2024, LTK deepened its relationship with retailers and the social platforms, most notably through an integration with TikTok. It also launched LTK DM on Instagram, helping drive more traffic and spending to creators on its app, which has become a go-to for creators and shoppers looking for a more curated and controlled experience. 𝗕𝗿𝗮𝗻𝗱𝗲𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 - 𝗮𝗻𝗱 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀 - 𝘄𝗶𝗹𝗹 𝗿𝗶𝘀𝗲. The social platforms are saturated with sponsored content. In 2025, both brands and creators will continue to look for more sustainable ways to reach audiences. The rise of both predictable video and creator-founded products will offer new opportunities for brands and creators to collaborate, such as sponsoring a series or a co-branded product launch. And stay tuned for my 𝘷𝘦𝘳𝘺 𝘴𝘱𝘦𝘤𝘪𝘧𝘪𝘤 social media predictions later this week.