Ecommerce Growth Techniques

Having a dominating share on e-commerce marketplaces has been one of the pillars of our growth. 10 pointers for founders to keep in mind while scaling e-com: 1. The fundamental equation of e-com is “Sales= Traffic*Conversion”. Not meeting sales numbers is either a traffic problem or a conversion problem. For every SKU, figure out whether it is a traffic problem or a conversion problem. Do not try to solve traffic problems with conversion levers. And vice versa. 2. Like all performance marketing, e-com media also has diminishing returns. Beyond a point, increasing spends will not increase sales at the same speed. Stop at that point 3. If you want to increase profitability, you need to increase your organic discoverability in the platform. Amazon is a search led platform with search contributing to 60-70% views in most categories. For Flipkart, along with search, merch and reco are equally important. But the fundamentals of organic discoverability is same. Both platforms have an algorithm where SKUs with the best reviews, highest listing quality score, lowest time to delivery and highest conversion rates get pushed. Optimize for these parameters and see organic discoverability skyrocket 4. The other way to reduce dependency on platform ads( and hence increase profitability) is to ensure your branded searches increase. This is directly a function of your off platform marketing activities, word of mouth and repeat customers. So, work on those parameters 5. Category Relationships matter a lot. Understand what the number 1 objective of your category manager is for the year. And help them achieve it. Eg: If they are looking to improve ASP, help them with your premium assortment. If you help them achieve their number 1 KPI, they will ensure you do well on the platform 6. Whatever the ads team tell you, take it with a pinch of salt. Most times they are very helpful. But their number 1 KPI is to sell ads. Not your success. So, sometimes what is good for them might not be good for you 7. All SKUs will not do well. All sub-categories won’t do well. If there is no PPCMF, no amount of good execution will cut it. So, important to cut your losses and stop investing more money on losers. Instead, allocate to your winners in the portfolio 8. Have a E-Commerce dashboard which goes beyond the L0 metrics. Look at your L1 and L2 metrics daily and hold teams accountable for these metrics. Ads driven sales, share of search, organic visits, conversion rates etc are all examples of L1 metrics 9. Sometimes there will be irrational competition and they will bid crazily for keywords. Do not compete with them. They are burning cash and because blind venture money is running out quickly in consumer brands, they will fizzle out. 10. Do not overdo discounts. Discounts are like antibiotics. You use it 2-3 times a year, you see huge spikes. Use it every alternate day, and that becomes your market operating price.

4 out of 5 CRO agencies I've worked with usually relied on 'best practices' to increase conversion rate. These practices include: - Adding badges like 'few left', 'bestseller' - Making reviews more prominent - Creating urgency with timers - Adding key product USPs - Leveraging offers While these strategies do give results, many tend to overlook a critical aspect. Which is UX/UI design. That’s likely the least spoken topic at a CRO agency. Despite its significant potential to increase conversion rates. In this example, using Nourish You India's PDP, I've implemented UX/UI and other changes that can increase conversion rates. Below are the 8 changes I recommend a/b testing - 1. Move the product name above the product image along with reviews+price. That way, the space between the images and the add-to-cart CTA is reduced, increasing the chances of adding to cart. 2. The primary product image should highlight key USPs. This would help the user to quickly understand why to buy this product and why from you. 3. Consider adding product image thumbnails. If your product requires education then use the image slider to provide that. Most important in consumables, personal care industry, and tech. 4. Consider adding 3 quick bullet points or USPs about the product before the user goes to add to cart. This way, they are educated about the product before they consciously think about purchasing from you. 5. Motivate users to add more quantity, increasing the AOV. Do this by highlighting savings when they buy in bulk or highlighting the cost per item if they buy a bundle. 6. Optimize the area around the add-to-cart CTA. Highlight the estimated delivery time, free shipping threshold and return policy. 7. Highlight key USPs to differentiate your product and brand from the others. 8. Add accordions that the user can click on to read more. This way they can find the answers to their questions quickly. Other 2 CRO changes I did: 1. Added 'Few left' once the user selected the pack they want to buy. This creates urgency. 2. Re-iterated price near the pack selection so the user doesn't have to scroll back up to see the price. Success lies in attention to detail. Found this useful? Let me know in the comments! P.S. The learning curve for UX/UI design is quite different from that of CRO. Some great resources to explore are Baymard Institute and Nielsen Norman Group to get started. #conversionrateoptimization #uxdesign

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

𝗬𝗼𝘂𝗿 𝗗𝟮𝗖 𝗕𝗿𝗮𝗻𝗱 𝗦𝗲𝗹𝗹𝘀 𝗣𝗿𝗼𝗱𝘂𝗰𝘁𝘀. 𝗔𝗺𝗮𝘇𝗼𝗻 𝗦𝗲𝗹𝗹𝘀 𝟳 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗧𝗵𝗶𝗻𝗴𝘀. 𝗛𝗲𝗿𝗲'𝘀 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂 𝗖𝗮𝗻 𝗦𝘁𝗲𝗮𝗹. Amazon's trailing twelve-month revenue hit ₹57.6 lakh crore ($691 billion). Product sales? Only 42%. The other 58% is a revenue diversification playbook every D2C founder should copy. 𝗛𝗼𝘄 𝗔𝗺𝗮𝘇𝗼𝗻 𝗠𝗮𝗸𝗲𝘀 𝗠𝗼𝗻𝗲𝘆 Online Store: 42% (₹24.2L cr) Third-Party Services: 23% (₹13.3L cr) AWS: 16% (₹9.2L cr) Advertising: 7.5% (₹4.3L cr) Subscription: 7% (₹4L cr) Physical Stores: 4% (₹2.3L cr) 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂𝗿 𝗗𝟮𝗖 𝗕𝗿𝗮𝗻𝗱 𝗖𝗮𝗻 𝗟𝗲𝗮𝗿𝗻 𝐀𝐝𝐝 𝐚 𝐏𝐥𝐚𝐭𝐟𝐨𝐫𝐦 𝐏𝐥𝐚𝐲: 23% of Amazon's revenue comes from others selling on their platform – zero inventory risk. Could you let complementary brands sell through your site? Commission-based revenue scales infinitely. 𝐋𝐚𝐮𝐧𝐜𝐡 𝐚 𝐒𝐮𝐛𝐬𝐜𝐫𝐢𝐩𝐭𝐢𝐨𝐧: Prime generates ₹4L cr and makes members spend 2-3x more. Weekly boxes, exclusive access, VIP perks – recurring revenue beats one-time sales every time. 𝐌𝐨𝐧𝐞𝐭𝐢𝐳𝐞 𝐘𝐨𝐮𝐫 𝐓𝐫𝐚𝐟𝐟𝐢𝐜: Amazon makes ₹4.3L cr from advertising. You have traffic and audience attention. Start with affiliate links, then sponsored placements, brand partnerships. Traffic is an asset – stop giving it away free. 𝐁𝐮𝐢𝐥𝐝 𝐇𝐢𝐠𝐡-𝐌𝐚𝐫𝐠𝐢𝐧 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬: AWS is 16% of revenue but 50%+ of profits. What's your high-margin play? Online courses, coaching, tools, SaaS products related to your niche. 𝐄𝐧𝐚𝐛𝐥𝐞, 𝐃𝐨𝐧'𝐭 𝐉𝐮𝐬𝐭 𝐒𝐞𝐥𝐥: Amazon's biggest wins came from building infrastructure others need – fulfillment, cloud, payments. What does your industry struggle with that you could solve and monetize? The lesson? Revenue diversification isn't a nice-to-have. It's how you survive when CAC spikes, margins compress, and competition intensifies. Stop selling one thing. Start building seven revenue streams. Picture: Respective Owner #amazon #D2C #revenue #growth #strategy

𝟭𝘀𝘁 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁 𝗡𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 𝗼𝗳 𝟮𝟬𝟮𝟱 𝗶𝘀 𝗵𝗲𝗿𝗲: 𝗞𝗲𝘆 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 & 𝗧𝗮𝗰𝘁𝗶𝗰𝘀 𝗳𝗼𝗿 𝗖𝗣𝗚 & 𝗙𝗠𝗖𝗚 𝗲𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 𝗶𝗻 𝟮𝟬𝟮𝟱 2025 is here, shaping up to be a transformative year for CPG brands navigating the ever-evolving eCommerce landscape. As we move beyond the honeymoon phase of price-driven growth, brands must pivot toward value-driven strategies, advanced retail media execution, and leveraging AI for scalable personalization. In our latest edition of the ecommert: CPG Digital Growth Newsletter, I’ll be diving deep into: ✔️ How to bridge the eCommerce maturity gap with actionable frameworks used by industry leaders like L'Oréal, Nestlé and Procter & Gamble ✔️ The role of retail media networks (RMNs) as the backbone of modern CPG advertising strategies. ✔️ Why quick commerce in India, Brazil, and Indonesia and omnichannel growth in mature markets like the US and UK are essential pillars for volume growth. ✔️ The EEE Framework for Retail Media: The strategic playbook for brilliance in everyday basics, cross-channel efficiency, and tech-driven analytics. ++ 𝗞𝗲𝘆 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀 ++ 1️⃣ The end of price-driven growth requires smarter pricing models and tailored product offerings. 2️⃣ Intensified retail media investments demand tech-enabled solutions and unified measurement approaches. 3️⃣ AI-driven personalization and agility are no longer optional—they’re critical for long-term success. If you’re leading a CPG or FMCG brand, this newsletter is packed with actionable strategies to thrive in an increasingly competitive digital commerce world. 𝗝𝗼𝗶𝗻 𝟭𝟭,𝟲𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝗳𝗼𝗹𝗹𝗼𝘄 𝘁𝗵𝗲 ecommert®: 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 👇 About ecommert We partner with CPG businesses and leading technology companies of all sizes to accelerate growth through AI-driven digital commerce solutions. Our expertise spans e-channel strategy, retail media optimization, and digital shelf analytics, ensuring smarter and more efficient operations across B2C, eB2B, and DTC channels. #CPG #FMCG #retailers #growth #strategy PepsiCo Colgate-Palmolive Unilever Reckitt Walmart Target Costco Wholesale Kroger Instacart Best Buy Tesco Carrefour REWE Group REWE Group Zalando Hepsiburada (NASDAQ: HEPS) Auchan Retail E.Leclerc Saintsbury Whole Foods Market Albert Heijn Coty Kenvue Haleon The Hershey Company Lindt & Sprüngli Danone Kellogg Company Kellanova Kraft Heinz Arla Foods General Mills The Coca-Cola Company Mondelēz International Coca-Cola Europacific Partners Ferrero

Not every marketing channel does the same thing. Let me explain 👇🏻 Many premium brands thing that they just need to be on every marketing channel possible, and shout as loud as possible on there. Over communicating the same message that doesn't even really resonate. The worst bit - likely wasting resource, capital and energy in the process. But there is a better way to think about all of these channels. 👇🏻 It’s about awareness that feels earned, not forced. Consideration that builds credibility, not clutter. And loyalty that outlasts a single transaction. Here’s how premium brands turn attention into affinity: ✅ Awareness ↳ Make people aware you exist in the right spaces. 👉🏻Platforms: Organic social (IG, TikTok, LinkedIn) Paid social (brand films, awareness) Press & influencer seeding Strategy: Lead with values Cinematic craft stories Aspirational creators / PR Right-place visibility ✅ Consideration ↳ Educate and inspire with proof and craft. 👉🏻 Platforms: Organic: carousels, storytelling Paid retargeting (video/static) YouTube/blog (BTS, materials) Email: Welcome & Education ♟️Strategy: Educate: materials / process Calm, confident tone Proof early (press/reviews) ✅ Action ↳ Turn trust into confident purchase decisions. 👉🏻 Platforms: Google Search & Shopping Paid: conversion/retargeting On-site UX/checkout Email: Cart & Browse ♟️ Strategy: Proof above the fold Align Search–Paid–PDP Frictionless UX & service Gentle scarcity Personalise ✅ Loyalty ↳ Retain and reward beyond the transaction. 👉🏻 Platforms: Email: replen, VIP Community & UGC (ambassadors) Customer service touch points ♟️ Strategy: Rituals & care content Access, previews, community Reward attention, not spend This is how premium brands grow without shouting. Structure before scale. Emotion before metrics. Are you building a funnel that earns attention... or demands it?

The reality of working with #Amazon has changed dramatically for brands in 2024. The online retailer focuses on: 💵 Optimising margin structures 💵 Reducing headcount resources 💵 Automating repetitive processes The list goes on. 🚩 Yet, most suppliers continue with business as usual. They keep deploying the same investment principles as in offline channels. And they keep their teams locally organised, ignoring Amazon's regional (pan-EU) expansion focus. This creates a gap between the reality of brands and Amazon, where brands increasingly invest in staffing while Amazon dramatically reduces its headcount. So how can brands ensure they align their organisation with the new reality Amazon is creating in 2024 and beyond? ✅ By following a simple 3-step approach: 𝟭. 𝗥𝗲𝘃𝗶𝗲𝘄 𝘆𝗼𝘂𝗿 𝗼𝗿𝗴𝗮𝗻𝗶𝘀𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝘀𝗲𝘁𝘂𝗽 Amazon's retail workforce is in decline. Layoffs and Automation have made many Vendor Managers redundant. As a result, Amazon has begun to focus its buyer resources at a regional EU level. Instead of 9 Vendor Managers covering each European marketplace, one Vendor Manager manages the EU9 trade relationship today. This requires brands to adjust their organisational structure to navigate the online retailer effectively. Brands that maintain a localised approach risk losing access to a dedicated Vendor Manager in 2024. 𝟮. 𝗥𝗲𝗮𝗹𝗶𝗴𝗻 𝗿𝗲𝘀𝗼𝘂𝗿𝗰𝗲𝘀 Aligning teams at a regional level can help brands achieve significant economies of scale. Centralising resources can help avoid duplication of work when it comes to negotiation or reporting processes, while the virtual shelf and shopper activation management can be maintained at a local level. Brands that successfully shape their business relationship with Amazon in 2024 will excel in realigning existing workflows at a regional level while meeting and considering the demands of local markets. 𝟯. 𝗔𝘂𝘁𝗼𝗺𝗮𝘁𝗲 𝗮𝗻𝗱 𝗼𝗳𝗳𝘀𝗵𝗼𝗿𝗲 With Amazon increasing its efforts to offshore and automate tasks in its retail business, brands have to shoulder more tasks that Vendor Managers and Brand Specialists previously owned. This means that offshoring and automation must become a top priority for 1P suppliers themselves if they want to avoid a significant increase in their cost to serve. It's good practice for brands to start capturing repetitive workflows currently done manually and either outsource them to cost-efficient service providers or automate them completely. After all, the size and complexity of Amazon's business will only increase in the years to come. --- How are you adapting your organisation to Amazon's automation and offshoring focus in 2024? Let me know in the comments! #amazonvendor #amazonstrategy

4 stats that shifted my view on ecommerce, brand building, and retail expansion: 1. Ecom is under 16% of retail sales 2. Apparel is the largest ecom category at 18% of retail sales 3. The top 10 ecom companies (Amazon, Walmart, eBay, etc) control 60% of the market 4. Selling only on Shopify means your marketing/ad spend accesses just 6.4% of total purchase opportunities (15.9% x 40% = 6.36%). For a long time, I didn't know these stats. I assumed e-commerce was a much larger share of total retail sales than it really is. I opposed channel expansion, thinking Shopify provided all the scale we needed Boy, was I wrong Side note: I also thought retail expansion was blasphemous due to loss of transaction control and brand ownership...wrong there too This belief severely limited our growth, profitability, and the revenue impact of our brand-building efforts. Learning the actual data changed our strategic views on channel expansion... ** What I learned ** Staying Shopify-only makes it harder to reach new audiences who would love our brand and product, but simply don't shop on brand sites, or online at all (in your category) ** How this ties to Brand ** Even the strongest brand can't fully monetize if only available in 6.4% of purchase opportunities ** Action to take ** If you're looking to combat increasing acquisition costs and are trying to rationalize brand investments, effective channel expansion (effective being the operative term that will comprise another bunch of posts) is a strategic option to consider. ** How my playbook would be different if I were to do it again ** I wish I knew this info far earlier, and if I were to do it again, I'd massively increase brand investments early on to create inbound from retail buyers to have the optionality and leverage to enter new wholesale/retail channels in the best way possible. ** Caveats ** 1. % of total retail sales from younger, more affluent buyers likely skews more toward ecom, but I could not find that number. I still wouldn't throw out the above data because of this assumption 2. Huge businesses can still be built solely on ecom—there are many examples 3. Your Shopify store is vital for testing products, gaining early revenue, and driving loyalty. I'm sure there are other details I'm missing, but hopefully we can put that aside and focus on the main takeaways: 1. Multichannel (particularly brick n mortar retail, but AMZ too) expansion will open up incremental TAM (and potentially at similar or accretive margin). 2. And, for all the brand builders out there looking to see their brand investments drive the maximum revenue & profit increases, your brand dollars will go so much further if you have a broad, high-quality retail presence. Don't make the same mistake I did Don't unnecessarily limit your growth potential Build a strong brand lots of people love, then put your product in more places Let's go!

99% of AEs and SDRs believe the secret to cold email is to sharpen the message and desired outcome. They're wrong. Here's what the top 1% of cold emails do differently (3 examples in the video): 1. They agitate pain. Step 1 in a successful cold email is to describe the PAIN better than the prospect can say it. That's not the same thing as promising an outcome. Cold buyers aren't thinking about outcomes (yet). They're thinking about the thorn in their side. Capture that thorn, and you'll earn the right to have them read the next sentence. 2. They create a compelling "chain" of sentences. Write this one down - EVERY sentence your write in a cold email has one purpose: To get them to read the NEXT sentence. The only exception to this rule is the last sentence. If a sentence doesn't accomplish this, strike it. Pretend you get $100 for every word you remove. Get ruthless. 3. They read like a page in your buyer's journal. As the buy scans your email, the way you capture the pain should FEEL like a conversation they already have going on in their head. The "best of the best" cold emails get this response: "Damn, that puts words to something I've been struggling to articulate." If it could pass as a journal entry, you're bound to win. 4. They have an "easy to say YES to" call to action. The best cold emails are easy to say yes to. They don't ask for 30 minutes. That's hard to say yes to for any busy exec. They don't ask for time (explicitly). They simply reference the problem, and ask if it's worth having a conversation to explore fixing it. TAKEAWAY: Almost everyone gets cold email wrong. They either think it's ALL about outcomes and benefits. Or they think it's all about WHAT and HOW you do it (positioning). Cold email is about neither of those. It's about a describing your buyer's problem so well, it feels like you're peering into their soul. Tag an AE or SDR that would like these tips. P.S. Once you book the meeting, here's 39 questions that sell that generate urgency, uncover pain, and create momentum: https://go.pclub.io/list

In the dynamic world of digital marketing, an effective email campaign is more than just a message—it's a carefully crafted experience that captivates, resonates, and drives action. Let's dissect the key elements that contribute to the success of an email marketing masterpiece. 🌐📧 1. Subject Lines that Spark Curiosity: 🔍📌 The gateway to your email. Craft subject lines that intrigue, inspire, or pose questions. The goal? To entice recipients to open the email and explore what lies within. 2. Compelling Content: Tell a Story, Solve a Problem: 📖🎯 The heart of your campaign. Your content should be a blend of storytelling and problem-solving. Connect emotionally, provide value, and address the needs or pain points of your audience. 3. Personalization for a Tailored Touch: 🤝🎨 Beyond just using a recipient's name. Leverage data to personalize content, recommendations, or offers based on user behavior and preferences. A personalized touch enhances engagement. 4. Visual Appeal with Eye-Catching Design: 🎨👁️ A picture is worth a thousand words. Incorporate visually appealing graphics, images, and layouts. Design should complement your brand and guide the reader through the content seamlessly. 5. Clear and Compelling Call-to-Action (CTA): 🚀🔗 The purposeful nudges. Your CTA should be crystal clear, compelling, and aligned with the campaign's goal. Make it easy for recipients to take the desired action, whether it's making a purchase, signing up, or downloading. 6. Mobile Optimization for On-the-Go Engagement: 📱💨 In a mobile-centric world, ensure your emails are optimized for various devices. Responsive design is key to delivering a seamless experience, no matter where your audience opens their emails. 7. A/B Testing for Continuous Refinement: 🔄📊 Don't guess; test. A/B testing allows you to experiment with different elements—subject lines, content, visuals—and refine your approach based on real-time performance data. Share your insights and let's continue to elevate our email marketing game together! 💬💌 #EmailMarketing #DigitalCampaigns #EngagementStrategy