HOW TO THINK ABOUT BRAND AS AN ECOMMERCE PLAYER

Summary from the TLDR Marketing newsletter

A great brand enables e-commerce companies to close sales without relying on the cheapest offers or so-called best practices. Diptyque, a candle brand, charges $15 shipping despite “free shipping” being commonplace in e-commerce. It doesn't have to compete to be the cheapest because it's a respected, aspirational, and well-designed brand. Companies should consider long-term product and brand strategy before just implementing every industry best practice that promises a conversion lift.