8 Common Ecommerce Mistakes and What We Learned from Them
December 6, 2024
With insights from a CMO, a founder, and a Creative Director, this article brings together expert advice on standing out in a crowded market. Discover why highlighting your unique story is crucial and how focusing on subtle details can make all the difference. Uncover six actionable strategies from industry leaders to elevate your brand.
Focus on what makes YOU unique and scream it from the rooftops.
It’s not just about pretty logos or catchy taglines—it’s about creating a vibe, a personality, and a story that people connect with on a human level.
For one brand I worked with, an all-natural supplement company, the market was beyond crowded.
Every competitor shouted the same thing: “We’re natural! We’re healthy!” Snooze-fest, right? So, instead of blending in, we leaned hard into the founder’s story.
They had a personal journey with chronic health issues and created this product out of pure necessity. That authenticity? GOLD. We built the entire brand identity around it—authenticity, transparency, and a no-BS tone that called out the fake claims in the industry.
Our messaging was unapologetic and bold, and we didn’t shy away from real talk in our copy.
On social, we used testimonials and behind-the-scenes content to highlight the founder’s story and the science behind the product.
The results? The brand went from “just another supplement company” to a community-driven powerhouse with a loyal fanbase. Oh, and sales? Let’s just say we hit the “sold out” sign a few times.
The takeaway? Don’t try to be everything to everyone. Find your edge—whether it’s a killer story, a unique voice, or values that resonate—and OWN it.
In a sea of sameness, authenticity, and personality are what make people stop scrolling and start clicking “Add to Cart.”
Georgi Petrov, CMO, AIG MARKETER
My advice for building a solid brand identity in a crowded eCommerce space is to design a UVP that resonates with your target audience. At FemFounder and Marquet Media, I’ve differentiated my brands by offering personalized services and content specifically designed for female entrepreneurs. Instead of trying to compete with everyone, I’ve focused on creating niche products and services that solve the unique challenges faced by this community.
For example, FemFounder offers digital planners and business toolkits tailored to women in business, while Marquet Media provides highly personalized PR services to help women-led startups gain media visibility. This strategy has allowed me to build a robust and engaged community and create experiences that align with the values and needs of my audience, setting my brands apart.
Kristin Marquet, Founder & Creative Director, Marquet Media
To build a strong brand identity in crowded e-commerce, focus on creating a unique value that resonates with your audience. For us at PinProsPlus, we differentiated by offering highly customizable pins, ensuring each design is personal and memorable. One memorable experience was when a customer shared how their custom pin captured a special memory, which reinforced our brand’s emotional connection. My advice is to focus on authenticity, personalize your offerings, and maintain consistent communication. Doing so helps your brand stand out and build customer loyalty.
Bradley Fry, Owner, PinProsPlus
Building a strong brand identity in a crowded e-commerce space requires clarity, authenticity, and a focus on connection. Here’s my advice:
Key Strategies:
For instance, a campaign for a streetwear brand asked customers to post photos wearing their outfits with a hashtag. By featuring this content on landing pages and promotional emails, they saw a 15% sales boost and a 25% rise in repeat customers. This not only built authenticity but also fostered community loyalty.
In summary, to stand out in e-commerce, focus on authentic engagement, unique storytelling, and community-driven content. These strategies can effectively set your brand apart.
Harmanjit Singh, Founder and CEO, Origin Web Studios
Our approach to standing out in the crowded beauty space centers on authenticity and cultural heritage. By deeply integrating traditional Moroccan hammam rituals and ethical sourcing practices into every aspect of our brand story, we’ve created a unique identity that resonates with consumers seeking both efficacy and meaning in their skincare routines. We focus on educating customers about centuries-old beauty traditions while offering modern, convenient formulations that deliver real results. This combination of authenticity, tradition, and effectiveness has helped us build a loyal community that values both the cultural significance and performance of our products.
Amina Hone, Founder, Minarra
Building a strong brand identity that differentiates your business from your competitors isn’t just about coming up with something unique and bombastic every time. Sometimes, it can be done by “seeping through the cracks.”
This means focusing on the subtle, often overlooked details that create a consistent and compelling image for your business. These are the touchpoints that your audience interacts with daily-your tone of voice in customer service, the way you package products, or how you follow up after a purchase. It’s not always about a flashy logo or a viral campaign. Instead, it’s about ensuring your brand’s personality and values shine through in small, meaningful ways.
Competitors often compete for attention with bold claims and extravagant gestures. By contrast, a brand that “seeps through the cracks” focuses on creating emotional connections through authenticity and reliability. For example, a handwritten thank-you note, a well-designed email confirmation, or an intuitive user interface can make a lasting impression. Over time, these details compound into a cohesive identity that feels genuine and dependable, setting your business apart in a crowded marketplace.
This approach also allows businesses to resonate deeply with their niche audience. When customers feel seen and valued through these personalized experiences, they are more likely to become advocates for your brand. In a world oversaturated with loud marketing, the quiet power of thoughtful details can be the differentiator that helps your brand not just stand out, but truly stand for something.
Jessica Bane, Director of Business Operations, GoPromotional
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