By Ryan O’Connor

In This Episode …

We’re all familiar with Amazon. In fact, most of us use it on a frequent basis. But did you know that Amazon has a higher conversion rate than other e-commerce platforms? Or that it’s where most U.S.-based consumers start their shopping journey? 

On this episode of the Relationship Commerce Podcast, Dean Dutro is joined by Brian Burt, the Founder and CEO of Canopy Management, a full-service, full-stack, “A-to-Z,” done-for-you Amazon marketing agency. Canopy is dedicated to helping brands scale their businesses, gain market share, and become the royalty of their Amazon categories. 

Together, Dean and Brian discuss:

  • The challenges associated with becoming the face of your brand
  • Figuring out who your perfect customers are; and
  • Building a team of motivated and productive members—virtually 

Ready for a few awesome lessons in e-commerce marketing? Let’s dive in. 

What Happens When the Face of Your Brand Is Yours?

If you are in the process of building an e-commerce business where you, as the owner, are the face of the brand, chances are that you will face some big challenges as the business grows. 

Why? Two big reasons: 

  • Your customers learn to work exclusively with you. 
  • They associate the brand with you, so if you ever move away from the day-to-day operations of the business in the future, the decision could have a negative effect on the brand.

To avoid this problem, set up your e-commerce business so your customers have a seamless experience, whether they’re interacting with you or your team. Educate all of your new customers on expectations from the moment you start working together to avoid any misunderstandings in the future and guarantee the best results for everyone.

However, if some customers become difficult and demand to deal with you only, this may be a sign that you are working with the wrong type of customers. If that’s the case, reevaluate your working relationship with them. If nothing changes, don’t be afraid of ending your contract—once one door closes, another opens.

Why You Should Sell Your E-Commerce Products on Amazon

If you’re not selling your e-commerce products on Amazon, you may be missing out on opportunities to boost your sales. In fact, even if they don’t ultimately buy, many consumers in the U.S. start shopping around on the Amazon marketplace before buying from other e-commerce marketplaces.

If you’re not sure, getting some objective data could help you make the decision. Using a third-party tool, you can find out if potential customers search for your brand on Amazon. If the data shows that your brand receives a lot of searches every month, then you should consider creating a product listing on the marketplace. Keep in mind that if customers look for you on Amazon and fail to find your products, those sales can go to your competitors instead. 

Just to be sure, let’s look at the numbers, too:

  • On Shopify, an above-average conversion rate is about 3 percent
  • On Amazon, the average conversion rate is around 10-15 percent 

Customers purchase more on Amazon compared to Shopify—so why wouldn’t you be where people are buying? 

How to Motivate a Remote Team and Build a Company Culture

If you currently run a virtual team for your e-commerce business, there are some things you can start doing today to improve your management and their productivity.

Not only are these good strategies that you can use to build a good company culture for your e-commerce brand, they can also help motivate productivity, which is beneficial for the company.

Host Daily Huddles

For starters, you can do daily huddles via Zoom (or a communications platform of your choice) every morning. Have your team share updates from the previous day's work. If you want, circulate who runs the meeting each morning, and be sure to make time to celebrate each other's work.

Provide Rewards

Provide ways for members to earn rewards from their good work to motivate them. This is a strategy Canopy Management uses where employees get rewarded with points which they use to buy swag on the company's e-commerce site. These points add up, and team members can get vacations or paid days off by redeeming the points. 

Ramp Up Your E-Commerce Marketing with an Email Campaign

E-commerce marketing is paramount to the success of your business. A solid e-commerce marketing campaign can help you dramatically grow revenue and turn existing customers into customers committed to your brand.

One of the best marketing strategies to create lasting relationships between e-commerce sellers and their customers is through the most personable form of digital connection: email. 

Connect with a SmartBug and let’s get the digital marketing conversation started!

COVID-19-Email-Marketing-Impact-Report-cover

Check out a few email strategies we executed during the first three months of COVID-19 in our

COVID-19 Email Marketing Impact Report

Check It Out
Ryan O’Connor

About the author

Ryan O’Connor is Smartbug’s Director of e-commerce Growth, product manager, and sales director. He enjoys helping readers learn how to solve big business challenges through consumer psychology within the constantly evolving e-commerce landscape. Over the past 10 years, Ryan has helped 1000s of DTC brands navigate challenges to grow fast through intelligent marketing. He’s not afraid to get his hands dirty, having launched his own e-commerce stores from the ground up. Read more articles by Ryan O’Connor.

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