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There are two primary types of shopping: search-driven shopping and discovery-driven shopping. Today, Amazon dominates search-driven shopping: 74% of online shopping searches in the U.S. now originate on Amazon.com (much to Google’s chagrin). You go to Amazon and you search “paper towels” or “hand soap” or “laundry detergent.” Search-driven commerc... See more
digitalnative.substack.com • CAC: Customer Acquisition Chaos - by Rex Woodbury
Beyond simply copying her outfit, which isn’t the point, it speaks to a broader shift in consumer behavior: We want to hear from people, not corporations.
Vogue • Influencers Are the Retailers of the 2020s
If commerce is a transaction between buyer and seller, the face of the seller is evolving with new tools for discovery and purchase that allow for a personal relationship between creator and customer. Beyond a corporation or mass retailer, the seller is now frequently a person or small business. We are seeing a new long-tail retailer learning how t... See more
Kirsten Green • The next revolution in commerce will be driven by the seller
3. Influencers enable disintermediation of the social media superpowers: As Facebook matures, CPMs rise, driving up acquisition costs, often rendering the platform unsustainable or unscalable. We’ve witnessed the rise and fall of many D2C companies that competed for attention on Instagram and Facebook, and fell victim to increasingly expensive ad c... See more