In today’s digital age, the significance of ecommerce cannot be understated. With giants like Amazon and Lazada monopolizing the spotlight, it’s essential to delve deeper and acknowledge the unsung heroes — small and medium-sized ecommerce platforms. These platforms, often functioning with limited resources, still manage to capture a sizable market share, offer incredible value to their customers, and serve as prime examples of scalable, efficient, and successful models.
Let’s explore five of these hidden gems and discern what makes them tick, and more importantly, what you can learn from them.
1. Zulily:
Founded in 2009, Zulily initially set out to cater to moms, offering daily deals for kids’ apparel. Their unique selling proposition (USP) revolves around flash sales, which instigates urgency amongst shoppers.
Key Takeaways:
- Create Scarcity and Urgency: Limited-time offers can drive immediate sales, as customers don’t want to miss out.
- Cater to a Niche Audience: Focusing on a specific demographic (like moms) can create dedicated and loyal customer bases.
2. Thrive Market:
Thrive Market emerged as a haven for those seeking organic and natural products at discounted prices. By requiring membership, they ensure customer loyalty and recurring revenue.
Key Takeaways:
- Adopt a Subscription Model: This not only guarantees revenue but also fosters a dedicated clientele.
- Emphasize on Value: By offering quality products at a discount, Thrive Market taps into the consumer desire for value-for-money.
3. Gymshark:
This fitness apparel brand burgeoned primarily due to its influencer collaborations and savvy social media marketing.
Key Takeaways:
- Leverage Social Media: It’s not just about being on social platforms; it’s about engaging and creating a community around your brand.
- Collaborate: Working with influencers, especially micro-influencers, can drastically boost visibility and credibility.
Born from a college graduation trip, this brand sells handcrafted bracelets and accessories. Their success can be attributed to their brand story and commitment to artisans.
Key Takeaways:
- Narrate a Compelling Story: Customers love brands with a genuine backstory. If your brand has a story, share it.
- Corporate Responsibility: Giving back, be it to artisans or a specific community, can elevate brand image and loyalty.
5. Allbirds:
Selling “the world’s most comfortable shoes,” Allbirds underscores the importance of sustainability, using merino wool and recycled materials.
Key Takeaways:
- Sustainability Matters: In an age of eco-consciousness, sustainability can be a massive USP.
- Simplify Choices: Allbirds limits their product range, ensuring quality over quantity. This can reduce decision fatigue for customers.
Things We Learn
The success of these small and medium ecommerce sites offers invaluable insights. Whether it’s through creating urgency, fostering community, telling compelling stories, or emphasizing sustainability, each of these platforms paves its own unique path in a crowded market.
By aligning a robust value proposition with a keen understanding of their target audience, these ecommerce sites demonstrate that success doesn’t always require unlimited resources — sometimes, it’s about strategic utilization of what you have.
For budding entrepreneurs or existing ecommerce ventures, these sites serve as a testament that with the right strategies, success is within reach.
