There is no one-size-fits-all in ecommerce. Success hinges on knowing you brand's archetype and adhering to a protocol. At Folklore i have thought of five ecommerce archetypes, each with its individual customer habits, emotional needs and marketing formulas. Your Shopify theme design is more than fluffy design choices and stunning images, conversions are lost when you play by someone else's rules.
In the ever-evolving world of ecommerce, one that is now more design-led than developer-controlled, knowing what kind of ecommerce brand you are running will give you an edge. Shiny object syndrome is rife and many founders collect apps like they are Pokemon in the vain hope they will make a difference.
Ask yourself these key questions to find your ecommerce brand type:
Based on your answers, your brand fits naturally into one of these groups:
Once you know your archetype you can tailor your ads, retention and win-back emails, social media strategy and your website content. You can then align with your archetype’s unique purchase frequency, average order value, storytelling needs and customer lifetime value.
For example, Ritual Brands, like skincare brands, must prioritise retention and loyalty programs and subscription offers. High-End Craftsperson brands, like furniture or lighting brands, will need to invest in high-impact storytelling, expect a longer customer journey and offer a more high-end service.
Remember, ecommerce was once developer-led, focused more on technology than design or knowledge of actual business acumen. Real success comes from understanding your customers’ emotions, reasons for buying and how they perceive your commodity.
Get ready for the series. I will post the next one this time next week...