Do not underestimate the importance of what happens after someone checks out. This will be the key to substantial growth and customer loyalty. Shipping/returns (and associated communication), personalization in marketing, and loyalty programs are fundamental table stakes for sustainable growth.

Allbirds. Their path to purchase with an ever growing assortment of products has continued to impress me. Pair that with concise & informative PDPs and dynamic reviews that build confidence in your purchase (as a first time buyer) and I think you have a winning formula

I am a consultant first, agency owner, second. We run Trellis as such, we feel that development has been commoditized so our true value is the strategy support that we provide alongside an incredibly talented team of 90+ designers, developers, and marketers. Therefore I am happy to personally serve as a fractional eComm leader and/or do so as part of engagements with Trellis!

I think the most important metric for brands to consider is their CAC (Customer Acquisition Cost). ROAS used to be the haute girl, but CAC is what we should all live and die by in this ecosystem. We should acquire a customer for a reasonable cost and then it is our job to increase their value and loyalty (LTV) to our brand.