Ecommerce Playbook: Numbers, Struggles & Growth

Are Political Ads Killing Sales?: State of the Industry

Oct 23, 2024

The discussion dives deep into the slowdown affecting seven-figure brands amid rising political ad spending. Experts analyze how consumer behavior is shifting towards value-seeking, impacting sales. As Black Friday and Cyber Monday approach, insights reveal the need for new strategies in a competitive market. The episode also covers the significance of data analytics in navigating holiday sales and adapting to changing consumer trends. Get ready to rethink your eCommerce approach in light of these critical insights!

27:15

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Episode notes

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Quick takeaways

Smaller seven-figure ecommerce brands are struggling with negative growth, highlighting the critical need for new customer acquisition strategies.

Political advertising is distracting consumers, leading to decreased purchasing activity as shoppers await better deals during the holiday season.

Deep dives

Trends in E-commerce Growth

Recent data indicates a concerning trend in e-commerce growth, particularly among smaller, seven-figure brands, which have experienced a decline in year-over-year revenue growth. In September, these brands reported a negative growth of minus 0.4%, while larger eight- and nine-figure brands saw a 10% increase. This divergence highlights the reliance of smaller brands on new customer acquisition, which is critical for their sustained growth. The diminishing growth among the smaller sector raises alarms about the health of the e-commerce landscape as it signals a potential slowdown in the overall consumer spending trajectory.

Intro

2min

E-Commerce Trends and Political Advertising Impact

8min

Navigating E-Commerce Challenges Amid Consumer Trends

2min

Navigating Consumer Trends Ahead of the Holidays

11min

Navigating Economic Optimism and Consumer Trends Pre-Holiday Season

5min

In this month's State of the Industry, we tackle some of the biggest questions facing ecommerce brands in 2024. Why are 7-figure stores seeing a slowdown in growth? How are political ad spending and shifting consumer behaviors affecting your bottom line? And most importantly, what can you do about it heading into the critical Q4 period?

Join our panel of experts as we break down the data behind the Direct-to-Consumer Confidence Index (DTCCI) and explore theories on why revenue growth is stalling. We’ll discuss the impact of the upcoming election, the growing trend of value driven consumers waiting for bigger discounts, and how large ecommerce brands are adjusting their strategies in a tighter, more competitive market. Plus, we’ll dig into what this means for Black Friday, Cyber Monday, and your holiday sales.

If you’re navigating the complexities of ecommerce right now, this episode is packed with insights to help you adjust your strategy and drive profitability. Don’t miss these critical discussions on the future of DTC brands!

Show Notes:

Go to https://your.omnisend.com/CTC to 20% off your first 3 months with code CTC20.

The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

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