Ecommerce Playbook: Numbers, Struggles & Growth 2024 Was About Surviving – 2025 Is About Winning
Jan 30, 2025
Luke Austin, VP of Ecommerce Strategy at Common Thread Collective, dives into the transition from survival to aggressive growth for DTC brands. He reveals how brands can break traditional models with innovative marketing and authentic content. The conversation highlights strategic influencer marketing, emphasizing the need for realistic expectations and diverse tactics. Luke also underscores refining performance models to ensure sustainable growth and drive long-term success while navigating the changing landscape of ecommerce.
AI Snips
Chapters
Transcript
Episode notes
Breaking the Model in 2025
- 2024 focused on foundational e-commerce practices like tracking and cost management.
- 2025 emphasizes aggressive growth strategies to "break the model" and exceed predicted outcomes.
Building and Breaking the Model
- Build a P&L-level forecast to project key metrics like revenue and contribution margin.
- Within this forecast, incorporate a "percentage over model" input to track growth beyond predicted baselines.
Breaking the Model with Initiatives
- Implement new initiatives like influencer collaborations, product launches, and exploring new ad channels.
- Quantify the impact of each initiative by measuring its contribution to the "percentage over model" performance.