E-commerce is booming more than ever, with a record $41.1 billion in sales over Black Friday weekend. In fact, e-commerce saw double-digit percentage growth over the previous year, compared to relatively sluggish comparisons for in-store shopping.
Of course, not all e-commerce brands are experiencing the same level of growth. I recently had the opportunity to speak with Albert Wang, co-founder and CEO of PatPat, a thriving e-commerce brand that sells children’s and baby clothes as well as matching family outfits. As he explains, there are key characteristics that allow certain e-commerce brands to thrive.
- Social Proof: A Catalyst for E-Commerce Growth
An estimated 75.5% of customers trust online reviews as part of their online purchasing process — and this directly impacts sales, with products that have five or more reviews being 270% more likely to be purchased than a product with no reviews. With so many e-commerce sites selling similar products, social proof is often the key difference maker.
“Leading e-commerce brands recognize that social proof drives confidence at every stage of the buyer journey,” says Wang.
“For most, this means making it easy for customers to leave reviews and ratings of individual products on your website. If you sell your products on other digital stores as well, you could also link to reviews from these sites. The more reviews you can get, the more trust a prospective buyer will have in the quality of your products. Even something as simple as sending a followup email asking customers to leave a review can help you generate more social proof and build a wave of trust in your products and brand. In a crowded digital marketplace, the voice of your customers becomes your most valuable advocate. Earning and showcasing that trust isn’t just a strategy — it’s a necessity.”
- Appealing Presentation
In addition to social proof, the most successful e-commerce brands invest heavily in the presentation of their products and the layout of their website to create a visually appealing, user-friendly experience. Research has even found that a strong presentation can create a positive mood in shoppers, making them more likely to buy.
“Successful e-commerce brands must absolutely invest in their presentation, since there is no physical location for customers to experience their products,” Wang advises.
“Investing in professional photoshoots that present your products in the best light and in real-world scenarios can be especially useful in demonstrating the appeal of your products. Pairing this with a strong customer experience on the website helps create a positive association between your brand and the general shopping experience, which helps customers begin developing an affinity for your brand even before they make a purchase.”
- A Way to Stay In Touch
Wang also cites the power of email marketing as a valuable tool for e-commerce brands. Fifty-seven percent of marketers report email open rates between 20% and 50% — a level of engagement that far outpaces any other medium. While many brands spend countless dollars on social media campaigns, Wang suggests that email marketing is the most cost-effective solution.
“When someone subscribes to your email newsletter, they become a warmer lead compared to those reached through social media ads,” he explains. “Offering an incentive, such as a discount code, can significantly boost sign-ups by converting casual visitors into engaged subscribers. Once on your email list, subscribers are in prime position to hear about new product launches and exclusive sale, keeping them closely connected to your brand.”
“Email newsletters are more than just a communication tool — they’re a powerful way to build long-term customer relationships and foster brand loyalty,” adds Wang.
- A Gradual Build
Wang notes that many of the longest-lasting e-commerce brands don’t become huge overnight. Instead, they focus on more of a gradual buildup — both in terms of the size of their audience and the number of products they offer.
“When we started PatPat in 2014, we didn’t have a huge line of clothing — but we did have an idea of the type of clothing we wanted to create,” he explains. “We started with licensed character apparel and matching family sets. As we grew, we were able to increase the number of license partners we worked with, as well as expand into other offerings like swimwear, dresses and baby shoes. Steady growth has helped us ensure consistent quality with our products and customer experience.”
- Quality Content
Another element that Wang believes helps many e-commerce brands is a dedication to producing relevant content for their target audience. Indeed, the PatPat website sees several updates to its blog each week, with a heavy emphasis on selecting and caring for children’s clothing.
“When you can speak to the unique pain points of your target audience and provide meaningful solutions, you become more than just another place to shop online,” Wang explains.
“You can become a trusted resource for your audience — someone they’ll turn to even when they aren’t actively shopping for your products. This helps keep you top of mind with your audience at all times, which is one of the best ways to ensure that they will continue shopping with you in the future.”
Achieving Success In E-Commerce
As Wang’s insights reveal, while there is never a guarantee of success in any business, there are key elements that e-commerce brands have used to consistently drive their own growth. By focusing on these principles in their own business, e-commerce founders can put themselves on the path to success, regardless of the specific niche they are trying to target.
