The New Playbook: A Q&A on the Ecom & Shopify Landscape

I recently joined Ashley Talley, Sr. Director of Performance Marketing at Ruggable, and Asher Chester, Executive Director of Growth & Retention at WITHIN, for a conversation on the big shifts shaping ecommerce. We covered everything from changing consumer behavior to the rise of AI. The discussion was full of sharp insights, and I’m sharing a few takeaways every ecommerce marketer should keep in mind:

The Economic Climate and Its Impact on DTC

While big migration projects for ecommerce platforms have slowed down a bit, the projects that are happening are larger in scale. Brands are being more cautious and are looking for a clear return on investment. The big takeaway here is that while there’s still interest in big overhauls, the focus for marketers should be on demonstrating immediate value and profitability in a more uncertain economic environment.

The Shift in Consumer Behavior

One of the most important points from the discussion was the change in where consumers are buying. Conversion rates on direct-to-consumer (DTC) websites may be flat or down, but that doesn't mean less revenue. It means consumers are diversifying where they shop, and you need to be there too.

Your DTC site remains vital for brand education, storytelling, and loyalty, but you must recognize that purchases are also happening on marketplaces like Amazon and social platforms like TikTok Shop. Marketers need a strategy that embraces these different consumer touchpoints, not just the DTC site.

The Evolution of Paid Media

Ashley and Asher talked about a clear shift in paid media strategy. In today’s market, it's about profitable growth, not just scaling spend. They are actively diversifying away from a heavy reliance on a single platform and are finding success in places like YouTube and Pinterest. This is a great reminder for every marketer to experiment with new channels and use rigorous testing to find where your audience is and where you can achieve incremental performance.

AI is Not a Fad

This was perhaps the most exciting part of the conversation. Our panelists made it clear that AI is not a trend. It's here to stay and it's innovating at a rapid pace.

• Operational Efficiencies: Third and Grove has seen a 60% increase in productivity using an AI tool for development tasks. This kind of efficiency means marketers can get projects done faster and more affordably.
• Analytics and Insights: The panelists highlighted how AI can help analyze data and flag anomalies, allowing marketers to react faster. Imagine having a tool that tells you exactly why a product’s sales are down and even suggests a solution.
• The Content Revolution: AI is also being used for content creation, from writing product descriptions to generating images. This frees up marketers to focus on bigger strategic initiatives.

The bottom line on AI is that while adoption is still low, it's an incredibly powerful tool that will soon become a core part of every marketer's playbook. While the opportunities are huge, Asher wisely cautioned that you must vet your tools and remain diligent. Always make sure AI is representing your brand exactly as you want it to.

What's Next?

The discussion ended on a note of cautious optimism. The keys to success will be staying nimble, embracing new technologies like AI responsibly, and never losing sight of the fundamentals of great marketing: connecting with your audience and telling a compelling brand story.