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  • ChatGPT Just Became a Shop. Is Your Brand Actually in It?

    ChatGPT Just Became a Shop. Is Your Brand Actually in It? Shopify just put your products in front of 880 million ChatGPT users. Here’s why most of them still won’t find you. Three weeks ago, every eligible Shopify store became discoverable inside ChatGPT by default. No app, no setup, no ad budget required. Your products […]

  • Why Temu Is Trying to Become a Premium Brand — And What That Tells You About Yours

    Why Temu’s Growth Is Good News for Premium eCommerce Brands   Something interesting happened at the REED Gift Fair in Sydney back in February. An Australian representative of Temu — yes, that Temu — was doing the rounds of exhibitor stalls, pitching premium brand founders on the idea of listing their products on the platform. […]

  • Why Premium Buyers Don’t Buy From Ads Alone – and What They Do Instead

    If you’re running paid ads for a premium eCommerce brand and your ROAS isn’t scaling the way it should — or you’ve been posting consistently for years and growth is still flat — there’s a very good chance the problem isn’t where you’re looking for it. In this episode of The Brand Marketing Show, I’m […]

  • The Six Silent Conversion Killers Costing Premium eCommerce Brands Their Ad Budget

    The Six Silent Conversion Killers Costing Premium eCommerce Brands Their Ad Budget

    A premium eCommerce brand. $4,000 a month in Meta ads. Conversion rate: 0.9%. They’d tried everything on the ads side. New creative. New audiences. New campaign structure. A new agency. Then another one. Each change produced modest improvement and fresh disappointment in roughly equal measure. Their Meta Marketing Pro had recommended increasing spend and enabling […]

  • Ad Click to Purchase — Where Premium eCommerce Brands Lose the Sale

    Ad Click to Purchase — Where Premium eCommerce Brands Lose the Sale

    Here’s a scenario that will either make you nod vigorously or feel slightly called out. Possibly both. Ad results are disappointing. So you change the creative. Still disappointing. Change the audience. Then the offer. Then the campaign structure. At some point someone very confidently tells you the problem is your creative hook, your targeting parameters, […]

  • Why Scaling Ad Spend Exposes Your Product Page — And What To Do About It

    Why Scaling Ad Spend Exposes Your Product Page — And What To Do About It

    There’s a pattern that plays out in premium eCommerce businesses with depressing regularity. A founder runs ads. At $50 a day, the ROAS looks decent. Profitable, even. She scales to $200 a day, confident. By the end of the first week, the cost per acquisition has blown out, the ROAS has tanked, and she’s back […]

  • Why Your ROAS Drops When Scaling Ad Spend (And How to Fix It)

    You scaled your ad spend. Your ROAS had other plans. There’s a specific kind of dread that sets in when you bump your Meta budget from $80 a day to $300 and watch your ROAS crater in real time. You do what any reasonable person would do. You blame the ads. New creative. New audiences. […]

  • The Platform Everyone’s Leaving (And Why You Shouldn’t)

    Every year about this time, statistics are published on the state of social media. Over 1,500 marketers worldwide about what they’re doing with social media. And every year, the herd moves collectively in the same direction… This year? They’re all stampeding toward Instagram and TikTok. Reddit’s had a 63% surge in usage. Everyone’s excited about […]

  • When Boring Gets a Makeover: Why Most Brand Content Falls Flat (And How to Fix It)

    Have you ever noticed that most brand content is so… forgettable. It’s not that brands don’t try. They’re producing more content than ever. Social posts, emails, product descriptions, blog articles, ads. The volume is enormous. But most of it lands with a thud. No engagement. No emotional response. If you even notice it at all… […]