Debunking Common eCommerce Myths
“We use Amazon to gain marketshare so it is an acquisition tool more than anything else.”
— Corey D Brown
Debunking E-Commerce Myths: With Corey D Brown - Founder of buffaBRAND Marketing
Host Maiana Rose quizzes Corey on many of the persistent myths about selling on Amazon. With each myth, they dig into what’s true, what’s false, and how to best position yourself within the greater eCommerce landscape.
Myth 1: Price Is The Ultimate Decider
Contrary to what you’ll hear, price isn't everything in e-commerce. Successful brands focus on:
Building emotional connections
Creating high-quality products
Developing strong brand positioning
Myth 2: "If You Build It, They Will Come"
Creation of a website or Amazon store never guarantees sales. More decisive factors are:
Driving traffic through organic and paid mediums
Curating the customer journey by creating compelling branded content
Understanding customer touch points at every part of the funnel
Myth 3: Fulfillment Outsourcing is Only for Big Players
Small sellers can absolutely benefit from fulfillment services like:
Amazon's Fulfilled by Amazon (FBA)
Third-party logistics (3PL) providers for shipping, operations, and support
Outsourcing allows Amazon sellers to focus on product development and growth
Myth 4: Customer Service Runs Itself on Amazon
Amazon does handle some servicing, but you’ll still need to:
Personally handle initial customer interactions
Monitor and respond to reviews
Use customer feedback to improve products
Myth 5: Amazon Sales Will Undercut Website Sales
Amazon can actually be more effective as a market acquisition tool:
Use Amazon to reach new customers and categories
Develop strategies to transition Amazon buyers to direct sales over time
Maintain consistent pricing and brand vision across platforms
Myth 6: Email Marketing Is Dead
Email marketing may be considered old-school, but it still works to:
Reach your key consumers and special demographics
A passive channel of income and information
Build your ideal customer demographics through information gathering
Myth 7: eCommerce Is Only Viable For Inexpensive, Fast-Moving Products
Contrary to popular belief there are plenty of top tier sellers that:
Sell large, expensive, and slow to ship items
Use eCommerce to supplement retail sales in a meaningful way
Build high end luxury-based brands mostly online
Myth 8: Customers Will Inherently Understand My Product
No one will ever understand your product like you do so make sure to:
Maintain a clear brand voice and vision
Sell the benefits and features that will impact a customers life
Build an emotional response from customers by helping them see the product in their life
Key Takeaways
Not all information is created equal in eCommerce. Be careful who you listen to.
There is a lot of nuance to many of the hot takes that may exist in the eCommerce space. Make sure to deep dive into how they apply to your brand.
Build your brand the ways that feel authentic to your mission.
