Building Trust In An Ecommerce Brand

Every Founder knows social proof is important. But many do it wrong, because they worship 5-star reviews Here's why it's not working and how to fix it: Simply screeshoting 5-star reviews + writing a simple "thank you for trusting us" message is not making your brand credible. Here's the truth about 5-star reviews: Back in 2010s, most SaaS product adopted that idea from Google Maps to increase perceived popularity and quality of service. Now, it has value no longer because: - brands can easily manipulate star rating (trade perks/incentives for 5 stars) - it doesn't show what's in there exactly for your prospects If that appears in your marketing playbook. Scratch it. For social selling, there are 3 other ways to instantly earn trust: 1. Client transformation stories → Interview your clients, and ask them to describe the hell and heaven before/after using your product. → Create videos, and posts then display them on socials, websites, and landing pages. 2. Case studies / Product use cases → Focus on helping your clients solving particular problems with your product. Show your process, solution. → Create videos, guides, and docs and display them on website, knowledge hub, socials 3. UCG / Screenshot materials → Pay attention to the daily moment in emails, messages. Be it your wins or your customer wins (a thank you message, a result feedback,...) → Create social post, email with those screenshots, tell the stories behind. Every piece of content they consume is a chance to spark interest and build trust. Spark it wisely. P/S: Do you think UCG or CCG (customer-generated content) is an effective social proof?

𝗣𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹 𝗯𝗲𝗮𝘂𝘁𝘆 𝗯𝗿𝗮𝗻𝗱𝘀 𝗮𝗿𝗲 𝘄𝗶𝗻𝗻𝗶𝗻𝗴 𝗼𝗻 𝗔𝗺𝗮𝘇𝗼𝗻—𝗯𝘂𝘁 𝘁𝗵𝗲 𝗽𝗹𝗮𝘆𝗯𝗼𝗼𝗸 𝗶𝘀 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁. BeautyMatter recently published a great piece on pro brands making waves on Amazon US.  Having worked on the Amazon strategy for L'Oréal Professionnel Paris, I’ve seen firsthand how salon-rooted brands can win in an algorithm-led world. Traditionally, professional beauty relied on the credibility of hairstylists and in-salon education. Post-COVID, that dynamic changed. 𝗧𝗼𝗱𝗮𝘆, 𝗶𝗳 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝗶𝘀𝗻’𝘁 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝗮𝗯𝗹𝗲 𝗮𝗻𝗱 𝘀𝗵𝗼𝗽𝗽𝗮𝗯𝗹𝗲 𝗼𝗻𝗹𝗶𝗻𝗲—𝗶𝘁’𝘀 𝗶𝗻𝘃𝗶𝘀𝗶𝗯𝗹𝗲. But unlike mass beauty, pro brands can’t win on discounts. Premium equity takes years to build—and seconds to erode. For new or emerging pro beauty brands launching on Amazon (whether in the US, India, or Canada), here are some strategies that actually work: 𝟭. 𝗦𝘁𝗮𝗿𝘁 𝘀𝗺𝗮𝗹𝗹 𝗮𝗻𝗱 𝘀𝗵𝗮𝗿𝗽 Don’t list your entire catalogue upfront. Lead with your 𝗵𝗲𝗿𝗼 𝗽𝗿𝗼𝗱𝘂𝗰𝘁—the one that solves a clear problem or delivers a signature result. Build momentum before expanding. 𝟮. 𝗞𝗻𝗼𝘄 𝘁𝗵𝗲 𝘀𝗲𝗮𝗿𝗰𝗵 𝗶𝗻𝘁𝗲𝗻𝘁, 𝗽𝗹𝗮𝘆 𝘁𝗼 𝘄𝗶𝗻 Don’t just bid on your brand terms. Research high-volume category keywords, then layer bids based on 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 + 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹. You don’t need to win every search—just the right ones. 𝟯. 𝗕𝘂𝗶𝗹𝗱 𝗔+ 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗮𝘁 𝗲𝗱𝘂𝗰𝗮𝘁𝗲𝘀 𝗮𝗻𝗱 𝗰𝗼𝗻𝘃𝗲𝗿𝘁𝘀 Use visuals and copy to replicate what a stylist would explain in person. Ingredients, usage, results—make it shoppable and engaging. 𝟰. 𝗦𝗲𝗲𝗱 𝗿𝗲𝘃𝗶𝗲𝘄𝘀 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰𝗮𝗹𝗹𝘆 The first 6–8 weeks post-launch are gold. Add a thank-you card with a QR code on the packaging. Highlight review requests on PDPs. Even small efforts here snowball into trust and visibility. 𝟱. 𝗕𝗿𝗶𝗻𝗴 𝘁𝗵𝗲 𝘀𝗮𝗹𝗼𝗻 𝗼𝗻𝗹𝗶𝗻𝗲 Feature real hairstylists. Their testimonials, videos, and images add authority and emotion—two things that convert far better than plain claims. Whether you're launching in Canada or scaling globally, the fundamentals don’t change. Amazon is algorithmic, but marketing is still emotional. What’s one thing that worked for your brand on Amazon, big or small? Drop a comment. Chart via BeautyMatter x Market Defense #ProfessionalBeauty #AmazonStrategy #Ecommerce #BeautyIndustry 

Want peace in your next annual vendor negotiation (AVN) with #Amazon? 🕊️🤝 Then you need to stabilise your Net PPM between AVN cycles. Here's how: 𝟭- 𝗦𝘁𝗮𝗿𝘁 𝘁𝗿𝗮𝗰𝗸𝗶𝗻𝗴 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗮𝘁 𝗔𝗦𝗜𝗡-𝗹𝗲𝘃𝗲𝗹 Whether you're an SME or a big multinational. You must track your sales and profit metrics at the product level. Without having a clear understanding of how a single item may impact your account profitability, you cannot take effective action. I highly recommend using Amazon's SP-API and connecting it to your internal Power BI. If that sounds too complicated, there are numerous reporting tools available for Amazon vendors that provide the same insight without the initial setup barrier. 𝟮- 𝗥𝗲𝘃𝗶𝘀𝗲 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗳𝘂𝗻𝗱𝗶𝗻𝗴 𝗮𝗹𝗹𝗼𝗰𝗮𝘁𝗶𝗼𝗻 Once you clearly understand your portfolio's profit performance, it's time to shift investments to margin-accretive SKUs. Amazon will often ask you to run price promotions on existing top sellers. But these may not be your profit drivers. So make sure you use ASIN-level insights to shift investments to where they will benefit your wider account margin. 𝟯- 𝗠𝗼𝗻𝗶𝘁𝗼𝗿 𝘁𝗵𝗲 𝗔𝗦𝗣 𝗳𝗹𝘂𝗰𝘁𝘂𝗮𝘁𝗶𝗼𝗻𝘀 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗽𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 Using virtual shelf monitoring software like Keepa or Profitero, Stackline, or commerceIQ can help identify ASP fluctuations on your account. This is important because it allows you to spot pricing errors, overstock markdowns, and price-matching activities early. While you won't be able to prevent the ASP changes, tracking them will help you better understand whether Amazon's requests for margin support are justified… or caused by the online retailer itself. 𝟰- 𝗧𝗿𝗮𝗱𝗲 𝗰𝗼𝘀𝘁 𝗱𝗲𝗰𝗿𝗲𝗮𝘀𝗲𝘀 𝗳𝗼𝗿 𝗰𝗼𝘀𝘁 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲𝘀 Vendor Managers are known to reject vendor requests for cost price increases. But when reviewing your portfolio, you'll likely see two things: 1) ASINs with an accretive Net PPM, and  2) ASINs with a dilutive Net PPM. This allows you to raise cost prices on items that have a margin surplus in exchange for a cost price decrease on dilutive items. Vendor Managers will often accept this trade, as long as the wider account margin remains unchanged. 𝟱- 𝗠𝗶𝗻𝗶𝗺𝗶𝘀𝗲 𝘁𝗵𝗲 𝘂𝘀𝗲 𝗼𝗳 𝗰𝗼𝘀𝘁 𝘀𝘂𝗽𝗽𝗼𝗿𝘁 Amazon is quick to request cost support from suppliers. But any dollar spent outside your AVN forms the basis of the investment requirements for your future negotiation. So instead of granting cost support, focus on initiatives that drive joint cost savings: Bulk order discounts linked to a consolidated FC delivery, sell-out funding in exchange for visibility on the deals & promotions page, etc. Remember: Managing your vendor profitability with Amazon is a joint effort. If you abandon your Net PPM between AVN cycles, annual negotiations will be more difficult. --- Did I miss anything? Let me know in the comments! #amazonvendor #amazonstrategy

At a time where it feels like everyone and their dog is on social media (literally), consumer trust is as precious as it is elusive. But how can brands cultivate it? The answer: social proof. Take, for instance, Patagonia. This brand doesn't just use customer reviews; they weave customer stories into their environmental ethos, showing real people making real differences with their products. Here’s how to fine-tune your social proof strategy: 👍 Curated Customer Stories: Beyond basic testimonials, feature in-depth customer stories that align with your brand values. This creates a narrative, not just a recommendation. 👍 Influencer Partnerships with Substance: Align with influencers who embody your brand's ethos. It’s not just about reach; it’s about relevance and resonance. 👍 Showcase Real-time User Engagement: Use dynamic content like live social media feeds on your website, displaying real-time customer interactions and endorsements. 👍 Highlight Niche Expertise: Display certifications or awards that underscore your specialisation and authority in your field. And here’s what to avoid: 👎 Generic Praise: Avoid showcasing vague or generic testimonials. Specific, detailed endorsements are more impactful. 👎 Over Reliance on Numbers: While a high quantity of reviews can be impressive, it’s the quality and relatability of those reviews that truly build trust. 👎 Irrelevant Influencer Collabs: An influencer who doesn’t align with your brand values or audience can do more harm than good. Authenticity is key. AKA don't just go with the influencer with the biggest following. Often people with smaller audiences have more active audiences anyway so leverage that. By leveraging social proof like Patagonia, who integrate customer adventures into their sustainability narrative, you can do more than just sell a product – you can build a community. So, think: how can your brand use social proof to not just gain trust, but to tell a story that echoes with your audience? #DigitalMarketing #BrandTrust #SocialProof #Patagonia #SydneyDigitalMarketing

Founder-Led Sales Bootcamp #9: Turn Your First Customers Into Case Studies You’ve closed your first few deals...but don’t let that be the end of the story. That’s just the start of your best marketing asset. Too many founders focus only on acquisition, not activation. But if you don’t turn early customers into success stories, you’re missing the best kind of growth loop: proof. Social proof doesn’t need to be flashy logos or polished PDFs. It just needs to be real: - Real results. - Real outcomes. - Real people who bet on you and won. Your early customers are your credibility. They’re the answer to “But will this work for us?” How to turn customers into advocates: ☑️ Check in early - Two weeks after onboarding, ask: “What’s already better than before?” You’ll be surprised how much value shows up quickly. ☑️ Capture the win. Get on a short call. Ask: What problem were you solving? What changed after going live? Any measurable results? ☑️ Record their words exactly - don’t rewrite the magic out of it. ☑️ Get the quote + approval Summarise the story in 150-200 words. Ask for a quote, headshot (if they’re happy), and permission to tag them on LinkedIn. Make them the hero Position them as smart, forward-thinking, and ahead of the curve. This isn’t about you, it’s about what they achieved. Quick action plan: 💡 Pick one customer you closed in the last 30 days. 💡Book a 15-minute check-in to ask about results. 💡Draft the story and get approval. 💡Post it on LinkedIn, tag them, and share it with prospects. Rinse and repeat every month. Make it a habit, not a campaign.

Amazon just committed $233 million to upgrade its India operations. And the most important part? It wasn’t about expansion. It was about refinement. While most companies are still optimizing for visibility, Amazon is optimizing for invisibility. Seamless systems. Fewer delays. Better safety. No noise. This investment is going into: ✅ Faster & more consistent deliveries ✅ Real infrastructure upgrades—fulfillment to sortation ✅ Better tech tools for route planning & delivery flow ✅ Helmets with adherence tracking ✅ AC rest stops and medical camps for 80,000+ delivery partners ✅ Financial wellness & scholarships for associate families This isn’t PR. It’s deep operational alignment. They’re not throwing money at problems. They’re building trust at the infrastructure level. AI, marketing, and automation will get you speed. But sustainability comes from your backbone: → Ops → Process → Safety → Last-mile trust Most businesses try to scale with more dashboards. Amazon is scaling by removing friction. And that’s what excites me. Because it proves that operations is no longer the backend. It’s a customer experience strategy. A trust strategy. A retention strategy. If you’re building for scale in India or anywhere, ask yourself, are you optimizing your ops for convenience? Or designing them for confidence? Because at some point, marketing will stop converting. But systems will keep delivering. #VishalRustagi #TechLeadership #OperationalStrategy #AmazonIndia #CXOInsights #AIandOps #ProcessDesign #InfrastructureMatters #LastMileExecution #BuildWithIntent

As a data privacy & AI lawyer, I'm always tuned into how Big Tech navigates India's evolving regulatory landscape. Amazon India's Samir Kumar's recent comments on CCPA and CCI scrutiny highlight a smart pivot: double down on customer-centricity while embracing compliance as a growth enabler. But let's unpack the practical business implications from a data/AI lens: 1. Dark Patterns & Consent Traps: CCPA's push for self-audits isn't just bureaucracy, it's a wake-up call. E-com platforms often use AI-driven nudges (e.g., pre-ticked boxes for data sharing) that skirt informed consent under DPDP Act. Implication: Audit your UX now; non-compliance could mean fines up to 4% of global turnover. Pro tip: Implement granular opt-ins and AI explainability to turn this into a trust-building USP. 2. AI Personalization vs. Competition Risks: Kumar's nod to CCI underscores antitrust vibes in AI recommendations. If your algorithms favor in-house products or hoard user data unfairly, you're inviting probes. Businesses: Use federated learning to minimize data centralization, ensuring fair play. This not only dodges CCI but boosts long-term loyalty in India's booming 100M+ online shopper base. 3. Data as Growth Fuel, with guardrails: Amazon's $26B pledge by 2030 bets big on 'Bharat' (Tier 2/3 cities), where AI can unlock hyper-local personalization. But with low digital literacy, privacy risks spike, think biased AI excluding underserved groups. Implication: Embed privacy-by-design in AI models; conduct DPIAs regularly. It's not just legal hygiene; it's a competitive edge as GDP per capita rises and regulators watch closer. The Long Game: Compliance isn't a cost, it's an investment. As India eyes global AI leadership in the form of GPAI commitments, proactive firms will thrive. If you're in e-com or tech, stress-test your systems today to avoid tomorrow's headaches. What do you think, is regulation stifling innovation or leveling the field? Drop your takes below! #Dataprivacy #AI

📦 From Prime Loyalty to Prime Fatigue? Amazon India’s recent moves—charging a ₹5/order Marketplace Fee and introducing ads on Prime Video—may seem small in isolation. But for a value-sensitive market like India, these changes could quietly shift the customer’s perception from: 🔵 “Trusted & cost-effective” to 🔴 “Nickel-and-diming & diluted experience??” 💡 Instead of justifying the cost, why not repackage it with delight? Here are a few ideas Amazon (or any marketplace) could consider to win both mindshare and market share: ✅ Returns Assurance on products where the ₹5 fee is applied ✅ Amazon Coins or Loyalty Points tied to number of orders, ad views, Prime watch hours ✅ Gamified engagement: Quizzes, scratch cards, jackpots – like CRED or Flipkart's video commerce ✅ Ad experiences that are engaging, skippable after 1 view, and non-repetitive ✅ Transparent communication: Show how the fee supports better delivery, greener packaging, and local sellers 🎯 The winning formula in India isn’t just low prices—it’s perceived fairness + active value return. If you're taking ₹5 per order, give back ₹7 in experience, points, or peace of mind. --- Would love to hear your thoughts — How should marketplaces maintain trust while monetizing more deeply? #CustomerExperience #AmazonIndia #ProductStrategy #LoyaltyPrograms #MarketplaceModel #EcommerceIndia #PrimeMembers #Gamification #CX

I doubled a skincare brand’s sales in just 1 month. Also increased their conversion rate by 50%. Here’s my 5-step strategy behind this: 1. Warm Up Your Audience They already know the brand, but they need a push. Use testimonials, reviews, or comparison videos to build trust: “Here’s what 10K+ customers are saying…” “Why thousands trust us for [problem/product].” 2. Highlight Key Benefits Focus on what sets your product apart. Examples: “The only serum you need for glowing skin.” “Lightweight, durable, and under $50 — a must-have for travelers.” This reminds them why your product solves their problem better than others. 3. Use Relatable Content Show how your product fits into their life: - Easy-to-follow tutorials. - Before-and-after visuals. - Real customer transformation stories. Social proof + practicality = 🔥 4. Experiment with Formats MOFU ads need more detailed, relatable content. Try: - Customer Testimonials (Video/Image) - Problem-Solution Ads - Demo Videos Test what resonates best. 5. Strong CTAs with Incentives At this stage, small perks can encourage action: “Shop Now and Get 10% Off.” “Upgrade your skincare routine today.” “Limited stock—order now!” By applying this strategy, you can: ✓ Build trust and authority. ✓ Address objections directly. ✓ Make it easy for customers to choose you. ✓ Increase sales and conversions. This strategy builds trust, addresses objections, and makes it easier for potential customers to choose YOU. Try it and see the difference in your sales, conversion rate & growth! 📈 And if you’re feeling lost — I’m here to help, just like I wish someone had been for me. I'm just a DM away → Emaan Irfan 💛 P.S. What works best for your audience?

People trust people. Not brands. You can say your product is amazing a hundred times. Or… you can let your customers say it once. And that’s why the 𝗥𝗲𝘃𝗶𝗲𝘄 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁 𝗲𝗺𝗮𝗶𝗹 works so well. 📌 The Setup: Send it to engaged subscribers—people who have opened or clicked an email or SMS in the last 60 days (or just signed up). They’re already interested. They just need a nudge. 📌 The Strategy: Drop a glowing review right into their inbox. ✅ A short, powerful testimonial. ✅ A hero image of the featured product. ✅ A simple “See why everyone’s raving” button. No clutter. No fluff. Just social proof doing what it does best. Here’s why it works: People trust 𝗿𝗲𝗮𝗹 people. They want to hear from buyers who’ve already been there, done that, and loved it. A single review can turn hesitation into action. A single quote can push them from “Maybe later” to “Take my money.” And if you layer in urgency (limited stock, trending, last chance to buy)? You’ve got a 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗺𝗮𝗴𝗻𝗲𝘁. So, the next time you’re crafting an email… Skip the sales pitch. Let your happiest customers sell for you. Are you leveraging social proof in your email flows? #emailmarketing #ecommerce #growth #Shopify #Klaviyo