Wednesday, May 3

💄 Sephora rewards members are very mad right now

📰 TL;DR - One of the perks of being a Sephora Beauty Insider is a free birthday gift. It’s usually a deluxe sample pack and a pretty nice perk. However, Sephora has just changed their policy and shoppers can now only get their birthday gift if they spend $25 or more. The article below outlines the details, but I wanted to include some tweets that capture the general reaction online.

💡 Insight - Now I know Sephora isn’t a DTC brand, but I still think there’s a valuable lesson here! If you’re going to reward shoppers for their loyalty, you can’t just take away those perks without some backlash. The program’s top tier requires spending $1,000 per year. Which, while not hard at Sephora, is still a big ask. It might have been smarter to limit the gift to the upper tier instead. What’s also very funny to me is that you can still get the gift for free in store, but that’s not what people are paying attention to, which suggests a communication issue.

➡️You can read the article here...

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💰 Pietra raises $16 mil

📰 TL;DR - Pietra has raised millions in fresh funding for its e-commerce enablement platform. Pietra started as a jewelry marketplace, but is now a resource for launching and scaling product lines. It takes an omnichannel approach and helps with sourcing, warehousing, and fulfillment.

💡 Insight - I suspect platforms like Pietra are the future of DTC e-comm businesses. From what I can tell, it’s attempting to put all the tools you need front and center, rather than a more DIY approach like starting with Shopify. I can also see this being a great solution for influencers who want to get into commerce and want a streamlined way to get there. I actually wonder if Shopify can keep up with the changing world of e-comm this late in the game.

➡️You can read the article here...

🌐 When commerce meets Web3

📰 TL;DR - What does the future of e-commerce look like with full Web3 capabilities? Well, here’s a hypothetical glance: lower transaction fees, faster processing, personalization, increased security, better customer engagement, and more. Decentralization and the use of blockchain make a lot of promises that certainly sound enticing.

💡 Insight - Your reaction to this piece may depend a lot on how you feel about Web3 and crypto overall. This is written very optimistically but begs the question: if this is all so great, why hasn’t there been wider adoption? I can see the e-comm world incorporating some of these benefits eventually but I think it will take longer than most enthusiasts hope.

➡️You can read the article here...

🛠️ Things worth checking out

🔎 SEO* - Our friends over at BREEZY SEO are offering you a free 7-day trial of their affordable & effective SEO service to help you get more high-intent Google traffic here.

👛 SHEIN - Shein is under mounting scrutiny and is trying its darndest to clean up its image. Will it work? Read here.

🔮 TIKTOK COMMERCE - TikTok’s general manager of US commerce is on this podcast episode talking about the future of shopping on the platform. Listen here.

👀 TIME GOES AFFILIATE - Time Magazine is launching an e-comm platform which I can only assume just means affiliate shopping posts. Read here.

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