The Acceleration Framework: 5 Pillars for Growth

John LeBaron

October 6, 2021

To say ecommerce is a big opportunity for brands is an understatement. Ecommerce is on pace to do $6 trillion in sales in 2024, and $7 trillion by 2025. Not only is is the global indstury growing, currently about 18% of all retail sales in the U.S. go through ecommerce, making the local industry just as appealing.

But thriving on ecommerce isn’t as simple as it seems—and not nearly simple enough for a small ecommerce team to handle on its own. Even if your team can handle your direct-to-consumer website, it quickly becomes a mammoth task to successfully expand to additional marketplaces, languages, and countries.

The tasks of handling shipping and returns, managing website plugins and marketplace platforms, maintaining high-quality listings, ensuring consistent prices across channels, and preserving your brand image quickly become complicated and overwhelming. Your ecommerce team is likely left to wonder where and how to best spend their limited time and resources.

At Pattern, we believe brands can more simply and easily attain ecommerce success by focusing on five core competencies: insights, traffic, conversion, price, and logistics. We’ve found that as brands focus their efforts on excelling in these competencies, they drive profitable, tangible growth for their companies.

To simplify this process for as many brands as possible, we’ve carefully crafted an ecommerce acceleration platform to help brands master the competencies and harness their full ecommerce potential. This platform includes software built around each key competency layered with expert services. The best part? We don’t charge for this platform.

Read on to learn Pattern’s role as an accelerator and take a deep dive into each core competency.

What is an ecommerce accelerator?

In the last year, ecommerce has seen the rise of ecommerce aggregators. Aggregators buy Amazon businesses and sellers, either to continue selling the products on their own or to eventually sell the companies for a profit. Thrasio is the leader of this movement.

At Pattern, we consider ourselves ecommerce accelerators. Unlike aggregators, we’re not here to buy your business and make a profit on it. We’re here to help you accelerate your own brand’s sales and growth. And we’re the first ecommerce accelerator with a dedicated acceleration platform to make that process as effective as possible.

Our acceleration results speak for themselves. Pattern partner Pure Encapsulations has seen a sales growth of 513% over 4 years of working with Pattern. Pandora Jewelry’s growth has accelerated by 300%. Owlet has seen 300% revenue growth and decreased unauthorized sellers with 95% compliance. Simply put, we specialize in accelerating brands like yours.

The five core competencies of acceleration

Our acceleration platform is built on five core competencies that, when mastered, accelerate brands into ecommerce success.

Insights

Insights refers to monitoring data about your brand’s performance on ecommerce. This includes data about your brand’s revenue, market share, traffic, ad results, customer satisfaction, and more. It’s crucial to accurately track this data in real-time to know what’s working well for your brand and where you need to improve. Doing so will help you anticipate consumer needs based on historical activity, spot information disconnects from abandoned carts and high bounce rates, and learn about your target audience.

Although it sounds like a given to know, for example, your brand’s revenue across channels, it’s not uncommon for brands to lose visibility when selling on multiple channels. If your brand sells product to a distributor who then sells your product on Amazon, you may quickly begin to lose track of your data. The distributor may be selling some of your product on Amazon, some in a brick-and-mortar store, and some on other ecommerce marketplaces.

At Pattern, we know how frustrating this can be. Our software gives brands access to all the data available about their products and brand, making it clear and easy to know where your brand is thriving, how you’re faring against your competitors, and where you can make improvements to maximize profit.

Apart from tracking your brand’s metrics, it’s important to keep your finger on the pulse of the entire market in which you compete. To truly dominate the insights core competency, you must also have a real-time understanding of category and competitive trends. Our proprietary software makes this simple.

Traffic

It’s impossible to make sales if you’re not getting traffic on your listings, which makes traffic the second core competency brands should prioritize. This includes maximizing your paid advertising and unpaid SEO opportunities to improve your search rank.

Paid advertising gives your leads visibility and helps you rank in the keywords that are most frequently searched by your target audience. Utilizing best SEO practices is a free way to boost your organic search rank, which in turn creates a growth loop—as your product ranks higher, it receives more traffic, and as it receives more traffic, algorithms will see it as popular and increase or maintain its high organic rank.

Your marketplace coverage is another aspect to consider. If you want to drive more traffic to your product listings, you may consider expanding to additional marketplaces like Walmart, Tmall, and Mercado Libre.

With Pattern’s ecommerce acceleration platform, we increase your brand’s traffic by automating advertising, optimizing product listings for SEO, and increasing your return on ad spend.

Conversion

Once you’ve driven traffic to your listing, the next step is to convert that traffic into purchases. Creating a stellar product listing page is one of the most effective ways to turn browsing shoppers into customers. High quality content, detailed product descriptions, and consistent branding can all increase your brand’s conversion rates.

A good rule of thumb is to maximize every possible opportunity for high-quality content. Fill every image slot in your stack with professional, lifestyle-led photos. Utilize tools like Enhanced Brand Content, listing video, and sponsored brand video. Fill your product descriptions with simple, optimized content that answers common consumer questions. Do everything you can to improve customer experience to generate a high rating and positive reviews.

When discussing conversion, it’s also important to take a look at your brand’s competitiveness, starting with your product price, which we’ll discuss further below. Tools like coupons, bundles, and rebates can also push consumers to click “add to cart.”

Significant channel conflict can negatively influence your conversion rates. Is your product being sold across different marketplaces for different prices? Do you have more than a handful of vendors selling your product on each marketplace? Do you struggle with product compliance in terms of imagery and inventory? Are your images inconsistent across marketplaces? If you answered yes to any of those questions, your brand is at risk for channel conflict and the resulting hit to your conversion rates.

Our Predict software, alongside the expertise of highly-qualified marketing professionals, will help your brand boost conversion by optimizing content, building brand credibility, and maintaining omnichannel brand consistency.

Price

It takes significant market research and financial analysis to price your product both competitively and profitably.

Once you’ve set the ideal price for your product, you need to maintain a consistent price for your product across all sellers and marketplaces. Tracking and enforcing Minimum Advertised Price (MAP) can make the difference between sustainment and acceleration. A key element of this process is removing unauthorized sellers, who often sell your product for below MAP and thus pressure other sellers to do the same.

Stabilizing pricing, both through eliminating unauthorized sellers and keeping prices consistent over time, will help your brand win the Buy Box more consistently, giving you more conversions and more profit.

Pattern’s ecommerce acceleration platform can help your brand consistently win the Buy Box, decrease MAP violators, and stabilize pricing.

Logistics

The final core competency brands need to master to achieve ecommerce acceleration is logistics. When it comes to logistics, brands should aim to be efficient with fulfillment, returns, forecasting, and managing other third party sellers.

Relying on an exclusive seller is a solid strategy to help you more efficiently manage your logistics. Exclusive sellers often allow you to ship your product much more quickly than you would be able to on your own, helping you compete with other products with lightning fast shipping. This model can also help brands with limited warehouse space.

Customer support and experience also fall under the logistics umbrella. When you quickly respond to customer inquiries and make returns quick and painless, you’re likely to enjoy better loyalty and retention, more positive ratings and reviews, and an improved brand reputation.

Pattern’s acceleration framework ensures your product will always be in stock, helps you expand your fulfillment capabilities, and reduces your shipping costs. While we help brands master the first four competencies with a software called Predict, we rely on a warehouse management software called Shelf for logistics and distribution. Predict also facilitates and manages cross-docking—after receiving a product shipment, we relabel and package every product before sending it to one of Amazon’s 106 different facilities.

How will your brand accelerate?

Working with Pattern is like clicking the “easy” button for ecommerce. Our software and expert services fill the gaps that short-staffed ecommerce teams can’t quite reach, helping you maximize your potential (and profit) on ecommerce. Our ecommerce acceleration platform is the first of its kind, and your brand can access it at no extra cost to you. Interested in learning more? Get your demo today to get started.

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)