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.

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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 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Sept 20, 2022

4 Ecommerce Marketplace Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.