The Challenges With Being the Face of Your e-Commerce Brand

In this episode…

What have you heard about selling on the Amazon Marketplace? Did you know that it has a higher conversion rate than other e-commerce platforms? How about that Amazon is where most US-based consumers start their shopping journey? Then do you know how to get started?

On this episode of the Relationship Commerce Podcast, Dean Dutro is joined by Brian Burt, the Founder and CEO of Canopy Management, to talk about selling on Amazon. Together, they discuss the challenges associated with becoming the face of your brand, figuring out who your perfect customers are, and building a team of motivated and productive members — virtually. Keep listening!

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Brian BurtBrian Burt is the Founder and CEO of Canopy Management, a full-service, full-stack, “A-to-Z,” done-for-you Amazon marketing agency. They are dedicated to helping brands scale their businesses, gain market share, and become the royalty of their Amazon categories. 

Brian is a New Jersey native but spent most of his life in Arizona and Chicago before moving to Austin to launch Canopy with Brian Johnson, his Co-founder. He studied marketing and business development at Arizona State University.

What Happens When the Face of Your Brand is Yours?

If you are in the process of building an e-commerce business where you, as the owner, are the face of the brand, chances are that you will face some big challenges as the business grows. But, why? Your customers learn to work exclusively with you and associate the brand with you — so if you ever move away from the day-to-day operations of the business in the future, the decision could have a negative effect on the brand.

To avoid this problem, you should set up your e-commerce business so your customers have a seamless experience, whether they’re interacting with you or your team. Educate all of your new customers on expectations from the moment you start working together to avoid any misunderstandings in the future and guarantee the best results for everyone.

However, if some customers become difficult and demand to deal with you only, this may be a sign that you are working with the wrong type of customers. If that’s the case, re-evaluate your working relationship with them. If nothing changes, don’t be afraid of ending your contract — once one door closes, another opens.

Why You Should Sell Your e-Commerce Products on Amazon

If you’re not selling your e-commerce products on Amazon, you may be missing out on opportunities to boost your e-commerce sales. In fact, many consumers in the US start shopping around on the Amazon marketplace before buying from other e-commerce marketplaces.

You can use third-party tools to find out whether potential customers search for your brand on Amazon. If the data shows that your brand receives a lot of searches every month, then you should consider creating a product listing on the marketplace. Also, if customers look for you on Amazon and fail to find your products, those sales can go to your competitors instead. 

Let’s look at the numbers, too. On Shopify, an above-average conversion rate is about 3%, while Amazon’s average is around 10-15%. Customers purchase more on Amazon compared to Shopify — so why wouldn’t you be where people are buying? 

How to Motivate a Remote Team and Build a Company Culture

If you currently run a virtual team for your e-commerce business, there are some things you can start doing today to improve your management and their productivity. For starters, you can do daily huddles via Zoom every morning where your team shares their updates from the previous day's work. One of them runs the meeting and the members celebrate each other's work.

In addition, you can provide ways for members to earn rewards from their good work to motivate them. This is a strategy Canopy Management uses where employees get rewarded with points which they use to buy swag on the company's e-commerce site. These points add up and team members can get vacations or paid days off by redeeming the points. 

These are good strategies that you can use to build a good company culture for your e-commerce brand. They can also help motivate productivity, which is beneficial for the company.

Resources Mentioned in this episode

Sponsor for this episode...

This episode is sponsored by Worth eCommerce.

Worth eCommerce is a small mighty team of eCommerce email marketers who help businesses of all sizes dramatically grow revenue with lifecycle email marketing. It is made up of copywriters, designers, strategizers, and marketing extraordinaires who specialize in nurturing relationships and guiding sales through the sheer power of email.

Worth eCommerce's sole focus is creating a lasting relationship between eCommerce sellers and their customers through the most personable form of digital connection: email. Businesses that send personable, interesting, and helpful emails earn the trust and continued business from that same customer. 

Worth eCommerce’s mission is to help small medium-sized e-commerce businesses generate more than a million dollars a year each in revenue using their own marketing channels.

To learn more about Worth eCommerce, visit

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