The Importance of Understanding Your Customers' Pain Points When Creating an e-Commerce Product

In this episode…

Do you know what your customers' pain points are? Have you done the research in order to solve them? And, most importantly, can you effectively transform that solution into the e-commerce product they need? 

In this episode of the Relationship Commerce Podcast, Dean Dutro is joined by Tristan Swanwick, the Co-Founder and CEO of Swanwick, to talk about the importance of understanding your customers' pain points when creating an e-commerce product. Tristan also discusses the value of leveraging existing networks during a product launch, how to build an effective team, and why you should sell your products where your customers already shop. Stay tuned.

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Tristan SwanwickTristan Swanwick is a former journalist turned entrepreneur. He is the Co-Founder and CEO of Swanwick, an innovative health tech company that helps optimize sleep, performance, and productivity with its flagship Swannies Blue Light Blocking Glasses. Swannies have been worn by leading health and sleep experts like Dr. Oz and have also been featured in publications like The New York Times, GQ, and BuzzFeed. Swanwick has sold more than 120,000 pairs of blue light blocking glasses to date. 

Before this, Tristan worked in the media industry for more than 15 years in Australia, Canada, the UK, and the US. He was a journalist and editor at The Courier-Mail and also worked as a freelance copywriter and digital content creator.  

Why You Should Prioritize Research When Creating an e-Commerce Product

As an entrepreneur, your role is to solve the problems of consumers by providing them with a product that satisfies their needs. Because of this, research is an essential step in the entrepreneurial process. By starting with research, you can better understand your target customer’s pain points and develop an e-commerce product that effectively solves them.

As Tristan Swanwick says, research is critical for transforming a solution for your customers into a sellable product. According to him, it’s important that you have accurate information during the product development process, as it will help you effectively take a product to the market—even if you’re unfamiliar with manufacturing. 

For Tristan Swanwick, the development process for his Swannies Blue Light Blocking Glasses was a big learning curve. However, by using his journalistic instincts and thoroughly researching the technology and science behind the glasses, he was able to design and develop a product that effectively solved his customers’ pain points.  

How to Create Awareness for Your e-Commerce Brand by Leveraging Your Current Networks

One of the best strategies for creating awareness for your e-commerce brand and products is by leveraging your existing networks. This is the launch strategy Tristan Swanwick and his brother, James, used to market and launch their Swannies Blue Light Blocking Glasses. 

As an experienced networker, James had a number of existing relationships and audiences he could draw upon to get the word out about his new e-commerce brand. Together, Tristan and James sent out samples of the glasses to key people from these networks and watched as the demand for their product grew. 

As an e-commerce business owner, you should brainstorm which of your existing networks could help you boost awareness for your brand. And, if you get a chance to speak to a new audience on a podcast or in a media publication, take it! 

Which e-Commerce Platform Should You Use to Sell Your Products?

e-Commerce continues to grow rapidly as more and more businesses and consumers enter the space. Many entrepreneurs choose to start selling on a site like Amazon, as it has the advantage of thousands of buyers who trust the site over other e-commerce platforms. Amazon is also beneficial to business owners who don’t want to worry about the logistics of fulfillment with their e-commerce brands. 

However, according to Tristan Swanwick, Amazon is not necessarily the be-all and end-all for e-commerce businesses. As he says, the decision to sell on Amazon, Shopify, social media, or any other e-commerce platform should be based on where your customers prefer to shop. 

While you may want to launch your brand on Amazon, you should look to the buying behavior of your customers when choosing which channel to expand to next. This is what Tristan did, and now he directs all of his traffic and marketing efforts to his Shopify store. But, as he says, his long-term strategy is to have a presence on every e-commerce channel that his customers use. 

The Value of Building and Nurturing a Team Culture 

Building a successful business takes time, and a lot of that success comes from making the right decisions. Because many entrepreneurs start out on their own, they often struggle to delegate those important decisions to others as their business grows and instead opt to do everything by themselves. 

In reality, however, there is only so much you can do on your own. If you really want to make an impact and achieve monumental success, it’s vital that you build relationships with the people who can help you grow and scale your e-commerce business. 

While growing his e-commerce brand, Tristan Swanwick learned that building an effective team was vital for avoiding mistakes and making better decisions. That’s why he currently prioritizes and nurtures a team culture with his many global employees.

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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